Head of Commercial (HOC)

Country Farms Sdn Bhd; Shah Alam; Sur place; MYR 300 000 - 540 000; Plein temps

Résumé du poste

Country Farms Sdn Bhd is seeking an experienced Head of Commercial (HOC) to lead its commercial functions and drive sustainable growth across the group's wellness and health-oriented FMCG brands.

The HOC will develop and execute commercial strategies, strengthen market presence, expand distribution channels including modern trade, general trade, HORECA, wholesale and e-commerce, and drive sales and marketing performance with a data-driven approach.

Qualifications

• Bachelor's degree required in business/marketing or related field.
• Minimum 10 years in sales, marketing or commercial management with at least 5 years in a senior leadership role.
• Proven revenue growth, market expansion and profitability track record.
• Strong FMCG/health food or wellness sector experience and multi-channel distribution skills.

Responsabilités

• Develop and execute the group's commercial strategy and annual plans.
• Lead sales, marketing, business development and distribution efforts.
• Expand distribution networks across modern trade, general trade, HORECA, wholesale and e-commerce.
• Monitor performance via KPIs, budgets and profitability targets.
• Collaborate with Operations, Finance and Procurement to align forecasts and commercial needs.

Connaissances

Leadership

Strategic Planning

Sales & Marketing

Multi-Channel Distribution

Negotiation

Formation

Bachelor's Degree in Business Administration, Marketing, Commerce or a related discipline

Outils

Microsoft Office

Description du poste

A growing FMCG group in the wellness and health-oriented food and beverage sector is seeking an experienced and results-driven Head of Commercial (HOC) to lead its commercial functions and drive sustainable business growth.

The successful candidate will be responsible for developing and executing commercial strategies, strengthening market presence, expanding distribution channels, driving sales and marketing performance, and identifying new business opportunities across the group's portfolio.

A. Purpose of the Job

The Head of Commercial (HOC) plays a key leadership role in driving the company's overall commercial strategy, revenue growth, market expansion and profitability.

Reporting to the General Manager and Managing Director, the HOC will be responsible for overseeing sales, marketing, business development, distribution channel development and commercial performance across the group.

As part of the senior management team, the HOC will work closely with other functional heads to align commercial strategies with the company's overall business objectives.

The role requires strong leadership, strategic thinking, financial acumen and proven experience in managing sales and marketing functions, preferably within the FMCG or food and beverage industry.

The HOC will be responsible for developing new markets, strengthening existing customer relationships, expanding the company's product portfolio commercially and maximising business opportunities through various distribution channels, including modern trade, general trade, HORECA, wholesale and e-commerce.

B. Core Responsibilities and Tasks

1. Commercial Strategy & Business Planning

Develop, formulate and execute the company's commercial strategies and annual business plans in alignment with overall corporate objectives.

Provide strategic leadership in driving revenue growth, market expansion and sustainable profitability.

Establish and monitor key performance indicators (KPIs) for sales, marketing, business development and commercial performance.

Analyse market trends, consumer behaviour, competitor activities and business performance to identify growth opportunities.

Present commercial performance, strategic recommendations and business improvement plans to the General Manager and senior management.

2. Sales Management & Revenue Growth

Lead and oversee sales activities across all distribution channels to achieve revenue, sales volume and profitability targets.

Develop and implement effective sales strategies, pricing structures, promotional plans and customer development initiatives.

Identify and secure new business opportunities, key accounts, distribution partnerships and long-term commercial agreements.

Monitor sales performance, customer profitability, market coverage and sales team effectiveness.

Work closely with Finance to monitor customer credit exposure, outstanding payments and timely collections.

Develop strategies to minimise sales returns, damaged goods, short-expiry products and excessive inventory at customer outlets.

3. Business Development & Distribution Channels

Develop and expand the company's distribution network across modern trade, general trade, HORECA, wholesale, e-commerce and other potential channels.

Establish and maintain strong business relationships with key customers, distributors, retailers and strategic partners.

Identify and evaluate new markets, territories, partnerships and business opportunities.

Lead commercial negotiations, business proposals, customer agreements and distribution arrangements.

Monitor distributor and key account performance to ensure achievement of agreed commercial objectives.

Represent the company at trade exhibitions, business networking events, industry functions and customer engagements.

4. Commercial Performance & Profitability

Develop and manage commercial budgets, sales forecasts, revenue targets and profitability plans.

Monitor product pricing, gross margins, promotional expenses and customer profitability.

Identify opportunities to improve commercial efficiency, optimise sales expenditure and maximise return on investment.

Collaborate with Operations, Procurement and Finance to align demand forecasts, inventory availability and commercial requirements.

Monitor product movement, slow-moving inventory and near-expiry products, and develop appropriate commercial depletion strategies.

Provide accurate sales forecasts and market demand projections to support effective production and inventory planning.

Lead, coach and develop the sales, marketing and business development teams to achieve departmental and company objectives.

Establish clear performance expectations, accountability and measurable targets for commercial team members.

Foster collaboration between Commercial, Operations, Procurement, Quality Assurance, Finance and other relevant departments.

Ensure effective communication and coordination to support product availability, customer satisfaction and timely order fulfilment.

Develop talent capabilities, succession plans and a performance-driven commercial culture.

6. Governance, Compliance & Other Responsibilities

Ensure commercial activities comply with applicable laws, regulations, company policies and ethical business practices.

Monitor relevant industry and regulatory developments that may affect commercial operations.

Maintain strong relationships with customers, business partners, regulatory bodies and other relevant stakeholders.

Maintain strict confidentiality of business strategies, financial information, commercial agreements and company information.

Perform any other duties and responsibilities as assigned by Management.

C. Job Requirements

1. Education & Experience

Bachelor's Degree in Business Administration, Marketing, Commerce or a related discipline.

Minimum 10 years of relevant experience in sales, marketing or commercial management, including at least 5 years in a senior leadership position.

Proven track record in driving revenue growth, market expansion and commercial profitability.

Strong experience in the FMCG industry, preferably within food and beverage, health food or wellness products.

Demonstrated experience in managing multi-channel distribution, key accounts and commercial teams.

Strong strategic planning, commercial acumen and business development capabilities.

Excellent leadership, people management and team development skills.

Strong negotiation, communication and stakeholder management skills.

Sound understanding of pricing strategies, sales forecasting, budgeting and profitability management.

Ability to analyse market trends, business performance and commercial opportunities.

Results-oriented, proactive and capable of working in a dynamic business environment.

Strong problem-solving and decision-making abilities.

Proficient in Microsoft Office and relevant business reporting tools.

D. Key Performance Indicators (KPIs)

The Head of Commercial will be evaluated based on the following key performance areas:

Achievement of annual sales revenue and growth targets.

Improvement in gross profit margins and commercial profitability.

Expansion of distribution channels and market coverage.

Acquisition and retention of key customers and strategic business partners.

Effectiveness of marketing campaigns and promotional investments.

Successful execution of new product launches and commercial initiatives.

Sales forecasting accuracy and management of slow-moving and near-expiry products.

Sales team performance, productivity and capability development.

Achievement of commercial budgets and cost management objectives.

Overall contribution to the company's business growth and strategic objectives.

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.