GENERAL MANAGER, SALES

FIRBESON INDUSTRIAL PTE. LTD.; Singapore; On-site; SGD 78,000 - 112,000; Full time

Job summary

Firbeson Industrial Pte. Ltd. in Singapore seeks a General Manager, Sales – ASEAN Region to lead the Singapore subsidiary’s commercial operations and drive sales growth across ASEAN.

The role reports to the Group and requires full-time commitment to base in Singapore. You will develop annual sales strategies, manage key accounts, coordinate with UK manufacturing, and oversee regional supply chain, compliance and brand management.

Qualifications

• Bachelor’s degree or above in a relevant field or equivalent experience.
• Fluent business English.
• Experience in HVAC/building automation industry or related engineering domains.
• Strong leadership, channel development and market expansion capabilities.

Responsibilities

• Develop and execute annual sales strategy for Singapore and ASEAN region.
• Manage key accounts, distributors and channel development, including negotiations and tenders.
• Lead and build the Singapore-based sales, commercial and admin team.
• Coordinate with UK manufacturing for production scheduling and after-sales support.
• Ensure compliance, reporting and financial controls across the subsidiary.

Skills

Business English

Regional markets

HVAC knowledge

Team leadership

Channel development

Education

Bachelor’s degree or above

Job description

Position: General Manager, Sales – ASEAN Region

Company: Firbeson Industrial Pte. Ltd.

Location: Singapore

Employment Type: Full-time, permanent Singapore-based position

Monthly Salary

SGD 7,000–10,000

Incentive

8% annual profit‑based performance incentive（achieving the annual net profit target）

Eligible Applicants: Singapore Citizens and Singapore Permanent Residents (PRs)

1. Company Overview

Firbeson Automation UK Ltd. is a UK-based HVAC controls company with its own manufacturing facility. The company specialises in core HVAC and building automation products, including damper actuators, motorised control valves, and fire & smoke damper actuators.

Our products are supported by a comprehensive portfolio of international certifications, including CE, UKCA, UL and RoHS, and are supplied to customers across Europe, the Middle East, Southeast Asia, the United States and other international markets.

Firbeson Industrial Pte. Ltd. is a wholly owned Singapore subsidiary of Firbeson Automation UK Ltd. It is responsible for market development, distributor and channel development, product sales, customer account management and regional brand operations across key ASEAN markets, including Singapore, Malaysia, Thailand, Indonesia and Vietnam.

As Southeast Asia represents a key strategic market for the Group, we are now seeking an experienced General Manager, Sales, based permanently in Singapore, to take full responsibility for the management and commercial operation of the subsidiary.

2. Annual Performance Incentive

Upon successful completion of the probationary period and subject to achieving the annual net profit target set by the Board, the General Manager will be entitled to an annual performance incentive equivalent to 8% of the Company’s annual profit. This is a virtual, performance-based incentive and does not constitute actual equity ownership in the Company.

• Calculation basis: Company annual operating profit before tax × 8%
• Nature: Position‑linked management performance incentive / phantom equity incentive, available only while the individual remains employed as General Manager
• Any personal income tax arising from the incentive shall be declared and paid by the employee in accordance with Singapore tax laws
• The entitlement automatically and permanently ceases upon resignation or termination of employment
• The entitlement is non‑transferable, non‑inheritable and cannot be traded or otherwise transferred to any third party

3. Employment Benefits

• Standard Singapore full‑time employment benefits
• Statutory CPF contributions
• Paid annual leave
• Business travel allowances and reimbursements
• Appropriate support and benefits associated with the position

4. Key Responsibilities

1. Overall Business Management

Take full responsibility for developing and executing the annual sales strategy and channel development plan for Singapore and the wider ASEAN region. The General Manager will be accountable for overall business results, including revenue, profitability, accounts receivable and payment collection, market share and regional business growth.

2. Southeast Asian Market Development & Key Account Management

Develop and expand relationships within the local and regional HVAC, M&E, building automation, construction, system integration and distribution sectors. Independently manage key account development, distributor and channel development, commercial negotiations, project tenders, quotations and contract negotiations, order conversion and full‑cycle payment and accounts receivable management.

3. Local Team Building & Management

Build and manage the Singapore-based sales, commercial and administrative team. Establish performance evaluation systems, internal workflows and operating procedures, staff training and development programmes, and take full responsibility for day‑to‑day team performance and employee retention.

4. Group Supply Chain Coordination

Coordinate directly with the Group’s UK manufacturing facility regarding production scheduling, order fulfilment, delivery planning, logistics, technical support, quality issues, customer complaints and after‑sales matters. Ensure the regional supply chain operates efficiently and customer delivery commitments are met.

5. Compliance & Brand Management

Oversee the compliant operation of the Singapore company, including coordination of accounting and taxation, annual statutory filings, corporate administration, legal matters, banking and financial compliance. Coordinate regional industry exhibitions and trade shows, brand promotion, market research, and industry networking and relationship management.

6. Cost & Risk Management

Take responsibility for controlling regional operating costs and managing contractual, credit, bad‑debt, commercial and operational risks. Prepare monthly management and business performance reports and report directly to the Group shareholders / Board.

5. Candidate Requirements

1. Bachelor’s degree or above, with fluent business English. Candidates should have at least one year of professional experience in the HVAC, building automation, M&E or related engineering industry, with a good understanding of HVAC systems, valves, actuators and associated HVAC control equipment. Candidates with established Southeast Asian distributor networks, customer relationships or engineering/project resources will be given preference.

2. Experience in managing overseas subsidiaries, developing new markets and managing teams is highly desirable. Previous experience as a Regional General Manager, Country Manager, Regional Sales Director or similar senior overseas commercial role will be an advantage.

3. Strong commercial judgement, a results‑oriented mindset and the ability to perform effectively under pressure. Candidates should have strong capabilities in channel development, distributor recruitment and key account management.

4. The successful candidate must be willing to work full‑time and remain permanently based in Singapore, demonstrate long‑term commitment to the role and support the Group’s international growth strategy.

6. Key Advantages of the Position

1. Attractive Compensation Structure

Fixed monthly salary + 8% annual profit‑based performance incentive. Overall earning potential is directly linked to the candidate’s ability to successfully develop and operate the regional business.

2. Direct Manufacturer Support

Firbeson is supported by an established manufacturing operation, comprehensive product certifications and a mature product portfolio, providing direct factory supply, stable product availability and established product solutions.

3. High Level of Management Autonomy

This is the senior leadership position of the Singapore subsidiary, with significant autonomy over personnel, market strategy, distribution channels, customer development and regional business operations.

4. Strong Long-Term Market Potential

HVAC and building automation represent stable and growing sectors across Southeast Asia, with substantial long‑term potential for regional market expansion.

7. Company & Application Information

Registered Address: 12 WOODLANDS SQUARE, #07-74, WOODS SQUARE, SINGAPORE 737715

Office: A dedicated office will be leased separately after the successful candidate joins the Company.

Employment Type: Full-time, Singapore-based

Start Date: To be mutually agreed