Assistant Sales Manager / Sales Manager

Country Farms Sdn Bhd; Shah Alam; On-site; MYR 60,000 - 100,000; Full time

Job summary

Country Farms Sdn Bhd is seeking an Assistant Sales Manager in Malaysia to develop and execute strategic sales plans, drive revenue growth, and expand market share. You will manage a sales team, budgets, and key accounts while coordinating with cross-functional teams to ensure product availability and effective promotions.

The role requires strong leadership, negotiation, and analytical skills with FMCG experience and a focus on customer satisfaction and profitability.

Qualifications

• Bachelor's degree or professional qualification in Business, Marketing, Economics or related field.
• 5–8 years of relevant sales experience in FMCG, with 2–3 years in a managerial capacity.
• Proven experience in key account and distributor management, sales planning and trade marketing execution.

Responsibilities

• Develop and execute short- and long-term sales strategies to meet targets and grow revenue.
• Plan and optimize sales routes, territories, and distribution to maximize market penetration.
• Monitor sales activities, coverage, and performance to ensure effective execution of plans.
• Analyze market trends, customer needs and competitor activities to identify growth opportunities.
• Build and maintain relationships with key accounts, distributors and strategic partners.
• Negotiate pricing and terms while protecting margins and ensuring policy compliance.
• Collaborate with Marketing, Product Development, Procurement and Supply Chain to align plans.

Skills

Sales leadership

Key account management

Budget management

Trade marketing

Education

Bachelor's degree or professional qualification

Job description

Develop and execute short- and long-term sales strategies to achieve sales targets, drive revenue growth, expand market share, and acquire new customers.

Plan and optimize sales routes, territories, and distribution coverage to maximize sales effectiveness and market penetration.

2. Budget & Performance Management

Develop and manage departmental budgets, ensuring effective resource allocation, cost control, and optimal return on investment (ROI).

Establish sales targets, territory budgets, and KPIs for the sales team, monitor performance, and implement corrective actions to achieve business objectives.

Lead, motivate, and manage the sales team to drive productivity, accountability, and achievement of sales targets.

Identify competency gaps and arrange or recommend appropriate training and development initiatives to strengthen team capabilities.

4. Sales Execution & Market Analysis

Monitor sales activities, customer coverage, store call cycles, and sales performance to ensure effective execution of sales plans.

Analyse market trends, customer needs, and competitor activities to identify growth opportunities and refine sales strategies.

Develop and maintain strong relationships with key accounts, distributors, and strategic business partners to drive sustainable sales growth and customer loyalty.

Negotiate pricing, commercial terms, and sales agreements while protecting targeted profit margins and ensuring compliance with company policies.

6. Product & Market Development

Evaluate product gaps and recommend product improvements or new product opportunities based on customer feedback, market demand, and competitive analysis.

Identify new market segments, distribution channels, and strategic partnerships to expand market reach and business opportunities.

Prepare and analyse sales reports, forecasts, and market performance data to identify trends, assess business performance, and support management decision-making.

Monitor sales targets, revenue, profitability, and customer performance, recommending appropriate actions to address gaps and improve results.

8. Customer Service & Credit Control

Resolve escalated customer issues promptly and implement preventive measures to minimize recurring complaints and improve customer satisfaction.

Oversee accounts receivable and collection performance, working with Finance to manage credit exposure, reduce overdue balances, and improve cash flow.

9. Cross-Functional Collaboration

Work closely with Marketing, Product Development, Procurement, and Supply Chain teams to align sales plans with promotional activities, product availability, customer requirements, and inventory management.

Provide market and customer insights to support product planning, demand forecasting, and business development initiatives.

10. Continuous Improvement & Industry Awareness

Identify opportunities to improve sales processes, operational efficiency, distribution effectiveness, and customer service standards.

Keep abreast of FMCG industry developments, regulatory requirements, market trends, and relevant technologies to strengthen the company's competitive position.

Job Requirements

Bachelor's degree or professional qualification in Business Studies, Marketing, Economics, or a related discipline.

5–8 years of relevant sales experience in the FMCG industry, including at least 2–3 years in a managerial or supervisory capacity.

Proven experience in key account management, distributor management, sales planning, and trade marketing execution.

Demonstrated ability to develop sales strategies, manage budgets, analyze sales performance, and achieve revenue and profitability targets.

Strong leadership, negotiation, communication, analytical, and problem-solving skills.

Good understanding of FMCG distribution channels, retail operations, market development, and customer relationship management.

Proficient in sales reporting, forecasting, and data analysis to support business decisions.

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Your application will include the following questions:

• What's your expected monthly basic salary?
• How many years' experience do you have as an Assistant Sales Manager?
• Which of the following types of qualifications do you have?
• How many years of FMCG Sales experience do you have?

Agriculture, Forestry & Fishing 51-100 employees

Country Farms Group of Companies (CFG) is a growing FMCG group in the wellness and health-oriented sector. With brands including Country Farm Organics, Beyond Meat, Nature’s Quest, Vince BetterFoods, Signature Premium Organic, JannaFarm and ANDA bottled water, we are one of the largest producers and marketers of nutraceuticals, functional food, organic and natural-based consumer products in Malaysia and significantly in the Asia Pacific Region.

The company markets healthier better-for-you consumer goods through both physical retail stores and e-commerce channel. We are dedicated to an exciting mission of introducing accessible and high quality healthier products to all consumers in the country and the surrounding regions. In line with our rapid expansion, we welcome enthusiastic and dynamic people to come on board to be part of our team.

Country Farms Group of Companies (CFG) is a growing FMCG group in the wellness and health-oriented sector. With brands including Country Farm Organics, Beyond Meat, Nature’s Quest, Vince BetterFoods, Signature Premium Organic, JannaFarm and ANDA bottled water, we are one of the largest producers and marketers of nutraceuticals, functional food, organic and natural-based consumer products in Malaysia and significantly in the Asia Pacific Region.

The company markets healthier better-for-you consumer goods through both physical retail stores and e-commerce channel. We are dedicated to an exciting mission of introducing accessible and high quality healthier products to all consumers in the country and the surrounding regions. In line with our rapid expansion, we welcome enthusiastic and dynamic people to come on board to be part of our team.

What can I earn as an Assistant Sales Manager