Assistant Sales Manager

Assistant Sales Manager (Sauce and Condiment Industry) for General Trade (GT) and HoReCa channel; focused on driving sales and business growth within West Malaysia region. This role involves a mix of strategic planning, team leadership, and hands‑on execution in the field.

Key Responsibilities

Sales Strategy and Planning

Develop and implement effective regional sales strategies and plans to achieve revenue, volume, and distribution targets.

Conduct market analysis, monitor industry trends, and analyze competitor activities to identify growth opportunities and refine sales approaches.

Collaborate with the marketing teams to align regional strategies with overall business objectives.

Team Leadership and Management

Lead, mentor, and coach a team of sales representatives and / or distributor sales representatives to ensure high performance and career development.

Set clear performance goals and KPIs for the team and conduct regular performance reviews.

Oversee the recruitment, training, and retention of a high‑performing sales team.

Distributor and Key Account Management

Build and maintain strong, long‑term relationships with distributors, wholesalers, and key general trade customers.

Negotiate sales contracts, promotions, and trade terms to ensure profitability and support business growth.

Monitor distributor performance and ensure compliance with company policies and standards.

Lead the sales efforts for the HoReCa channel and food service providers.

Negotiate supply contracts, pricing, and product placement, providing technical sales support and product training as needed.

Market Execution and Operations

Ensure effective execution of sales plans and trade marketing initiatives in the assigned region.

Monitor product availability, visibility, and stock levels at the retail level.

Manage budgets and resources effectively to maximize return on investment.

Provide timely and accurate sales reports, market feedback, and forecasts to senior management.

Key Requirements

Education & Experience

Bachelor’s Degree in Business Administration, Marketing, or related field.

Minimum 3–5 years of relevant sales experience in FMCG, preferably in sauces, condiments, or food products.

In‑depth knowledge of the General Trade channel in West Malaysia, including its distribution networks, key players, and market dynamics.

Proven track record in managing both B2B and B2C channels.

Experience handling West Malaysia region is highly preferred.

Strong leadership and team management skills.

Excellent negotiation, communication, and interpersonal abilities.

Analytical mindset with strong numerical and forecasting skills.

Familiar with West Malaysia’s retail landscape and distribution network.

Other Requirements

Willing to travel extensively the assigned region of West Malaysia.

Possess own transport and valid driving license.

Proficiency in English and Bahasa Malaysia (Mandarin is an added advantage).

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