Sales Force Automation Commercial Lead

Sales Force Automation (SFA) Commercial Lead

Seize the opportunity to be part of a high-impact transformation of sales execution and Sales Force Automation (SFA) across Carlsberg Group. As the SFA Commercial Lead, you will play a pivotal role in redefining how our field sales teams operate by embedding a modern, Salesforce-powered platform that drives more customer-facing time, stronger execution quality, and measurable commercial growth.

You will collaborate with key stakeholders across Carlsberg to enable and continuously improve frontline sales execution through SFA across Western Europe. This is not only a rollout, it is a transformation of sales. You will work at the intersection of Sales, Digital, and Product, collaborating closely with local markets, IT, and product teams to ensure SFA becomes the default way of working and a core driver of commercial performance.

If you are motivated by shaping how sales teams operate, driving behavior change at scale, and creating measurable business impact, this role offers a unique platform.

What you will be doing

Your main task is to drive embedment and adoption of our new Salesforce-powered SFA solution across Western Europe, transitioning markets from a legacy SFA tool to a standardized, scalable platform that enables best-in-class field sales execution.

We are currently in the progress of transitioning markets for the legacy tool to the new tool, and the immediate goal is to onboard additional markets while ensuring the new solution is not just implemented, but embedded into daily habits, leadership routines and ways of working. Beyond rollout, you will play a key role in evolving SFA into a broader commercial capability platform that enables data-driven selling, prospecting, and customer development.

Your primary tasks and responsibility include:

• Own the commercial embedment programme for SFA across Western Europe, turning the platform into the default way of working for the sales force.


• Lead change management end-to-end across rollouts, capturing and embedding learnings from the lighthouse markets. Define stakeholder plans, readiness activities, communications and reinforcement.


• Define, track, and act on adoption and value metrics (e.g., active usage, data quality, activity discipline and execution compliance), and translate performance signals into actionable improvements for markets and leadership.


• Build scalable enablement through role-based training journeys, train-the-trainer setup, super-user community, and sales leadership routines that sustain long-term adoption and execution excellence.


• Design future best-practice execution enabled by SFA, including process design, governance, RASCI and (where relevant) organization implications to make execution stick.


• Act as the voice of the business in shaping the commercial direction of SFA as a capability and ensure the platform evolves to solve high impact frontline challenges (e.g. prospecting). You do not own the technical backlog, but you influence direction and priorities in close collaboration with Product and Technical teams.


• Capture and scale best practice from markets into repeatable playbooks, templates and deployment standards that accelerate future rollout waves and drive consistency.

What success looks like:

Within 12-18 months, success in this role will be reflected by:

• High and sustained SFA adoption across all target markets with positive feedback from key stakeholders and senior management team in the markets


• Clear improvements in execution quality and operational discipline


• Demonstrated commercial impact (e.g. improved productivity, customer development)


• A scalable rollout and enablement model supporting future markets


• Strong alignment between business needs and SFA product evolution

What we’re looking for

This role combines strong commercial leadership with hands-on transformation capability. You can translate strategy into simple, scalable execution and influence behaviour across diverse markets.

If you have:

• A strong drive for results, a sense of accountability and demonstrated ability to deliver adoption in complex, cross-country transformations.


• Experience leading CRM/SFA rollout and embedment (Salesforce preferred), incl. change management, training, go-live readiness and post go-live reinforcement.


• A solid understanding of field sales execution and route-to-market realities (ideally within FMCG/CPG), and what it takes to change frontline behaviours at scale.


• Ability to define and track performance metrics and translate insights into clear, actionable recommendations for markets and leaders.


• Strong credibility with senior commercial stakeholders and the ability to influence without formal authority.


• Strong working proficiency in English (written and spoken), enabling effective collaboration across markets.

And you can:

• Turn diverse market inputs into simple, standardized approaches that can be implemented at scale through playbooks, training frameworks and strong market communities (e.g., super-users).


• Drive behavioural change in frontline organizations by building routines, governance, and incentives that make new ways of working stick


• Collaborate across functions and levels, to align Sales, Sales Excellence, IIT, Finance, and Product teams around shared priorities and outcomes.


• Manage multiple priorities in a fast-moving environment, bringing structure, pace and pragmatism, while keeping markets focused on adoption and measurable execution impact.

We do not expect all candidates to meet every requirement. If you bring strong, transferable skills and relevant experience, we encourage you to apply.

What you can expect

This is an exciting position which will place you in one of the most dynamic units in the group. You will work with markets and external partners, shaping how we embed Salesforce SFA and build best-in-class sales execution routines across Western Europe.

Within this role you engage with Sales and commercial stakeholders in both local markets and headquarters. You will be working in a high-visibility transformation with clear senior attention, offering you strong opportunities for future roles within Carlsberg Group.

At Carlsberg, we are brewing for a better today and tomorrow, and what we can offer you is an equal opportunity to grow across our company.  

All of this is taking place in a culturally diverse environment, where we celebrate our successes together and where no matter where you are from, who you are, or what experiences you bring to the table, all we say is: WELCOME YOU!

If you join our team, some of the benefits you’ll enjoy are:

• Flexible, hybrid work model


• Annual bonus based on company and individual performance


• Unlimited soft and coffee drinks in the office


• Monthly beer and soft drink allowance


• Well-equipped and comfortable office in the heart of Carlsberg City District in Valby, Copenhagen


• Opportunities to have fun together during regular Friday bars


• Being part of a company with an enormous heritage and a strong connection with Denmark’s Capital City

Interested?

Apply through the link. Please notice that this is the only way we accept applications.

To help ensure a smooth recruitment process, we kindly ask that all application documents be submitted in English.

The deadline for applying is the 2nd of July 2026. We read applications continuously, and vacancies may be filled sooner than the deadline, so we encourage you to apply as early as possible.

We look forward to receiving your application.

Carlsberg Group: Brewing for a better today and tomorrow

For us success has always been in the diverse mix of our people, our beers and our brands. At Carlsberg, we want to recruit and develop people with a global mindset, cultural understanding, and international experience to ensure that our organization stays agile, inclusive and prepared for future growth. Only by acknowledging and harvesting from different perspectives and experiences, will we gain competitive advantage and leverage the effect of diversity for business growth. Carlsberg aims to create equal access to opportunity regardless of social identity, and we encourage everyone to apply regardless of gender, nationality, race, religion or any other characteristics protected by law.