Regional Sales Manager (Central & East Coast)

Lactalis Trading Malaysia Sdn. Bhd.; Selangor; Hybrid; MYR 100,000 - 130,000; Full time

Job summary

A leading FMCG company seeks a Regional Sales Manager for Central & East Coast Malaysia. The role involves driving sales performance, managing dealer relationships, and implementing category plans. Candidates should have 5-7 years of regional sales experience in the chilled, dairy, or FMCG industries and possess strong leadership and communication skills. A Bachelor's Degree in marketing or business is required. The position entails traveling to the East Coast twice a month.

Qualifications

• Minimum 5‑7 years of regional sales experience in the chilled, dairy or FMCG industries.
• Experienced in sales execution and dealer management.

Responsibilities

• Drive and monitor Sell-In and Sell-Out performance across the region.
• Oversee and manage dealer relationships.
• Ensure effective implementation of category plans.
• Manage product returns and develop strategies for clearing aging stock.
• Identify and pursue new business opportunities.

Skills

Strong leadership

Excellent interpersonal skills

Communication skills

Negotiation skills

Strategic thinking

Proactive approach

Education

Bachelor’s Degree in marketing or business

Job description

Regional Sales Manager (Central & East Coast)

Company: Lactalis Trading Malaysia Sdn Bhd

Reports to: National Sales Manager

No of Subordinates: Regional Sales Executive(s)

Location: Central & East Coast

About the role

Develop and implement distributor‑related elements of category and brand plans by leveraging internal and external resources. Apply professional account management techniques to ensure alignment with company objectives and drive sustainable growth.

Required to travel to East Coast twice a month. Frequency depends on urgency of work. Detailed travel plan will be discussed with superior upon joining.

Key responsibilities

• Drive and monitor Sell‑In and Sell‑Out performance across the region to achieve sales targets.
• Oversee and manage dealer relationships in alignment with company policies and strategic objectives.

Category Execution

• Ensure effective implementation of category plans and activities within the region.
• Analyze category trends and recommend actionable strategies to enhance business performance.

Regional Operations Oversight

• Manpower Planning: Ensure adequate deployment of Sales Representatives and Merchandisers to effectively service the market.
• Customer Database Management: Maintain accurate and up‑to‑date customer data in the Dealer Management System (DMS).
• Journey Planning: Regularly update journey plans to optimize market coverage.
• Territory Management: Reassess and redefine sales territories for both Sales Representatives and dealers as needed.
• Credit Control: Enforce compliance with the company’s Credit Management Policy.
• Asset Management: Oversee company assets placed with dealers, including chillers, premiums, POSM, and other materials.
• Ensure optimal distribution of current and new products.
• Adhere to merchandising guidelines and planograms.
• Implement the Must Sell List and maximize the use of POS materials.
• On‑time and in‑full execution of promotional activities.

Market Returns & Inventory Management

• Manage product returns from trade and dealers.
• Develop strategies for clearing aging stock.
• Ensure dealers follow FEFO (First Expired, First Out) practices in outlets and cold rooms.
• Establish rechanneling practices to minimize market returns across all channels.

Business Development

• Identify and pursue new business opportunities and market penetration strategies.
• Conduct Monthly Operation Reviews (MOR) with dealers, involving Regional Sales Executives to ensure alignment and performance tracking.
• Lead, coach, and develop the Regional Sales Executive team to maximize their contribution to business growth.

Required Experience & Competencies

Education

Bachelor’s Degree in marketing or business

Experience

• Minimum 5‑7 years of regional sales experience in the chilled, dairy or FMCG industries.
• Experienced in sales execution, dealers’ management, budget management, in‑store execution, promotional and merchandising activity.

Competency

• Strong leadership drives performance through your team and dealers.
• Excellent interpersonal, communication and negotiation skills.
• Result‑driven, fast, proactive, able to think strategically and good leadership ability.
• Willingness to travel to assigned regions and comfortable with home‑base.