Head of International Markets

Location: Remote
Travel: International travel required (approximately 20-30%)
Reports To: Director, Fresh Choice

The Chance

This is not a traditional export sales role.

We are looking for a commercially minded builder-operator to develop and lead Fresh Choice's international distributor operating model.

You will act as the primary commercial relationship owner for our distributor network, ensuring our ambassador partners receive best-in-class support while delivering sustainable sales growth across their markets.

You will work closely with distributors, retailers, account managers, operations and marketing to ensure that market plans are executed effectively and that Fresh Choice continues to evolve into a scalable international brand.

Success in this role will be measured by distributor growth, market development, retailer expansion, commercial execution and the development of multiple lighthouse markets.

Key Responsibilities

Distributor Leadership & Relationship Management

- Act as the primary commercial contact for Fresh Choice distributor partners.
- Build trusted, long-term relationships with distributor leadership teams.
- Conduct regular business reviews with distributors.
- Challenge performance constructively and hold partners accountable to agreed plans.
- Support distributors in developing their market strategy, retail plans and growth roadmap.
- Ensure Fresh Choice delivers a world-class ambassador experience.
- Work closely with the Director on strategic distributor relationships and key partnership decisions.

Market Growth & Commercial Performance

- Own sales performance across Fresh Choice's international distributor network.
- Develop annual market plans and joint business plans with distributors.
- Drive achievement of agreed sales objectives and growth targets.
- Identify opportunities to grow distribution, listings, retailer penetration and category presence.
- Support the launch and development of new lighthouse markets.
- Monitor market performance and take proactive action where execution falls behind target.

Distributor Operating System

- Build and continually improve the Fresh Choice distributor management model.
- Establish clear reporting rhythms, review processes and performance scorecards.
- Drive adoption of reporting standards and market planning tools.
- Ensure accountability and visibility across each market.
- Identify best practices and replicate successful approaches between regions.

Cross-Functional Coordination





- Act as the commercial bridge between distributors and the Fresh Choice team.
- Coordinate closely with the Head of Marketing to ensure aligned execution of marketing initiatives.
- Work with Operations, Product Development and Account Management teams to support distributor success.
- Ensure distributors receive timely support, information and follow-up.
- Coordinate product launches, retailer initiatives and key growth projects.

New Market Development

- Support assessment and onboarding of new distributor partners.
- Participate in distributor due diligence and selection processes.
- Lead the commercial onboarding process for newly appointed partners.
- Ensure new distributors are successfully integrated into the Fresh Choice operating system.

Hands-On Market Execution

As a lean and entrepreneurial business, this role requires a willingness to operate at both strategic and operational levels.

You should be comfortable:

- Conducting senior-level distributor meetings.
- Building market growth plans.
- Reviewing retailer opportunities.
- Supporting product launch preparation.
- Creating commercial presentations.
- Developing pricing proposals and price lists.
- Following up actions and driving execution to completion.

What Success Looks Like

Within the first 2-3 years:

- Fresh Choice has established 3-4 genuine lighthouse markets.
- Distributor relationships are strong, structured and highly engaged.
- Fresh Choice is recognised as a preferred principal by its ambassador partners.
- Distributor reporting and planning processes are consistently embedded.
- Retailer penetration and market execution have significantly improved.
- New distributors are onboarded through a repeatable and scalable process.
- International sales targets are achieved or exceeded.
- The Director is no longer required to act as the day-to-day relationship manager across all markets.

Experience & Qualifications

Essential

- 10+ years of experience in international sales, market development, distributor management or commercial leadership.
- Proven experience managing distributor-led markets across multiple countries.
- Experience working with consumer brands, FMCG, housewares,



consumer durables or adjacent categories.
- Strong commercial and relationship management capabilities.
- Experience building systems, processes and operating disciplines.
- Ability to influence and lead without large organisational structures.
- Strong analytical, planning and execution skills.
- Excellent communication and stakeholder management abilities.
- Willingness to travel internationally.

Highly Desirable

- Experience working within Southeast Asia, Middle East, Africa or Europe.
- Experience working for both a brand owner and a distributor.
- Housewares, kitchenware or consumer products experience.
- Exposure to retail development and category management.
- Experience scaling emerging brands through distributor networks.

Personal Attributes

We are looking for someone who is:

- Commercially driven but relationship-oriented.
- Strategic but highly practical.
- Independent and self-motivated.
- Comfortable operating in a lean entrepreneurial environment.
- Structured and disciplined.
- Comfortable making decisions and taking ownership.
- Collaborative and team-oriented.
- Energised by building something rather than maintaining the status quo.

Why Join Fresh Choice?

This is an opportunity to play a key leadership role in shaping the future of a growing international consumer brand.

You will help define how Fresh Choice scales globally, build meaningful distributor partnerships and create the operating model that supports the brand's next phase of growth.

You will be given the autonomy, ownership and influence to make a lasting impact on the business and its international expansion.

Pay: ₹200,000.00 - ₹300,000.00 per month

Benefits:

- Work from home

Application Question(s):

- How many years of experience in international sales, market development, distributor management
- How many years of proven experience managing distributor-led markets across multiple countries? In which company?
- How many years of experience working with consumer brands, FMCG, housewares, consumer durables or adjacent categories? In which company?
- How many years of experience working within Southeast Asia, Middle East, Africa or Europe? In which company?
- How many years of experience working for both a brand owner and a distributor? In which company?
- Do you have Housewares, kitchenware or consumer products experience? In which company?
- Do you have experience scaling emerging brands through distributor networks? In which company?

Work Location: Remote

📌 Head of International Markets - India based - Fully Remote
🏢 Abdoolally Ebrahim Housewares
📍 India