Modern Trade Sales Manager - FMCG

The Sales Manager – Modern Trade is responsible for leading the development and expansion of the Company's Modern Trade business in Vietnam. This role will drive commercial growth by building strategic partnerships with key retailers, expanding customer coverage, and leading a high-performing sales team to achieve ambitious business objectives.

As the commercial lead for the Modern Trade channel, the incumbent will play a critical role in strengthening the Company's market presence, establishing new customer relationships, and executing long-term growth strategies. The role also serves as the key liaison between the Vietnam business and the Thailand headquarters, ensuring strong collaboration, effective execution, and alignment with regional business strategies.

Key Responsibilities:

1. Sales Strategy & Business Expansion

• Develop and execute the Modern Trade sales strategy in Vietnam in line with the Company's business objectives.

• Identify market opportunities and formulate strategic growth plans to expand market share and accelerate business growth.

• Build and develop new Modern Trade accounts while strengthening relationships with existing retail partners.

• Lead customer acquisition initiatives and drive successful market expansion.

• Monitor market trends, competitor activities, and customer insights to identify new business opportunities.

2. Key Account Management

• Establish and maintain strategic relationships with key Modern Trade retailers, including national and regional chains.

• Lead annual commercial negotiations covering trading terms, promotional programs, listing agreements, joint business plans, and annual business reviews.

• Drive successful product listings, category expansion, promotional execution, and merchandising excellence.

• Ensure achievement of sales volume, revenue, profitability, and market share targets.

• Continuously evaluate account performance and implement action plans to maximize business results.

3. Team Leadership & Organization Development

• Lead, coach, and develop the Modern Trade sales organization to achieve business objectives.

• Build a high-performance culture focused on accountability, collaboration, and continuous improvement.

• Provide coaching, performance management, and career development for Key Account Managers and sales team members.

• Support organizational growth by strengthening team capabilities and succession planning.

4. Cross-Functional Collaboration

• Work closely with Marketing, Trade Marketing, Supply Chain, Production, Finance, and Demand Planning teams to ensure seamless execution.

• Coordinate customer promotions, in-store activation, merchandising programs, and new product launches.

• Collaborate with Supply Chain and Demand Planning to improve forecast accuracy and inventory availability.

• Support organizational alignment and change management initiatives across functions.

5. Performance Management & Reporting

• Monitor business performance through regular sales analysis and KPI reviews.

• Prepare accurate sales forecasts, customer business reviews, and commercial reports for Country Management and Headquarters.

• Ensure compliance with company policies, commercial governance, and local regulatory requirements.

• Recommend business improvement initiatives based on market performance and customer insights.

Qualifications

• Bachelor's

Yêu cầu công việc

Qualifications

• Bachelor's degree in Business Administration, Marketing, Sales, or a related field.

• MBA or postgraduate qualification is an advantage.

Experience

• Minimum 8 years of experience in FMCG sales, including at least 3–5 years in a leadership role managing the Modern Trade channel.

• Proven experience working with multinational FMCG companies such as Unilever, P&G, Nestlé, L'Oréal, Suntory, or similar organizations.

• Strong track record in managing major Modern Trade customers, including retailers such as WinMart, Bach Hoa Xanh, LOTTE Mart, Central Retail, Mega Market, or equivalent.

• Demonstrated success in developing new Modern Trade accounts, expanding distribution, and driving sustainable business growth.

• Experience in leading customer negotiations, annual business planning, and commercial agreements.

• Proven ability to build, coach, and lead high-performing sales teams.

• Consistent record of achieving or exceeding sales, revenue, profitability, and market share targets.

• Previous experience working in Vietnam or on expatriate/regional assignments is highly preferred.

Skills & Competencies

• Strong commercial mindset with excellent negotiation and relationship management skills.

• Deep understanding of Modern Trade operations, category management, trade investment, and joint business planning.

• Strong leadership, coaching, and people management capabilities.

• Strategic thinker with excellent analytical and problem-solving skills.

• Ability to establish long-term partnerships with key retail customers.

• Strong project management and execution capabilities.

• Self-driven, results-oriented, and adaptable in a fast-paced business environment.

• Comfortable working in a multicultural organization and collaborating with regional stakeholders.

Language

• Thai nationality is strongly preferred.

• Fluent in Thai and English, both written and spoken.

• Candidates with advanced Thai language proficiency and substantial experience working with Thai organizations may also be considered.

Other Requirements

• Willingness to relocate and work in Vietnam on an expatriate assignment.

• Ability to adapt quickly to Vietnam's business and living environment.

• Comfortable working closely with Thailand headquarters and regional management, with frequent communication in Thai.

• Open to candidates currently holding positions such as Senior Key Account Manager, Sales Manager, Senior Sales Manager, Category Manager, Category Head, or equivalent, who are ready to take on broader commercial leadership responsibilities.

Quyền lợi

• Thưởng: Performance bonus