Direct Sales Manager, Benelux

Why we are here  
Tony’s Chocolonely is committed to ending exploitation in cocoa. We are an impact company that makes chocolate, not a chocolate company that makes impact. With incredibly tasty chocolate, we lead by example, demonstrating that ethical practices and success can go hand in hand. Through Tony's Open Chain (TOC), mission allies like Albert Heijn, Ben & Jerry's, Jokolade, and Aldi have embraced a fairer, more transparent supply chain for their chocolate too.  
 
 

What you will do  
We are looking for a Direct Sales Manager, Benelux to take our ecommerce in the region to the next level! As Direct Sales Manager, your main objective is to drive ambitious growth and profitability targets across our direct channels and turn every customer into a true Tony’s fan. You are responsible for delivering ecommerce sales targets across B2B, B2C, and reseller segments, while building a commercially strong and user-friendly online Chocoshop. 

E-commerce is one of Tony’s five strategic pillars, and we aim to become the most impactful choco gifting platform in this dynamic online space. You build on our commercial strategy, strengthen relationships with key online B2B resellers and business clients, and continuously scout for new opportunities, whether through emerging platforms, partnerships, or innovations. 

You launch and manage online campaigns that support our business goals, where continuous monitoring, experimentation, and optimization are key to success. You also support the Chocofancare lead in creating the ultimate chocofan experience, backed by insights and a highly efficient team. You will lead a team and report to our Country Manager Benelux & Beyond. 

All wrapped up, you will: 

• Shape the Future of E-commerce for Benelux: Craft and evolve a bold 3-year strategy for the market, translating long-term vision into growth priorities and smart resource allocation. Review annually to stay ahead of trends and performance shifts. 

• Turn Strategy into Action: Build and execute a focused 1-year e-commerce plan with clear initiatives, targets, and resource needs—making strategy tangible and impactful. 

• Drive Cross-Functional Alignment: Collaborate closely with the central e-com team to ensure seamless alignment and enthusiastic buy-in across departments. 

• Grow B2B Relationships: Strengthen and expand our B2B e-commerce portfolio by nurturing recurring customers, boosting retention, and increasing Average Order Value (AOV). 

• Unlock New Business Opportunities: Lead targeted marketing campaigns and navigate hybrid customer journeys—blending digital and in-person touchpoints to drive engagement and adoption of new platform features. 

• Boost D2C Sales: Attract qualified traffic and optimise webshop conversion through performance marketing, UX excellence, and smart merchandising. Champion our personalised assortment to deepen customer engagement. 

• Own Marketplace Strategy: Develop a sharp, platform-specific approach to marketplaces like bol.com and Amazon—balancing vendor/seller models and focusing on conversion and retention. 

• Champion Data-Driven Decisions: Embed a scalable performance monitoring framework that turns data into action. Integrate analytics across channels and share insights to fuel continuous optimisation. 

• Lead Chocofancare Excellence: Empower the chocofancare team to resolve cases efficiently while delivering an exceptional customer experience. 

• Build and Inspire a High-Performing and Happy Team: Set clear direction, streamline processes, and ensure everyone is working towards shared goals. Drive growth through coaching, development plans, and adherence to our talent cycle. 

• Demonstrated success in leading commercial strategy and results for an e-commerce platform, experience in both B2B and D2C channels. 

• Solid experience in P&L ownership: proven ability to drive results under pressure, consistently meeting and exceeding targets and delivering business impact. 

• Excellent sales and contract negotiation skills, with experience managing complex commercial agreements. 

• Technologically adept, with a proactive approach to adopting digital tools and innovations that support business growth.   

• Strong customer focus, with a track record of building lasting relationships and delivering customer-centric solutions. Clear understanding of customer journeys and conversion optimisation. 

• You are a data-driven decision maker who utilizes data to identify process improvements and make objective, informed decisions.

• Strong leadership capabilities, with experience managing and developing high-performing, engaged and happy teams. 

• Expertise in performance marketing and traffic generation across digital channels. 

• Experience in webshop optimisation, including UX, merchandising, and conversion tactics. 

• Clear understanding of marketplace dynamics (e.g. bol.com, Amazon), including vendor vs. seller models and platform-specific strategies. 

• Strong business understanding and strategic mindset - ability to see the big picture, but not afraid to roll up your sleeves to ensure brilliant execution.  

• Eagerness to work in a fast-paced scaleup environment, bringing clarity and cohesion across diverse teams.  

• Excellent stakeholder management, collaboration and communication skills in English and deep understanding of the Dutch market and culture. Bonus points if you're also fluent in Dutch language.  

• We are all about being more in person than apart; this means we offer flexibility but see each other in the office on average 3 days a week. More is fine too!  

• Believe wholeheartedly in Tony’s purpose. You live our core values: outspoken, in it together, entrepreneurial, raise the bar and makes you smile. 

 Our benefits (the icing on the cake) 

At Tony's you will get the opportunity to be part of something extraordinary; first and foremost, by making real impact in the world but also enjoying the nice benefits we provide as you help us succeed. We’re dedicated to enabling all Tonys to grow and develop their careers and therefore we offer training programs, regular feedback cycles, coaching and a generous L&D budget. We also offer a wide range of additional benefits, including a luxurious lunch at the office, company bonus, minimum of 28 holidays, inspirational team updates, unforgettable events and unlimited chocolate. But we also know chocolate won’t cover the bills, so we’ve made sure your salary is just as rewarding, for this role that means a salary between 74k and 93k on a yearly basis, including holiday pay.  

Sounds like you?  

Are you passionate about making a difference in the world? Look no further! If you're ready to take the chocolate industry to new heights with us, we'd love to hear from you! Please send your direct application, no agencies. We can't wait to hear from you!  

At Tony's we are convinced that diversity of thought, background and perspectives will make us stronger (...just like the different flavors of our chocolate assortment). Our mission is founded on principles of equity and justice, and we are actively seeking candidates who bring new perspectives and life experiences, especially from underrepresented groups. We look forward to your application!