Regional Sales Manager

WL Foods; Cebu City; On-site; PHP 1,200,000 - 1,800,000; Full time

Job summary

W.L. Foods is seeking a Regional Sales Leader to own and grow the Visayas region, building distribution and channel presence across modern and traditional trade. You will lead the regional sales team, deliver the regional P&L, and ensure on-time availability through close coordination with supply, logistics, and marketing.

Based in Cebu City, travel across Visayas is required. The role demands 8–10+ years in FMCG sales with proven distributor and modern-trade experience, plus strong commercial

Qualifications

• 8-10+ years in FMCG sales, with at least 3 years leading a multi-province territory and a field team.
• Proven distributor / general-trade management and modern-trade experience - both channels, not one.
• Based in, or willing to relocate to, Cebu with Cebuano language ability as an advantage.

Responsibilities

• Deliver the regional sales target: set and own the Visayas sales plan by channel, province, and account; hit volume, value, and growth goals.
• Develop distribution: appoint, manage, and expand the distributor and wholesaler network; drive coverage into general trade and sari-sari outlets.
• Grow modern trade: oversee regional supermarket and chain accounts, ensuring listings, promotions, merchandising, and share of shelf.
• Own the regional P&L: manage trade spend, promotions, and merchandising cost to protect margin; deliver profitable volume.
• Manage credit and collections: keep distributor receivables healthy and within terms; enforce collection discipline as a regional duty.
• Lead the team: hire, coach, and performance-manage the regional sales organisation; build capability and a strong bench.
• Run forecasting and coordination: own regional demand forecasts and coordinate with supply, logistics, and marketing for on-time availability and service.
• Provide market intelligence: track competitors, pricing, and trade conditions across Visayas and feed insights into planning.

Skills

Regional sales leadership

FMCG sales

Distributor management

P&L literacy

Education

Bachelor’s degree in business or related field

Job description

Company Description W.L. Foods is a leading snack manufacturer in the Philippines, producing well-loved brands since 1986. From its first product, Cheez Zum, the company has expanded its portfolio to offer a wide variety of affordable snacks enjoyed across the country. W.L. Foods distributes nationwide and exports to more than 20 countries, reflecting strong growth and international reach. As the company approaches its 40th anniversary in 2026, it continues to focus on quality, innovation, and expansion under its #40Forward vision.

Role/Purpose

Own and grow WL Foods’ sales across the Visayas region, building distribution and channel presence in both modern and traditional trade, leading the regional sales team, and delivering the regional sales target and P&L. This is a build-and-lead role: the successful candidate will put structure, coverage, and people in place where the region is currently under-developed - not simply maintain existing business. Work location: Cebu City (covering Cebu, Bohol, Negros, Panay / Iloilo, Leyte-Samar); regional travel required.

Key responsibilities

• Deliver the regional sales target: set and own the Visayas sales plan by channel, province, and account, and hit volume, value, and growth goals.
• Develop distribution: appoint, manage, and expand the distributor and wholesaler network; drive numeric and effective coverage into general trade and sari-sari outlets.
• Grow modern trade: oversee regional supermarket and chain accounts (including through the Cebu Key Account Manager), ensuring listings, promotions, merchandising, and share of shelf.
• Own the regional P&L: manage trade spend, promotions, and merchandising cost to protect margin; deliver profitable volume, not volume at any cost.
• Manage credit and collections: keep distributor receivables healthy and within terms; treat collection discipline as a core regional responsibility.
• Lead the team: hire, coach, and performance-manage the regional sales organisation; build capability and a strong bench.
• Run forecasting and coordination: own regional demand forecasts and coordinate with supply, logistics, and marketing for on-time availability and service.
• Provide market intelligence: track competitors, pricing, and trade conditions across Visayas and feed insight back into commercial planning.

Qualifications / Experience

• Bachelor’s degree; commercial, business, or related field. Post-graduate study an advantage.
• 8-10+ years in FMCG sales, with at least 3 years leading a multi-province territory and a field team.
• Proven distributor / general-trade management and modern-trade experience - both channels, not one.
• Demonstrated Visayas market experience and an existing distributor / buyer network strongly preferred.
• Strong commercial and P&L literacy; comfortable managing trade spend and margin.
• Based in, or genuinely willing to relocate to, Cebu. Cebuano language ability is a significant advantage.

Attributes we are looking for

• A builder-operator who creates structure and coverage, not a caretaker of existing business.
• A hands-on, field-present leader who coaches through a team rather than selling solo.
• High personal integrity, especially on trade spend and collections.
• Low ego and strong cultural fit for an entrepreneurial, family-owned business - collaborative with existing teams - not territorial.