Country Manager BENELUX
About the company
Pure Pet Food is a UK-founded pet nutrition company specialising in personalised, subscription-based dog food made from gently dehydrated, natural ingredients. The product is designed to offer a convenient alternative to traditional kibble and raw feeding—pet owners simply add water to rehydrate the meals. In the Netherlands, Pure Pet Food operates as part of its broader Benelux expansion, serving Dutch customers through a growing e-commerce and subscription model supported by regional logistics. The Netherlands is an important market for the company due to high pet ownership, strong demand for premium pet nutrition, and early adoption of subscription-based consumer goods.
The opportunity
Pure Pet Food is now building in the Netherlands what we've already built in the UK. The playbook exists. The team is in place. What's missing is someone who doesn't just work hard. Pure Pet Food needs someone who works smart, sells brilliantly, pushes everyone around them to be better, and refuses to accept results that don't move. If you've ever been told you set standards others couldn't match, that you pushed too hard on performance, or that you cared too much about winning you are probably exactly who the business is looking for.
The role
You'll own the Benelux direct sales operation entirely, and the scope is there to lead Pure's expansion across Europe. We're hiring someone who could run that, and for the right person, it won't take long. You will own commercial performance across the Benelux — revenue, SPS, retention, conversion, growth, sales team, also the management of the brand ambassadors (30 of them), logistics, and sales trainings. That means getting on the floor and selling, coaching Brand Ambassadors to a standard most of them haven't reached before, and using the support of our internal recruiter and events coordinator in Amsterdam to build properly and fast. You don't need to run every detail you need to be sharp enough to see what's coming and organised enough to make sure the operation is ready for it. Pure Pet Food is looking for someone who makes hard work look effortless because they're smarter, sharper and more commercially tuned than the people around them the kind of person who walks into an underperforming situation, reads it in ten minutes and knows exactly what to change. You'll take the proven direct sales playbook behind our £21 million UK operation and execute it. You are not here to reinvent anything. You're here to be the reason it works, and the reason the people delivering it perform at a level they didn't think they were capable of.
Key requirements
• Must be based in the Netherlands.
• Amsterdam office min. 3 days per week.
• Weekend work will be required, covered by the TOIL policy.
• Regular travel to the UK and report into the Sales Director.
• Dutch and English fluency — non-negotiable.
• Full-time basis.
Who wins here
Ahead of the Pack — you have owned something commercially and have specific numbers to prove what happened because of you. Not a team effort. Not a company result. You. And when performance wasn't good enough, you said so directly and did something about it. You can show a decent track record of progress within your career so far. If you have never been promoted this isn’t the role for you.
Best in Show — you know sales at a level most people never reach: the psychology, the process, the close, the recovery. You've been top of the board and found it boring when others weren't close. You don't just hit targets you make the people around you hit theirs.
New Tricks — you think logically, get ahead of problems and make decisions quickly. You use data to act, not to report. You don't wait to be told something isn't working you already know, and you've already fixed it.
Paws & People First — you lead honestly, hold the line on performance and develop the people worth developing. You don't carry passengers or soften feedback that needs to land, and you don't apologise for having standards most people find uncomfortable.
Pure Pet Food is looking for people who have been genuinely exceptional at something, academically, commercially, in sport, or in something you built yourself. They don't mind where you proved it; we mind that you did. A background in competitive sport at any level is a significant bonus, you need to have that competitive edge. Pure Pet Food doesn't care what industry you've come from. They care that you were the best in it, and that the people around you knew it. But you’re just getting started and you will be successful.
FMCG/Consumer
Amsterdam Office
DD: +31 20 809 0094
M: +31 623 436 542
E: paulina.rogowska@nigelwright.com