Head of Sales Operation and Performance

PA Recruitment (KL) Sdn Bhd; Shah Alam; On-site; MYR 180,000 - 280,000; Full time

Job summary

PA Recruitment (KL) Sdn Bhd is seeking a Head of Sales Operations & Performance to drive sales effectiveness across all channels. You will lead strategy, analytics, and capability development while partnering with Sales, Marketing, Finance, and IT to translate commercial plans into sustainable market execution.

The role focuses on optimizing outlet coverage, route planning, and performance management, with emphasis on data‑driven decision making and digital tooling adoption.

Qualifications

• 10+ years of progressive experience in Sales, Commercial, Sales Operations or Commercial Excellence.
• Proven leadership in Sales Operations, Sales Excellence, or related transformation initiatives.
• Strong track record in route‑to‑market strategy, distributor management, and field execution.
• Experience translating commercial strategy into measurable, scalable outcomes.

Responsibilities

• Develop and lead the Sales Operations & Performance strategy and roadmap.
• Drive sales effectiveness, field execution, and productivity improvement.
• Lead analytics, dashboards, and data‑driven decision processes for leadership.
• Oversee field activation, promoter programs, and distributor engagement.
• Collaborate with cross‑functional teams to translate strategies into market execution.
• Create KPI frameworks and oversee performance reviews and scorecards.
• Build capability, onboarding, and learning journeys for sales teams.

Skills

Strategic thinking

Commercial acumen

Data‑driven decision making

Stakeholder management

People development

Project management

Customer focus

Education

Bachelor's degree in Business Administration, Marketing, Sales Management, Economics

MBA / Master's degree (advantage)

Tools

Sales Force Automation (SFA)

Job description

The Head of Sales Operations & Performance is responsible for leading the Sales Operations and Performance function, driving sales effectiveness, field execution excellence, capability development, productivity improvement, digital transformation, and data-driven decision-making across all sales channels.

The role serves as a strategic enabler and business partner to the Sales organization, leveraging sales analytics, automation, performance management, capability development, and execution excellence to optimize market coverage, outlet penetration, sales force effectiveness, and commercial return on investment.

The incumbent will work closely with Sales, Marketing, Category & Channel Development, Supply Chain, Finance, Human Resources, and Information Technology to translate commercial strategies into effective and sustainable market execution.

Key Responsibilities

1. Sales Operation & Performance Strategy

Develop and lead the Sales Operations & Performance strategy and roadmap in alignment with overall business and commercial objectives

Build a high-performance sales organization through process optimization, capability enhancement, and execution discipline.

Establish and continuously improve sales operating standards, governance, and best practices.

Act as a strategic advisor to the Sales Director and leadership team on sales effectiveness initiatives.

Lead the implementation and optimization of Sales Force Automation (SFA), and digital sales tools.

Drive adoption of technology solutions that enhance route planning, outlet coverage, order capture, and execution monitoring.

Partner with IT and regional teams to identify automation opportunities and process improvements.

Standardize sales reporting and dashboarding to improve visibility and decision-making.

Ensure data integrity and effective utilization of commercial systems.

3. Sales Capability Building

Design and implement a comprehensive sales capability framework covering all sales roles.

Develop onboarding programs for new hires and structured learning journeys for existing employees.

Identify capability gaps and deliver targeted training interventions.

Establish coaching and field mentoring programs for frontline managers and sales representatives.

Drive development of future sales leaders through succession planning and talent development initiatives.

4. Sales Productivity & Performance Management

Develop KPI frameworks that align individual and team performance with business objectives.

Lead territory optimization, route-to-market effectiveness, and coverage improvement initiatives.

Monitor productivity metrics including calls per day, strike rate, outlet coverage, distribution reach, and sales per head.

Identify opportunities to improve sales force efficiency and resource allocation.

Facilitate monthly business reviews and performance tracking processes.

Establish execution standards and compliance measurements across all trade channels.

Ensure consistent implementation of distribution, visibility, merchandising, and promotional programs.

Conduct regular sales audits and execution effectiveness reviews.

Develop scorecards and monitoring mechanisms to improve field discipline and accountability.

Collaborate closely with Category Channel Development (CCD) to ensure flawless execution of commercial initiatives.

6. Field Activation & Consumer Engagement

Lead planning and execution of field activation programs including:

• Product sampling campaigns
• Retail activations
• Modern trade promotions
• Event-based consumer engagement activities

Manage activation budgets and ROI tracking.

Evaluate activation effectiveness and recommend optimization opportunities.

Build execution standards and operational excellence in all field activities.

7. Promoter Management

Oversee recruitment, deployment, training, and performance management of promoters.

Establish productivity KPIs and incentive structures for promoter teams.

Monitor attendance, sales conversion, and activation performance.

Ensure promoters consistent delivery of brand, product, and consumer experience standards.

Work with external agencies where applicable to maximize promoter effectiveness.

8. Sales Analytics & Business Insights

Lead the Sales Analytics function and provide actionable business insights.

Develop executive dashboards and performance reporting for leadership teams.

Analyze sales trends, distribution performance, customer data, and market opportunities.

Support sales planning and business reviews.

Identify growth opportunities through data-driven recommendations.

Enable fact-based decision-making through meaningful analytics and reporting.

Key Performance Indicators (KPIs)

The Head of Sales Excellence will be measured against:

• Sales productivity improvement
• Outlet coverage growth
• Strike rate improvement

Capability Development

• Training completion rates
• Capability assessment improvements
• Field coaching effectiveness
• Internal succession readiness
• Reporting accuracy
• Process efficiency improvements

Field Activation

• Activation ROI
• Sampling conversion rate
• Roadshow effectiveness
• Promoter productivity

Business Performance

• Market share impact
• Execution compliance scores
• Cost optimization and efficiency gains

Qualifications & Experience

Education

Bachelor’s Degree inBusiness Administration, Marketing, Sales Management, Economics, or a related discipline.

AMaster’s Degree or MBAwould be an added advantage.

Professional Experience

10+ years of progressive experiencewithin Sales, Commercial, Sales Operations, or Commercial Excellence, preferably within theFMCG, Consumer Goods, Retail, or related industries.

Proven leadership experience inSales Operations, Sales Excellence, Commercial Excellence, Sales Effectiveness, or Sales Capability.

Strong track record inroute-to-market strategy, field sales operations, distributor management, sales force effectiveness, and commercial execution.

Demonstrated experience leadingsales transformation, digitalization, automation, analytics, and productivity improvement initiatives.

Experience in developing and implementingsales performance management frameworks, KPI structures, and capability development programs.

Experience managingfield activation, promoter, or outsourced field-force programswould be an advantage.

Proven ability to translate commercial strategy intomeasurable, scalable, and sustainable business outcomes.

Strategic Thinking

Commercial Acumen

Data-Driven Decision Making

Stakeholder Management

People Development

Project Management

Customer Focus

Success Profile

The ideal candidate is a strategic and commercially minded sales leader who combines strong business acumen with operational excellence. The individual will have a proven ability to transform sales organizations through data, technology, capability development, performance management, and disciplined execution.

The successful candidate will be an influential business partner to senior leadership, capable of connecting commercial strategy with field execution, identifying opportunities for growth and productivity, and building scalable sales capabilities that deliver sustainable business performance.

They should demonstrate a strong growth mindset, analytical orientation, customer focus, and passion for developing high-performing teams, while operating effectively in a fast-paced, matrixed, and cross-functional environment.