Sales Manager— Mum & Baby

Anker Innovations; Jakarta Timur; On-site; IDR 260,000,000 - 420,000,000; Full time

Job summary

Anker Innovations seeks a results-driven Mum & Baby Sales Manager to spearhead market expansion in Indonesia. You will lead sales growth, build channel partnerships, and strengthen our brand across Indonesia's mum & baby retail landscape.

You will nurture relationships with retail chains, distributors, and stores, expand coverage in modern and traditional trade, and collaborate with product and marketing teams to stay ahead of trends.

Qualifications

• 5+ years of sales leadership experience in mum & baby, FMCG, or consumer goods in Indonesia.
• Deep knowledge of Indonesian mum & baby retail landscape and trends.
• Track record of managing key accounts and achieving sales targets.
• Experience with PSI management, demand forecasting, or category management valued.
• Excellent communication and negotiation skills in Bahasa Indonesia and English.

Responsibilities

• Develop relationships with key mum & baby retail chains, distributors, and stores across Indonesia.
• Identify and convert new sales opportunities and expand channel coverage.
• Achieve quarterly and annual sales targets through data-driven strategies.
• Negotiate terms, listings, and promotional calendars with partners.
• Monitor market trends, pricing, and consumer preferences; provide insights to product/marketing.
• Support product training and in-store activations to drive brand visibility.
• Lead PSI management and coordinate with supply chain for timely delivery.

Skills

Sales leadership

Channel partnerships

Indonesian market knowledge

English fluency

Negotiation

Education

Bachelor's degree in Business/Marketing

Job description

We are seeking a results-driven Mum & Baby Sales Manager to lead our market expansion in Indonesia. This role will be responsible for driving sales growth, building channel partnerships, and strengthening our brand presence across Indonesia's fast-growing mum & baby retail landscape.

Indonesia is the largest market in Southeast Asia with a high birth rate and rapidly expanding middle class — presenting a significant opportunity for mum & baby brands. We are looking for someone with deep local market knowledge and established relationships with key retail partners.

Key Responsibilities

• Develop and nurture long-term relationships with key mum & baby retail chains, distributors, and independent stores across Indonesia
• Identify and convert new sales opportunities within the mum & baby market, expanding channel coverage in both modern retail and traditional trade
• Consistently achieve and exceed quarterly and annual sales targets through data-driven sales strategies
• Negotiate trading terms, listing agreements, and promotional calendars with retail partners
• Monitor and analyze market trends, competitor activities, pricing strategies, and evolving consumer preferences in the Indonesian mum & baby space
• Provide actionable insights to the product and marketing teams to enhance product positioning and market competitiveness
• Track category performance and emerging sub-segments (feeding, diapering, nursery, travel gear, etc.)

3. Inventory & PSI Management

• Implement effective PSI (Purchase-Sales-Inventory) management to maintain optimal stock levels and minimize out-of-stock or overstock situations
• Utilize sales data and demand forecasting to optimize replenishment cycles and stock allocation across channels
• Coordinate with supply chain and logistics teams to ensure timely delivery to retail partners

4. Product Expertise

• Maintain deep product knowledge across our mum & baby portfolio, staying current on industry trends, safety standards, and innovations
• Conduct product training sessions for retail staff and distributor sales teams
• Serve as the go-to product expert for clients, addressing inquiries with authority and accuracy

5. Retail Excellence & Brand Visibility

• Conduct regular store visits to key retail locations, ensuring excellent in-store execution and planogram compliance
• Manage and deploy POSM (Point of Sale Materials) including display stands, posters, brochures, shelf talkers, and promotional materials
• Collaborate with the marketing team to execute in-store activations, demo events, and promotional campaigns that drive brand awareness and sell-through

Requirements

• 5+ years of proven sales experience, preferably within the mum & baby, FMCG, or consumer goods industry in Indonesia
• Strong understanding of the Indonesian mum & baby retail landscape, market trends, and consumer purchasing behavior
• Demonstrated track record of managing key accounts and achieving sales growth targets
• Experience with PSI management, demand forecasting, or category management is highly valued
• Excellent communication, negotiation, and interpersonal skills — fluent in Bahasa Indonesia and English (both written and spoken)
• Bachelor's degree in Business, Marketing, or a related field
• Self-motivated and able to work both independently and collaboratively within a cross-functional team
• Willingness to travel within Indonesia for store visits and partner meetings (approximately 40-50% travel)

Preferred Qualifications (Nice to Have)

• Established relationships with key Indonesian mum & baby retailers such as Mothercare Indonesia, Babyshop, Lilla (Sociolla), Sonobebe, Babywise, Suzanna, or regional/local baby shop chains
• Experience working with e-commerce platforms (Tokopedia, Shopee, Lazada) in the mum & baby category
• Understanding of BPOM and SNI regulatory requirements for baby products in Indonesia
• Experience launching new brands or product lines in the Indonesian market