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Our client is a leading manufacturer, marketer and distributor of veterinary pharmaceuticals and animal health products with a well-established global presence in the industry.

The company is now looking to establish a full subsidiary in Scandinavia (Copenhagen) with focus within Live Stock (Cattle) and Equine.

Our client has established presence in more than 75 countries and has since 2018, achieved an impressive 12% organic growth each year. The company employs more than 800 people with global headquarters located in Europe, and Americas headquarters located in the USA.


The General Manager, Scandinavia will be responsible for the green field project of heading and setting up our client's organisation in Scandinavia.

The role will develop and execute strategies to achieve revenue and profitability goals in an organisation known for its high level of ambition, strong team collaboration and remarkable customer service.

Based on an entrepreneurial drive and excellent knowledge of the region’s veterinary market, the right candidate will have the unique chance to lead, impact and shape the success in markets with very high potential. The position will be responsible for the continued growth and development of the Scandinavian sales platform – hereunder utilizing, managing and optimizing product and service solutions, sales processes and sales tools, while growing the product revenue streams based on increasing or maintaining market share and veterinary practice penetration.

The candidate will build, lead and manage the commercial organisation in Scandinavia – recruiting a small and highly knowledgeable team of specialists and enabling this team to acquire and retain customers across the three markets: Sweden, Denmark and Norway.

As a part of the European Commercial Management Team, the General Manager, Scandinavia will liaise with a network of European peers with similar impact in their own markets while driving the commercial agenda within in the region.


Position title:

General Manager, Scandinavia

Reporting line:

Chief Commercial Officer, Europe




Frequent travel to meet customers, coach sales teams and attend meetings should be expected.

Responsibilities & Tasks:

General Management

  • Setting the strategic direction for our client's business in Scandinavia.

  • Meeting and exceeding financial business targets (revenue, margin, cost maintenance, EBIT).

  • Taking full responsibility for the Scandinavia P&L.

  • Working closely with the European CommercialDirector to ensure market-level strategic and business objectives are met.

  • Representing the company at Scandinavian level where applicable (industry meetings, regulatory authorities etc.)

  • Playing a key role in continuing to transition the business from commodity to value-added, innovative, end to end, and ensuring that cash is collected within terms.

Sales Management

  • Managing all aspects of running an efficient sales function in a competitive marketplace.

  • Proactively managing sales activity and effort amongst sales team, ensuring that the quality and quantity of sales effort consistently meets company expectations.

  • Optimizing existing sales team capabilities through coaching and development in line with the Human Resource strategy.

  • Building, leading, engaging and motivating the sales team, through energetically and competitively driving a best in class, customer focused, culture.

Customer management

  • Developing a deep and practical understanding of customer needs within the market.

  • Ensuring a high level of customer-centric focus.

  • Proactively assessing, clarifying, and validatingcustomer requirements and satisfaction by engaging key customer accounts in conjunction with the sales team and other company stakeholders.

  • Developing relationships with key customers, building confidence and trust by demonstrating expertise, market insight and commitment.

  • Maintaining and building out the veterinary network in the Scandinavia (e.g., wholesalers, buying groups, cooperatives, key accounts).

  • Taking prime responsibility for performance of major accounts.

Business Development

  • Ensuring the successful identification, planning, and exploitation of new products, brands or trade opportunities to develop the business in line with our client's strategic direction.

  • Ensuring the successful, sustained development of business alliances and acquisitions.

  • Organically growing the business whilst focusing on our client's defined therapeutic categories.

Stakeholder management

  • Encouraging an open, cooperative result driven, and consultative approach in communicating with sales team, peer group, and management team.

  • Working collaboratively with key stakeholders and functions to achieve financial plans and strategy.

  • Collaborating with other of our client's sales leaders and product specialists in other of our client's countries to leverage existing best practice for the Scandinavian market.

Key success criteria:

  • Cooperating with likeminded European Country Managers to ensure delivery on the overall European financial targets.

Performance management

  • Taking responsibility for putting performance management, achievement of financial targets and succession plans in place.

  • Reporting weekly and monthly on the performance of the business through the use of present or newly suggested formats.

  • Ensuring efficient and effective processes are in place to measure and deliver on financial targets.

  • Actively monitoring the financial performance against budget and implementing action plans as required.

Value Management

  • Working with professionalism, honesty and integrity, maintaining confidentiality at all times.

  • Treating people fairly, with respect, impartiality and consistency, and embrace our client's values.

Key success criteria:

  • Successful opening of our client's office in Scandinavia.

  • Successful hiring of a team of highly knowledgeable specialists and the coaching, mentoring developing of these individuals to deliver on targets.

  • Effectively maintaining and developing market penetration of existing product catalogue potentially introduce 1-2 new products to the market.

  • Establishing and building valuable commercial relationships with key customers and industry groups to ensure a high level of client interaction and finalize operational agreements with key customers.

  • Developing synergetic relationships with other international functions and work closely with central functions to maximize both regional and company performance.


Educational background:

University degree within Veterinary Medicine, Biology, Agricultural or like. MBA or other relevant advanced degree preferred.


Fluent in English (verbal and written) and fluent in Danish and/or Swedish (verbal and written). Some knowledge of Finnish is considered a plus.

Ideal experience and competencies:

  • Previous experience in a management position, preferably in general management/division management/sales management/country management in an international environment.

  • Proven track record and long-time experience in sales or marketing in the field of animal health or similar industries/markets.

  • A deep knowledge of the regional market (Scandinavia) and broad local network in the animal health and livestock industry.

  • Successful experience in driving a sales team that deliver on targets.

  • Successful experience in change management.

  • Proven track record in successfully influencing keystakeholders, both internal and external.

  • Deep practical understanding of customer and marketneeds – and with a proven track record of successfulinteraction at senior levels within customer base.

  • Successful experience in building and maintainingstrong customer networks and opinion leader relationships.

  • Experience with the use of a CRM system

  • Experience in managing revenue budgets effectively,financial reporting, setting up effective performance metrics.

Personal competencies:


Displays a high level of entrepreneurship. Well-versed or intrigued by green field projects. Willing to take calculated risks and find novel ways/approaches.


Performs superior leadership in international and dynamic contexts, with strong focus towards relationship building and change management, alongside the motivation and development of human capabilities in the team. Excellent at achieving results through people

Visionary/strategic mind

Defines a clear vision and looks beyond and immediate difficulties to focuses on long-term objectives and consequences. View things in a broad perspective and takes environmental circumstances into account when planning and developing strategies.


Communicates the central issues in a discussion in a clear, fluent and precise manner and is able to keep recipients' attention. Is attentive to the needs of others when speaking and produces written material that is clear, fluent and precise.

Inspiration and motivation

Inspires others, encourages the achievement of set goals; provides inspiration for a positive work attitude, prompts a strong wish to succeed in the team.


Is able to establish and maintain relations with people at all levels internally as well as externally and make people feel at ease. Achieves agreement by dealing with disagreements and potential conflicts with diplomatic skills. Develops and maintains networks.

Drive and determination

Possesses a strong will to succeed. Dedicated to follow through on tasks with a strong drive and patience to win.

Team orientation

Collaborates and works well with others with a view to obtain overall team objectives. Is involving and supporting of team members and shares information.

For further information:

Please contact:

Stella Varain, Research Associate


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