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Firbeson Industrial Pte. Ltd. seeks a General Manager, Sales for ASEAN, based in Singapore. You will lead the subsidiary's commercial operations, oversee personnel, strategy, distribution and regional business in Singapore, Malaysia, Thailand, Indonesia and Vietnam.
You will manage key accounts and distributors, drive negotiations, and ensure timely order fulfilment with UK manufacturing. A senior role demanding strong commercial judgement and regional growth focus.
General Manager, Sales – ASEAN Region, based permanently in Singapore. You will take full responsibility for the management and commercial operation of Firbeson Industrial Pte. Ltd., the Singapore subsidiary of Firbeson Automation UK Ltd. This is the senior leadership position of the subsidiary, with significant autonomy over personnel, market strategy, distribution channels, customer development and regional business operations across key ASEAN markets, including Singapore, Malaysia, Thailand, Indonesia and Vietnam.
Develop and execute the annual sales strategy and channel development plan for Singapore and the wider ASEAN region, and be accountable for overall business results, including revenue, profitability, accounts receivable and payment collection, market share and regional business growth
Develop and expand relationships within the local and regional HVAC, M&E, building automation, construction, system integration and distribution sectors
Independently manage key account development, distributor and channel development, commercial negotiations, project tenders, quotations and contract negotiations, order conversion and full-cycle payment and accounts receivable management
Build and manage the Singapore-based sales, commercial and administrative team, establish performance evaluation systems, internal workflows and operating procedures, staff training and development programmes
Take full responsibility for day-to-day team performance and employee retention
Coordinate directly with the Group's UK manufacturing facility regarding production scheduling, order fulfilment, delivery planning, logistics, technical support, quality issues, customer complaints and after-sales matters
Ensure the regional supply chain operates efficiently and customer delivery commitments are met
Oversee the compliant operation of the Singapore company, including coordination of accounting and taxation, annual statutory filings, corporate administration, legal matters, banking and financial compliance
Coordinate regional industry exhibitions and trade shows, brand promotion, market research, and industry networking and relationship management
Take responsibility for controlling regional operating costs and managing contractual, credit, bad-debt, commercial and operational risks, and prepare monthly management and business performance reports
Bachelor's degree or above, with fluent business English
At least one year of professional experience in the HVAC, building automation, M&E or related engineering industry, with a good understanding of HVAC systems, valves, actuators and associated HVAC control equipment
Experience in managing overseas subsidiaries, developing new markets and managing teams is highly desirable
Previous experience as a Regional General Manager, Country Manager, Regional Sales Director or similar senior overseas commercial role will be an advantage
Strong commercial judgement, a results-oriented mindset and the ability to perform effectively under pressure
Strong capabilities in channel development, distributor recruitment and key account management
Willing to work full-time and remain permanently based in Singapore
Demonstrate long‑term commitment to the role and support the Group's international growth strategy
Singapore Citizens or Permanent Residents (PRs)
Candidates with established Southeast Asian distributor networks, customer relationships or engineering/project resources will be given preference
Fixed monthly salary SGD 7,000–10,000, depending on experience, industry connections, management capability and overall qualifications
8% annual profit-based performance incentive upon successful completion of probationary period and subject to achieving annual net profit target set by the Board
Standard Singapore full‑time employment benefits
Statutory CPF contributions
Paid annual leave
Business travel allowances and reimbursements
Appropriate support and benefits associated with the position
Firbeson Automation UK Ltd. is a UK-based HVAC controls company with its own manufacturing facility. The company specialises in core HVAC and building automation products, including damper actuators, motorised control valves, and fire & smoke damper actuators. Our products are supported by a comprehensive portfolio of international certifications, including CE, UKCA, UL and RoHS, and are supplied to customers across Europe, the Middle East, Southeast Asia, the United States and other international markets.
Firbeson Industrial Pte. Ltd. is a wholly owned Singapore subsidiary of Firbeson Automation UK Ltd. It is responsible for market development, distributor and channel development, product sales, customer account management and regional brand operations across key ASEAN markets, including Singapore, Malaysia, Thailand, Indonesia and Vietnam.