• Lead the national sales strategy and execution for the Mamee Beverage portfolio across General Trade (GT) and Modern Trade (MT). The role is accountable for sustainable revenue growth, distribution expansion, channel profitability, trade investment effectiveness, customer development and disciplined sales operations. The position leads the GT and MT sales organisation, translates brand and business priorities into channel plans, and partners cross-functionally to deliver strong in-market execution and customer value.

National Sales Strategy & Business Delivery 

• Develop and execute the annual national sales plan for the beverage portfolio across GT and MT, aligned with company growth, brand and profitability objectives.
• Own sales delivery by channel, region, customer and SKU, including volume, net sales, gross contribution, distribution and market execution targets.
• Translate business priorities into clear channel strategies, customer plans, sales calendars and execution standards.
• Monitor market, customr and competitor developments and recommend timely commercial actions to protect growth and profitability.

 General Trade Leadership 

• Drive GT growth through effective distributor management, route-to-market development, outlet coverage, numeric distribution and salesforce productivity.
• Establish distributor targets, operating rhythms and performance scorecards; conduct structured reviews and implement recovery plans where required.
• Improve outlet execution, including availability, visibility, merchandising, recommended assortment, pricing and promotion compliance.
• Identify white-space opportunities by geography, outlet type and consumption occasion to expand the beverage business.

 Modern Trade & Key Account Management 

• Lead joint business planning and commercial negotiations with national and regional MT customers, ensuring balanced growth and sustainable terms.
• Develop customer-specific plans covering assortment, listings, promotions, visibility, activation, pricing and supply requirements.
• Build productive relationships with key customer decision-makers and ensure timely resolution of service, commercial and operational issues.
• Review account profitability, trade terms, claims, deductions and receivables, and drive corrective action where performance is below plan.

 Trade Investment & Revenue Management 

• Own the trade investment budget for GT and MT, ensuring governance, accurate accruals, disciplined utilisation and measurable return on investment.
• Evaluate promotional mechanics and customer programmes using pre- and post-evaluation to improve incremental sales, margin and execution quality.
• Partner with Finance and Marketing on pricing, pack-price architecture, customer terms and revenue growth opportunities.
• Ensure all commercial agreements, claims and approvals comply with company policies and delegated authority.

 Sales Forecasting & Operational Excellence 

• Lead the monthly sales forecast and demand review by channel, customer and SKU, providing clear assumptions, risks and opportunities.
• Collaborate with Demand Planning, Supply Chain and Operations to improve forecast accuracy, service levels, stock freshness and availability.
• Monitor inventory health, slow-moving and obsolete stock, returns and near-expiry exposure, and drive timely mitigation actions.
• Establish accurate sales reporting, dashboards and review routines to support fact-based decisions and accountability.

 Team Leadership & Capability Building 

• Lead, coach and develop the GT and MT teams with clear goals, role accountability, field coaching and regular performance conversations.
• Build sales capability in negotiation, distributor management, key account planning, category selling, forecasting and commercial acumen.
• Promote a high-performance, collaborative and ethical culture consistent with Mamee values and expected leadership behaviours.
• Assess organisation and territory effectiveness and recommend structure, manpower or capability improvements to support growth.

 Cross-Functional Collaboration & Governance 

• Partner closely with Marketing, Trade Marketing, Finance, Supply Chain, Demand Planning and Customer Service to deliver integrated commercial plans.
• Provide constructive sales input into innovation, launch readiness, portfolio priorities and channel activation plans.
• Ensure compliance with company policies, competition requirements, customer agreements and all relevant laws and regulations.
• Perform other duties or lead special commercial projects assigned by the superior from time to time.

Requirements

• Degree preferred but not mandatory; proven sales leadership, strong execution capability and a track record of delivering results are key.
• FMCG sales experience, including substantial leadership responsibility across both GT and MT. Beverage category experience is strongly preferred.
• Demonstrated experience in national sales planning, distributor and route-to-market management, key account negotiation, trade investment and P&L-oriented decision-making.
• Proven ability to lead managers and field teams, build capability, set performance discipline and influence across functions.
• Strong numerical and analytical skills; proficient in Microsoft Excel and PowerPoint. Experience with sales, distributor, ERP, TPM or business intelligence systems is an advantage.
• Willing and able to travel extensively within Malaysia according to business needs.