Lead SEAB’s Growth Journey in Denmark – Build on Well-Known Brands like Turtle Wax, Wunder-Baum, and WD-40

Do you want to help develop the Danish market for some of the most recognized brands in FMCG, convenience, and specialty retail? SEAB A/S is looking for an engaged and business-driven Sales Director who wants to lead a strong brand portfolio toward continued success.

SEAB is a market-leading distributor of fast-moving consumer goods (FMCG) operating throughout the Nordics. With brands such as Turtle Wax, Wunder-Baum, WD-40, STP, and Rain-X, we have a solid market presence. Our headquarters and warehouse are located in Stockholm, Sweden, and we are now focusing on strong growth in Denmark.

About the Role

As Sales Director of SEAB A/S, you will have full responsibility for our Danish operations and customer base. Our current Sales Director is retiring after holding a broad range of responsibilities — we are now looking for someone who can focus on sales and take our Danish business to the next level. You will lead and develop our sales team, currently consisting of two people, with a clear focus on growth and business development. Your mission is to implement the group’s and our brand owners’ strategies and objectives in the Danish market, strengthen customer relationships, and drive new business.

You report to the Chairman of the Board and play a key role in SEAB’s Nordic growth journey. The Danish office, with a showroom and a small warehouse, is located in Hedehusene outside Copenhagen.

Key Responsibilities:

• Develop and execute an ambitious sales strategy with high growth targets.
• Analyze market trends and adjust the strategy based on new insights.
• Identify and develop new business opportunities in both B2B and B2C.
• Manage key accounts and develop long-term business relationships.
• Be responsible for the Danish office and personnel — with the possibility to expand the team.
• Lead, coach, and inspire your sales team to achieve common goals.
• Collaborate with Nordic marketing, product, and support teams.
• Represent SEAB at trade fairs and industry events to strengthen our presence.

Who You Are:

You are strongly customer-focused and driven to create growth and win new business. You thrive working both strategically and hands-on, and you are an inspiring leader who motivates others.

You also have:

• At least 5–10 years of documented sales management experience.
• A proven track record of driving growth, winning new customers, and developing profitable business in a fast-paced and competitive market.
• Experience with both strategic responsibility and operational sales, ideally in a smaller company where you were actively involved in sales activities.
• Solid experience in KAM and new business acquisition, preferably with your own relevant network within retail, specialty, or convenience channels and excellent knowledge of the Danish market.
• Leadership experience with the ability to build, coach, and drive teams toward clear goals.
• The ability to act independently with high initiative, while also contributing to collaboration in a Nordic team.
• Fluent in Danish and English, both spoken and written.

Preferred Qualifications:

• Experience from industries such as FMCG, car care, DIY, household products, or similar.
• Experience working with both B2B and B2C, and in the intersection between professional and consumer markets.
• Used to representing the company externally at trade shows and customer events.

We Offer:

• A key role in a growing and ambitious company.
• The opportunity to influence and shape SEAB’s future in Denmark.
• A dynamic and collaborative corporate culture.
• A strong portfolio of well-known brands and a solid reputation.

In this recruitment process, SEAB is collaborating with Rubino Rekrytering. If you have any questions about the role, please contact our recruitment consultant Hanne Rubino, +46 739 015 911.

Please send your application as soon as possible, as we interview candidates on an ongoing basis.

About Us

SEAB was founded in the 1960s and is today the Nordic region’s largest distributor of car care products. In addition to consumer products, our range includes professional products for reconditioning, car wash equipment, and car service facilities. SEAB Group employs around 150 people across the Nordics and has an annual turnover of approximately SEK 600 million. Headquarters and warehouse are located in Sigtuna, Sweden, with offices in Norway, Denmark, and Finland.

Examples of some of our brands include Turtle Wax, STP, and Wunder-Baum — internationally renowned products available in most auto accessory stores and service stations. More technical products such as WD-40, Bar’s, Permatex, and Hammerite are also distributed through DIY stores, as well as hardware, construction, and paint retailers.

SEAB’s headquarters have been environmentally certified since 2002 according to ISO 14001 and quality certified according to ISO 9001 since 2015.