Florian Ring

• Provide overall general management and executive leadership,

driving commercial strategy and business performance

• Hold full P&L accountability, delivering sustainable revenue

growth, margin optimization, and market expansion

• Define and execute national sales strategies, strengthening

market position and driving competitive advantage

• Lead Key Account Management and commercial excellence

across Switzerland

Achievements

• Generated revenue of CHF 82.8M (Q1 2025–Q1 2026), achieving +16.3% growth vs. PY
• Improved gross margin by 35.9% in Q1 2026 (+CHF 1.6M) through a refined pricing strategy and reduced logistics costs via optimized delivery processes
• Expanded distribution and customer coverage from 70% to 95% nationwide within 12 months
• Development of new business areas and reacquisition of key customers such as Manor Food, SPAR, Coop Retail, along with expansion of the vending business.
• Achieved first-mover listing of Elfbar in Travel Retail at Zurich Airport, unlocking a high- traffic sales channel with ~90,000 daily passengers and an expected sales volume of 100,000units
• Expansion and development of Switzerland’s most powerful online shop. Achieving a revenue increase of +11.25M (2025 vs. 2026 YTD) through targeted marketing and successful online promotion.
• Scaled sales team headcount from 7 to 14 within one year, doubling field force capacity
• Implementation of new company values and a people and team focused culture, leading to a +1% increase in the internal “moodtalk score” within one year in the sales
  department.
  
  

• Managed sales operations across Central Germany, with

responsibility for revenue, distribution, and execution

• Worked across multiple channels, rolling out product strategies and ensuring they landed in the market
• Built and maintained relationships with key retail partners,

driving visibility and sell out at POS

• Translated national plans into regional actions and tracked
• performance to improve results

• Owned national key account strategy, driving revenue and margin across major FMCG tobacco customers
• Led annual negotiations and day-to-day commercial discussions securing solid and compliant agreements
• Managed and developed a Key Account team of 25, setting clear targets and accountability (Drive Revenue and Sales Volume Growth (+10%), Expand Distribution and Market Coverage, Improve Profitability and Margin Management & Enhance Forecast , Demand Planning and Sales Execution)
• Drove category and trade marketing activities to improve in-store presence and performance
• Analyzed market trends to identify opportunities for product positioning and promotional strategies.
• Developed strategic partnerships with key retailers to enhance market presence and drive sales growth.

• Managed and developed a sales team of 5 sales supervisors and 45 trade marketers
• Oversaw 10,000 customers across 9 regions, including regional key accounts
• Managed the regional budget and contributed to initiatives improving field force effectiveness
• Led cross-functional projects and delivered against business plan targets

• Managed a team of 10 Trade Marketers across 2,500 customers in gas, retail, kiosk, and convenience channels
• Set targets (increase distribution and share of shelf, conversion rate on 1-2-1 promotions and active selling), aligned priorities, and supported execution within the district
• Developed and delivered coaching plans, including regular field coaching days
• Established feedback routines, shared best practices, and led team meetings and workshops
• Participated in leadership seminars to further develop management and coaching capabilities
• Led cross-country projects for the implementation of new brands and product categories

Achievements

• Drove a step-change in market presence by increasing share of shelf in the Munich region from 18% to 27% (+9%), leveraging strategic key account negotiations, advanced category management, and disciplined in-store execution
• Accelerated market penetration by expanding overall product distribution from 70% to 89% (+19%), leading high-impact listing strategies, optimizing route-to-market, and elevating field force performance through data-driven execution

• Led and developed a sales organization of 5 Area Sales Managers and 40 sales representatives, driving performance through clear KPI ownership and a strong results-oriented culture
• Delivered against ambitious targets across revenue (profit), sales volume, and cross-selling (cross-profit), consistently tracked KPIs, identified performance gaps, and implemented targeted coaching to improve conversion and outlet productivity
  •⁠ ⁠Drove a step-change in field efficiency through the “Vision Area” project, introducing a new Route-to-Market strategy with optimized routing and stronger street focus
• Increased visit frequency from 7 to 10 visits per day, significantly improving Time-to-Sell and outlet coverage
• ⁠Successfully launched a Night & Scene strategy in Hamburg, accelerating brand presence in nightlife environments and delivering +15% sales growth in Energy and Tea segments
• Ensured consistent execution of regional and national initiatives, translating strategy into measurable in-market impact and KPI improvements
• Contributed to business planning and led key account development, including annual negotiations and systematic identification of cross-selling opportunities

• Directed and developed a team of 10 telesales professionals, fostering a high-performance culture focused on active selling and revenue generation
• Partnered cross-functionally with Field Sales, Commercial teams, and Logistics to ensure seamless customer operations and end-to-end value delivery
• Owned and consistently delivered on key operational KPIs, including service levels, customer satisfaction, and volume targets
• Achieved a 20% success rate in new product sales via telesales, significantly strengthening new product penetration and commercial impact
• Contributed to leadership-level decision-making, aligning operational execution with broader business strategy
• Implemented structured coaching and performance frameworks to enhance conversion rates, sales effectiveness, and customer engagement