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Retail Sales Director (m/f/d)


Germany - Cologne Office

About Us

Dyson is a global technology company founded in 1993 in Malmesbury, UK. Over 14,000 people, including James Dyson himself, spend their days strategizing, inventing technology and telling the Dyson story to the world. It's all about better ideas and better technologies to solve other people's problems.

Since 1998 Dyson can be found on the German market. Over 150 people are responsible for the marketing and selling our Dyson products to the region.

This role is responsible for providing leadership to following departments: Field including Retail Demonstrators, Key Account Management, Retail Activation, Training & Dyson Demo Stores in Germany. The role has 3 direct reports and leads a wider team of >150 people.

About the role

Commercial focus with responsibility for Sales, cost management of BBI and IBI, and delivering performance against key metrics as set out in the P&L:

  • Drive effective strategies that optimise retail opportunities and Dyson profitably in line with total market goals

  • Responsible for delivering monthly sales volumes and communicating to the management team and wider business any changes to budget, target or latest estimate

  • Working with Marketing and Finance to plan and execute below the line investments to deliver the best return on investment

  • Leading the planning and execution of our new product launches with key customers

Bring cohesive leadership to the Key Accounts teams and the Physical Activation teams:

  • Inspire, lead and motivate the team through regular feedback, 1:1’s, Personal Development Plans (PDP) and objectives

  • Placing customer experience at the heart at all processes and decisions.

  • Manage processes to ensure that the team is as effective as possible to meet business goals

  • Identifies gaps in knowledge and skills in the team and builds appropriate training solutions

  • Develops talent and succession plans

Lead the controlled retail strategy through the Retail Activation function:

  • Control and monitor the P&L for physical & offline retailers, delivering cost effective solutions across the portfolio. 

  • Monitor the ROI of all Expert & Stylist programmes

  • Ensure all experts are trained to the highest level and standards are maintained across the network.

  • Work cross-functionally and collaboratively with Training, Marketing and the Digital team to ensure that plans are connected and integrated.  Work closely with Group Retail and Group Commercial teams to ensure that the customer experience is consistently executed across all portfolio.

Develop a deep understanding of Dyson’s retailers and their objectives and influence at all levels to deliver business plans.  

  • Conduct regular meetings with key contacts within the trade to ensure customer account plans are on track.

  • Annual top to top meetings between Dyson senior personnel and key customers.

  • Lead account team for all major trading agreements and subsequent negotiations with customers; drives defensible European trading strategies

  • Champions and delivers key customer initiatives both within Dyson and with the customer. (e.g. Category management, in store, returns etc)

  • Work effectively with key functions in Dyson to promote the sales objectives.

About you

  • Owner first Mind-set: You’ll understand and think first and foremost about what experience our plans and actions deliver for our owners, at every stage of their journey.

  • Extensive experience when it comes to budget control and oversight – A deep knowledge of the financial backgrounds will help to own your budget

  • Proven team leader and people manager, experience managing and leading complex teams, nurturing talent and managing poor performance as needed.

  • Experience of sitting on a senior leadership team, understanding the bigger picture of an organisation and being able to manage your team within this.

  • Strategic Thinker: proven ability to set and implement a Retail strategy, leading a team as you do so in balancing long-term vision with short term deliverables. 

  • Comfortable with complexity, ambiguity and change: Ability to navigate and influence in matrix structure and react quickly to make changes based on latest market trends and dynamics. You’ll be comfortable working with diverse teams across the organisation and navigating a matrixed organisation.

  • Strong communicator with external and internal dialog partners on all levels

  • Has a bias for action and to get things done with a positive attitude, energetic, engaging and positive approach


  • Competitive salary

  • Performance related Bonus Scheme

  • Company car

  • Pension scheme

  • 30 days holiday

  • Subsidized sport activities

  • Jobrad (Bicycle leasing)

  • Discounted Dyson machines

  • Corporate Benefits

  • Working from home

  • Fare Subsidy for local public transport or on-site parking

  • 24/7 accident insurance

  • Relaxed dress code

  • Flexible working hours

  • Coffee, tea, water and ice cream in the summer

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.