General Manager

ETIKA PTE. LTD.; Singapore; On-site; SGD 80,000 - 120,000; Full time

Job summary

A leading beverage company in Singapore is seeking an experienced Sales Leader to achieve sales targets and optimize market strategies. Responsibilities include developing sales execution across various channels, driving performance metrics, and leading a high-performing sales team. The ideal candidate has 10 to 15 years of experience in field sales, with a strong background in FMCG and team management. Salary expectations are required from interested candidates.

Qualifications

• 10 to 15 years’ experience in field sales, with at least 5 years in a Sales Leadership position.
• Direct Distribution experience with managing field sales teams.
• Strong strategic mindset in FMCG and Beverage industry.

Responsibilities

• Achieve sales turnover and operating profit in line with company budgets.
• Lead sales execution across all channels ensuring operational excellence.
• Direct sales team development through clear performance objectives.

Skills

Sales Leadership

Strategic Planning

Market Development

People Management

Communication Skills

Education

Degree in related discipline

Job description

1. Sales Performance & Financial Management

• Accountable for achieving sales turnover and operating profit in line with company budgets and strategic direction.
• Establish fair and transparent sales targets across all channels, including Vending and Retail, with oversight from Commercial Control.
• Drive the execution of tailored strategies by channel (e.g., Vending, Modern Trade, General Trade), region, and product assortment to optimise volume, profitability, and market share.
• Enhance sales effectiveness by analysing key performance metrics, identifying growth enablers, and implementing continuous improvement plans.
• Manage operating expenses, maximised trade investment ROI, and reduced cost-to-serve through an efficient end-to-end sales and field operations value chain.

2. Strategic Planning & Market Development

• Lead strategic business planning and translated corporate objectives into executable sales strategies aligned with channel goals and market dynamics.
• Monitor industry and retail trends, including vending innovations and retail shopper behaviour, to shape responsive sales tactics and product offerings.
• Cultivate strong partnerships with key trade players and customers to drive business growth and category leadership.

3. Channel Execution & Sales Excellence

• Lead sales execution across all channels—Vending, Retail (Modern & General Trade), E-commerce, and Foodservice—ensuring consistent brand representation and operational excellence.
• Delivered best-in-class trade fundamentals through stringent tracking of APO, ASO, VPO, and effective merchandising principles.
• Tracked retail KPIs including numeric and weighted distribution, market share, and customer ranking to benchmark performance and drive improvements.
• Collaborated cross-functionally to remove sales barriers and ensure a unified approach to execution.

4. Sales Team Leadership & Capability Building

• Direct sales team development through clear performance objectives (PMP), regular coaching, and functional training.
• Set annual KPIs, monitored progress, and identified successors for key positions within the sales organisation.
• Drive a performance and learning culture by recognising high-potential staff and aligning job contributions with evolving business needs.
• Empower teams with the tools and mindset to deliver sustainable growth across multiple channels.

REQUIREMENTS

• Degree in related discipline or equivalent.
• Minimum 10 to 15 years’ experience in field sales, with the last 5 in Sales Leadership position that is responsible for Sales.
• Must have Direct Distribution experience in Managing Field Sales team and Agent/Distribution and hands on experience in Territory University (TU).
• FMCG based with Strong Strategic and ROI Mindset, Discipline of Sales Field Implementation and reputable customer networking. Prior experience in F&B, preferably Beverage.
• Solid Sales Leadership in capable commanding ability, that leads the team from front, walking the talk and lead by example.
• Good interpersonal and people management skills. Build strong relationships and relates well with others to drive results. Demonstrate and encourage collaboration and teamwork.
• Communication – writes and speak clearly, concisely with confidence. Show ability to actively listen and seek to understand the viewpoints of others. Able to present well to audiences.
• Problem solving capabilities and troubleshooting in relation to sales and customer management related matters. Experience in Trade Marketing/Sales Operations will be of added advantage. Solve problems on time and in full to avoid recurrence and unproductive recycling of discussions.
• Takes Decision timely with Facts, Anticipation and Calculated Risk.
• Analytical skills, able to identify gaps and opportunities.
• Show the ability to listen and seek understanding others’ point of view. Ability to present to the team and supervisors.
• Independent, self-starter. Able to function with minimal supervision.
• Ability to analyze and self-sufficient in mining data source such as in M3 /Sales DB, Nielsen, once trainings were provided.

Interested candidate please state your last drawn/current salary and salary expectation.