Role Purpose
The Head of Sales & Marketing will lead the integrated commercial strategy to drive hyper-growth in the assigned region. This dual-faceted role requires a leader who can build a powerful brand (Marketing) while aggressively scaling distribution networks (Sales/RTM) in the highly competitive F&B landscape.
Key Responsibilities
1. Sales & Distribution Strategy
- RTM Excellence: Design and optimize the distribution network. Decide where to use Direct-to-Retail vs. Sub-distributors vs. Wholesalers to ensure maximum product availability.
- Key Account Management (KA): Lead negotiations for listing, shelf-space (Planograms), and promotional slots with major regional retailers (e.g., 7-Eleven, Lotus’s, Dairy Farm, AEON).
- Field Force Effectiveness: Implement KPIs for the sales team/distributors focused on "The 5 Ps": Presence, Positioning, Pricing, Promotion, and Persuasion.
- B2B & Foodservice: Identify and penetrate the HORECA (Hotels, Restaurants, Cafes) channel to build bulk-volume sales and brand visibility.
2. Commercially-Driven Marketing
- GTM Planning: Lead the commercial launch of new SKUs, ensuring that "Marketing Buzz" aligns perfectly with "Product on Shelf" timing.
- Trade Marketing (The Bridge): Allocate the trade spend budget to drive immediate off-take. Design high-impact POSM, "Buy-1-Get-1" mechanics, and retailer incentive programs.
- Brand ROI: Manage the A&P budget with a strict focus on ROI. Ensure marketing activities result in measurable sales lifts.
- Consumer Mapping: Use local market data to identify "Hot Zones" for expansion based on consumer demographics and purchasing power.
3. Financial & Operational Leadership
- P&L Management: Total ownership of the Top-line (Revenue) and Bottom-line (Contribution Margin). You are responsible for balancing aggressive growth with sustainable profitability.
- Pricing Strategy: Set channel-specific pricing and discount structures that protect brand equity while remaining competitive against local players.
- Forecasting: Work closely with Supply Chain to provide accurate sales forecasts, minimizing out-of-stock (OOS) incidents and excess inventory write-offs.
Core Requirements
- 10+ years of experience in F&B sales and marketing. You must understand the nuances of perishability, shelf-life, and cold-chain (if applicable).
- Proven track record of moving between Strategic Planning and Market Execution (Street-level store visits).
- Asia Experience: Deep familiarity with the Asian retail landscape—specifically the shift from Traditional Trade (mom-and-pop shops) to Modern Trade and E-commerce.
- Professional-grade English is mandatory.
