Sales Manager - Premium FMCG (Singapore)

About the role

An experienced, commercially driven Sales Manager is sought to lead and grow the Singapore market for a premium FMCG brand. The role covers On-Trade, Off-Trade, Distributor and Direct HORECA channels, and plays a key part in building the company's emerging D2C and e-commerce business.

Key responsibilities

• Develop and execute the overall sales strategy for Singapore across On-Trade, Off-Trade, HORECA and Distributor channels
• Grow relationships with distributors, key accounts, retailers, restaurants, hotels and cafés
• Drive sell-in and sell-out, and manage targets, revenue, margins, distribution, inventory and other commercial KPIs
• Identify new business opportunities and build channel-specific strategies, pricing and promotions
• Analyse sales data and market performance, and prepare forecasts and performance reports for management
• Support the company's own sales website and D2C channel, and prepare for expansion onto e-commerce platforms such as Shopee and Grab
• Work with marketing and operations on product launches and campaigns, and monitor competitors and market trends

Required profile

• 5+ years of sales experience in FMCG, preferably premium or high-end, beverage, food, lifestyle or consumer brands
• Proven experience managing On-Trade and Off-Trade channels, distributors and direct HORECA customers
• Track record of achieving and exceeding sales targets
• Experience developing new channels and growing brands; e-commerce / D2C experience is a strong advantage
• Existing network in Singapore restaurants, hotels, cafés, premium retail and/or distributors is highly preferred

Required skills

• Strong commercial and analytical skills with numerical sensitivity
• Comfortable working with sales data, revenue, margins, targets and forecasts
• Communication, negotiation and stakeholder management skills
• Understanding of the Singapore FMCG market and route-to-market dynamics