Sales Manager – Emerging Growth Brands

Sunrise & Company Pte Ltd; Kuala Lumpur; On-site; MYR 120,000 - 180,000; Full time

Job summary

Sunrise Sports Group is seeking an experienced sales leader to build and manage a new Malaysia division focused on wholesale distribution. You will drive dealer network development, set monthly targets, and shape brand growth in the country from Group Headquarters, with opportunities to broaden leadership responsibilities as the division scales.

You will lead account acquisition, negotiate terms, oversee consignment trials, and coordinate with marketing to execute product launches, training, and

Qualifications

• Eight+ years of B2B sales experience in sporting goods or related consumer products.
• Proven track record in acquiring new retail accounts and growing sales.
• Strong knowledge of Malaysian wholesale and retail channels.
• Experience managing dealer accounts, consignment, or sell-through programs.
• Solid understanding of retailer margins, promotions, inventory turnover, and credit terms.
• Confident negotiator with independent store owners and buying teams.
• Able to work independently and build a sales pipeline from scratch.
• Proficient in Excel and sales reporting; strong communication in Bahasa Malaysia and English (Mandarin a plus).
• Willing to travel regularly within Malaysia.

Responsibilities

• Develop and execute Malaysia wholesale sales plan with account and territory targets.
• Identify and secure independent shops, footwear retailers, specialists, and chains.
• Present products, set opening assortments and price points.
• Negotiate terms within guidelines, including payment terms and promotions.
• Manage consignment trials, onboarding, stock reporting, and reviews.
• Convert trials into wholesale orders and grow replenishment.
• Train retailer staff and coordinate demonstrations with marketing.
• Monitor sell-through, stock, margins, and competitor activity.
• Maintain forecasts, pipelines, and coordinate deliveries with operations.
• Work with finance to manage credit exposure and overdue accounts.

Skills

B2B sales

Retail account growth

Dealer management

Negotiation

Field sales

Travel readiness

Cross-functional collaboration

Tools

Excel

Job description

Sunrise Sports Group is one of the largest sporting goods distributors across South and Southeast Asia. As the longstanding sole distributor of Yonex and Mikasa in our markets, we have built an extensive dealer network, strong retail partnerships and the distribution infrastructure to support brands at scale.

About the role

This is a hands-on opportunity to help build a new division within an established regional group. Reporting directly to Group Headquarters and working closely with the Group Directors, you will lead dealer network development and wholesale sales, with a direct voice in shaping the brands' growth in Malaysia. As the division expands, there is significant scope for your role to grow into broader commercial and leadership responsibilities, backed by Sunrise's resources, infrastructure and industry experience.

Key responsibilities

Develop and execute the Malaysia wholesale sales plan, with clear account, territory and monthly sales targets.

Identify, approach and secure independent sports shops, footwear retailers, specialist stores and retail chains.

Present products and develop opening assortments, quantities and size mixes suited to each retailer's customers and price points.

Negotiate commercial terms within approved guidelines, including payment terms, launch arrangements, display space, visual merchandising and promotional support.

Manage structured consignment trials, including retailer onboarding, stock reporting, performance reviews and purchase-or-return decisions.

Convert successful trials into wholesale purchases and grow subsequent orders through replenishment, wider assortments and additional suitable stores.

Train retailer staff and coordinate product demonstrations, merchandising and local launch activities with marketing.

Monitor sell-through, stock availability, margins and competitor activity; use the findings to improve account performance.

Maintain accurate forecasts, sales pipelines and account records, and coordinate deliveries and replenishment with operations.

Work with finance to manage credit exposure, follow up payments and resolve overdue accounts.

About you

At least eight years of relevant B2B sales experience in sporting goods, footwear, apparel or a comparable consumer-products category.

Demonstrated success personally acquiring new retail accounts and growing sales through repeat purchases.

Strong understanding of Malaysian wholesale and retail channels; established relationships with relevant retailers and buyers are highly desirable.

Experience managing dealer accounts, consignment arrangements or retail sell-through programmes.

Strong commercial understanding of retailer margins, promotions, inventory turnover, credit terms and collections.

Confidence negotiating with independent store owners and professional buying teams.

Ability to work independently, build a sales pipeline from scratch and manage regular field activity.

Proficiency in Excel and sales reporting, with the ability to analyse stock and sales data.

Strong communication skills in Bahasa Malaysia and English required with the ability to communicate in Mandarin as a plus.

Willingness to travel regularly within Malaysia.