Within a fast-paced industry, Telenet & Base points of sale are at the center of the commercial success and strategy, offering a crucial link in its one voice, seamless customer approach.

Providing the opportunity for high-value personal interaction with our – potential – customers, we are putting key efforts into building an amazing customer experience and becoming and staying a brand of choice.


We are looking for a sales director that will be nationally responsible for all the BASE owned shops and resellers or external partners. He/ she will have a dedicated team of 5 District managers and 3 Key Account Managers and can rely on a strong Retail Operations team to advise and support you. The position leads 380 own employees within the BASE branded shops. The position manages and is responsible for an (OPEX) budget and reports directly to the VP Retail.


He/she will receive a clear mandate, within the boundaries of the new strategy, to facilitate the transition for his division to the new structure. Telenet group aspires to be the number 1 position and this division will play a crucial role in the achievement of this objective.

What are you bringing to the table

A born leader leveraging a big team to a higher level

He/she will lead this team with a can-do mentality and his/her contagious enthusiasm. The sales director will have to develop his/her division into a ‘leading player‘, a ‘best in class’ actor on the marketplace, ensuring the BASE sales organization can deliver and contribute to growth and customer delight. He/she must have the ability to build and motivate the team.  For that reason, we don’t need a top-down type of leader.

Facilitating and implementing change

Because of the context of change, the ideal candidate already has experience with implementing change. You will in turn advise on next steps and choices, relying on your insights and experience. He/she must be able to unify a diverse team and get them to support a common goal.  As this implies important changes made to ways of working, you possess the right amount of sensitivity in working with people faced with this type of change and guide them in understanding and implementing the vision you communicate.


With a mindset of being a disruptive innovator helping to  anticipate the trends and evolving customer expectations

We believe that staying on top of things and creating new insights is one of the key success factors for building a strategic advantage within this very competitive market.

The ideal candidate has a clear and intrinsic passion for retail and sales, a drive for results and strong operational management skills. This combined with an openness to integrate new insights in the way to go forward is essential to stay ahead.


  • Minimum 10 years at retailer side or a service-oriented company with an omni-channel approach and with a retail network of shops

  • Several years of experience in a commercial operational role within such a retail environment (cfr Sales & service manager) – owned or Franchised

  • Experience in leading large teams while implementing important change  (process, people, structure)

  • Very strong people manager

  • Strategic and conceptual ability

  • Strive for operational excellence

  • Client centric business mindset: puts the client at the center of the strategy

  • Creates confidence and trust

  • Has a very positive attitude and can-do mentality, contagious enthusiasm

  • Embraces change and challenges status quo

  • Does not lead out of control but empowers

  • Does not divide but federates, unites

  • Mix participative and directive leadership, but a not in a top-down way

  • Higher education

  • Bi-lingual (Dutch-French)

  • Has a vision on what the retail will be in the future and how to prepare the organization

  • Experience with proximity to the local market

Nice to haves

  • French as mother tongue

  • Has worked in complex matrix organizations

  • Experience in leading virtual teams

  • Affinity with new technologies

Do you feel a fit? 

Then don't hesitate to contact us

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