Area Sales Manager (Bicol)

WL Foods; Pili; On-site; PHP 600,000 - 1,200,000; Full time

Job summary

WL Foods in Pili, Philippines, is looking for a hands-on Area Sales Manager to grow the Bicol region. You will own the area plan by province and channel, lead the in‑market team, supervise distributors, and deliver the area sales target across general‑trade, sari‑sari, and modern trade where present.

The role covers stock management, credit and collections discipline, and close coordination with supply and logistics to ensure on‑time delivery.

Qualifications

• Bachelor’s degree in commercial, business, or related field.
• 5–8 years in FMCG sales with 2–3 years leading a field team and distributors.
• Strong GT/distributor management; modern-trade exposure is a plus.
• Based in or willing to relocate to Pili/Naga; willing to travel across Bicol.
• Bikol language ability is a plus.

Responsibilities

• Deliver the Bicol area sales target: own the province, channel, and account plan to hit volume, value, and growth goals.
• Develop distribution and coverage: appoint, manage, and expand distributor/wholesaler network; drive coverage across six provinces.
• Manage modern trade where it exists: ensure listings, promotions, and availability in regional supermarkets and chains.
• Own credit and collections: keep distributor receivables healthy and within terms.
• Lead and build the team: hire, coach, and performance-manage supervisors, salesmen, and merchandisers.
• Manage trade spend and merchandising cost within budget for profitable volume.
• Coordinate supply and service: work with supply, logistics, and Pili regional warehouse for on-time availability; escalate stock gaps promptly.
• Provide market intelligence: track competitors, pricing, and trade conditions and feed insights to Regional Sales Manager.

Skills

FMCG sales experience

Team leadership

Distributor management

Field sales

Bicol market knowledge

Education

Bachelor’s degree in business or related field

Job description

Company Description

W.L. Foods is a Philippine snack manufacturer that has been producing popular snack brands since 1986. From its first product, Cheez Zum, the company has grown into one of the country’s largest snack manufacturers, with products available nationwide and exported to over 20 countries. Approaching its 40th year, W.L. Foods continues to focus on delivering quality, variety, and affordability to consumers. The company is committed to expanding its reach and driving growth in both domestic and international markets. #40Forward reflects W.L. Foods’ forward-looking mindset and opportunities for team members to grow with the business.

Role Description

Build and grow WL Foods’ sales across Bicol, based at the Pili office — developing distribution and coverage, leading the area sales team, managing distributors, and delivering the area sales target. Bicol is a largely distributor- and sari-sari-driven market spread across six provinces and island areas; the role is a hands‑on, in‑market build‑and‑lead job. Over time, and subject to a separate decision, the area may extend into parts of Eastern Visayas (Leyte–Samar), which is reachable from southern Bicol via the Matnog–Allen ferry.

Scope

The current and firm scope is the Bicol region. A future extension into Leyte–Samar is a possibility, not a commitment: because Leyte–Samar sits within Eastern Visayas, any such extension requires a separate decision on territory boundary and reporting line (whether it moves under this role or is serviced on behalf of the Visayas region). The role is scoped and hired for Bicol; readiness to take on more ground is an attribute, not a day‑one responsibility.

Key responsibilities

• Deliver the Bicol area sales target: own the area plan by province, channel, and account, and hit volume, value, and growth goals.
• Develop distribution and coverage: appoint, manage, and expand the distributor and wholesaler network; drive numeric and effective coverage into general‑trade and sari‑sari outlets across all six provinces, including island areas.
• Manage modern trade where it exists: ensure listings, promotions, merchandising, and availability in regional supermarkets and chains within the area.
• Own credit and collections: keep distributor receivables healthy and within terms — a core responsibility in this distributor‑driven market.
• Lead and build the team: hire, coach, route, and performance‑manage supervisors, salesmen / DSRs, and merchandisers; build local capability and a reliable field cadence.
• Manage trade spend and merchandising cost within budget to deliver profitable volume, not volume at any cost.
• Coordinate supply and service: work with supply, logistics, and the Pili / regional warehouse for on‑time availability and service across a logistically challenging, partly island‑based territory; escalat…?? Wait need to keep exactly: original is "escalate stock gaps promptly." Ensure the final bullet reads:
• Coordinate supply and service: work with supply, logistics, and the Pili / regional warehouse for on‑time availability and service across a logistically challenging, partly island‑based territory; escalate stock gaps promptly.
• Provide market intelligence: track competitors, pricing, and trade conditions across Bicol and feed insight back to the Regional Sales Manager.

Qualifications

• Bachelor’s degree in a commercial, business, or related field.
• 5–8 years in FMCG sales, with at least 2–3 years leading a field team and managing distributors.
• Strong general‑trade / distributor‑management experience; modern‑trade exposure an advantage.
• Bicol market experience and an existing distributor / trade network strongly preferred.
• Based in, or willing to relocate to, the Pili / Naga area; willing to travel extensively across Bicol, including island provinces.
• Bikol / Bicolano language ability is a significant advantage.

Attributes we are looking for

• A hands‑on, in‑market builder who develops coverage and a team from the ground, not a caretaker.
• Strong distributor and collections discipline — treats receivables and trade spend as personal accountabilities.
• Organised and systematic with routing, cadence, and reporting across a wide, partly island‑based territory.
• Ready and able to take on expanded ground (e.g. Leyte–Samar) as the business grows, without losing grip on the Bicol core.
• Low ego and strong cultural fit for an entrepreneurial, family‑owned business; collaborative with existing teams and the regional structure.