Business Development Manager, On-Trade

asahi holdings southeast asia sdn bhd; Singapore; On-site; SGD 70,000 - 110,000; Full time

Job summary

Capital F&B Pte Ltd in Singapore is seeking a Business Development Manager, On-Trade to lead new business development and grow our European beer portfolio across premium venues. You will own prospecting, pitching, negotiations, onboarding and growth with autonomy to close deals.

Ideal candidates have 5+ years in on-trade FMCG sales in Singapore, strong negotiation and relationship-building skills, and a passion for beverage brands.

Qualifications

• Minimum 5+ years of on-trade sales experience in FMCG, preferably beverages, in Singapore.
• Strong commercial mindset with a proven track record of achieving or exceeding sales targets.
• Familiarity with European beer brands is an advantage.
• Excellent communication, negotiation and relationship-building skills.
• Able to work independently in a fast-paced environment.

Responsibilities

• Win new business by targeting high-potential on-trade outlets and negotiating terms.
• Grow and defend assigned accounts through regular reviews and growth plans.
• Monitor market trends and share insights with Trade Marketing to boost visibility.
• Prepare sales reports, forecasts and maintain pipeline updates.

Skills

On-trade sales

Beverages

Negotiation

Relationship-building

Independent work

Job description

Main Purpose of the Job

Asahi’s maiden foray into Southeast Asia started back in 2011 with the acquisition of a well-established soft drink company, followed by expansion into the dairy market in 2014. In 2019, Asahi Holdings Southeast Asia (AHSEA) was established to develop and grow the region by delivering high quality, great tasting beverages for the rapidly growing young 700 million SEA population. Today, with 2000 employees, good R&D and production facilities, we produce a diverse range of beverages for not only SEA countries but also export to more than 30 international markets.

Capital F&B Pte Ltd is a Singapore-based beverage company and a joint venture with Asahi Group Holdings. We are responsible for the sales, marketing, and distribution of Asahi's premium beer portfolio in Singapore, including globally renowned brands such as Asahi Super Dry, Peroni Nastro Azzurro, Pure Blonde and Pilsner Urquell. Guided by Asahi's philosophy and commitment to quality, we strive to deliver great taste experiences and bring more fun to life for our customers and consumers in Singapore.

The Business Development Manager, On-Trade is responsible for winning new business and growing assigned on-trade accounts across for our portfolio of European beer brands to deliver sales targets, increase value per outlet (VPO) and expand market share. This is a high-impact, front-line commercial role for a self-driven hunter who thrives on opening doors, closing deals and building profitable, long-term partnerships. You will own your territory and accounts end-to-end—from prospecting and pitching to negotiation, onboarding and growth.

1. Win New Business (Hunting)

• Identify, target and secure high-potential on-trade outlets including bars, restaurants, country clubs, KTVs, hotels and premium venues suited to our European beer portfolio.
• Build and manage a strong pipeline through structured prospecting, cold outreach and active local networking.
• Lead commercial negotiations including pricing, listings, proposals and contract terms.

2. Grow and Defend Existing Accounts

• Own and grow assigned accounts through disciplined call cycles, regular reviews and clear growth plans.
• Drive increased rate of sales, menu listings and draught tapping opportunities.
• Strengthen customer relationships through consistent follow-ups, fast problem-solving and value-added support.

3. Market & Competitive Intelligence (Local Expert)

• Stay ahead of on-trade and consumer trends, including new venue openings, changes in drinking occasions and competitor activity.
• Share market insights and propose action plans to improve productivity and market share.
• Collaborate closely with Trade Marketing to customize promotions, develop POSM and enhance brand visibility.

4. Reporting & Execution

• Prepare and submit regular sales reports, forecasts and pipeline updates.
• Ensure disciplined execution aligned with company objectives and brand standards.

Qualifications

• Minimum 5+ years of on-trade sales experience in the FMCG industry, preferably within the beverages sector in Singapore.
• Strong commercial mindset with a proven track record of achieving or exceeding sales targets.
• Familiarity with or strong interest in European beer brands/categories is an advantage.
• Excellent communication, negotiation, and relationship-building skills.
• Effective collaborator with internal teams and external partners.
• Demonstrated creative problem-solving and ability to work independently in a fast-paced environment.