• Seeks to understand each customer’s needs, challenges, and goals • Act as the primary steward of the customer experience within the assigned geography • Engage directly with customers through hands‑on selling and frequent in‑person meetings • Nurture and grow customer relationships • Map the market with a customer‑first lens • Guide and coordinate day‑to‑day sales activities across all Bakery & EFT applications • Champion customer satisfaction and service excellence • Develop customer‑aligned sales plans, budgets, and forecasts • Maintain accurate and insightful CRM data • Manage and support regional Agents (when applicable) • Align pricing, discounts, and commercial terms with Business Units • Represent the Bakery & EFT Business Units in customer negotiations • Contribute to strategy, business development, and R&D efforts • Facilitate VOC/OVOC activities and coordinate joint development initiatives • Model GEA’s values, code of conduct, and strategic direction • Deliver the agreed annual country targets • Recruit, develop, and lead regional teams