Sales Capability Manager (Capability Development)

Asia Pacific Breweries Singapore (Part of The HEINEKEN Company); Singapore; On-site; SGD 90,000 - 130,000; Full time

Job summary

Asia Pacific Breweries Singapore (Part of The HEINEKEN Company) is seeking a Capability Development Manager to drive sales capability transformation by developing people, processes, and training programs that strengthen sales effectiveness and performance for APBS and distributors’ frontline teams.

You will identify capability gaps, coach sales teams, and build structured learning pathways to enhance sales execution and data-driven decision making, partnering with stakeholders to improve overall

Qualifications

• 5–10 years in FMCG with 4–6 years in managing field salesforce.
• Experience in Change Management or Business Transformation is desirable.
• Strong knowledge of sales training & development.
• Able to act as internal consultant to stakeholders and peers.
• Energetic, charismatic personality to motivate teams and stakeholders.

Responsibilities

• Lead and drive sales transformation initiatives aligned with the capability roadmap.
• Develop capability-building programs, onboarding frameworks, playbooks, and sales tools.
• Design and deliver structured sales training and coaching to strengthen sales effectiveness.
• Conduct field accompaniment and capability assessments to identify gaps and opportunities.
• Coach frontline sales, field managers, and key stakeholders to build future talent pipelines.
• Partner with Sales and Trade Marketing to drive execution and customer-centric initiatives.

Skills

FMCG experience

Field sales leadership

Change Management

Sales training

Internal consulting

Stakeholder management

MS Office (PowerPoint & Excel)

Job description

At HEINEKEN, we ignite the moments that bring us together, create bonds that are unforgettable, and brew the joy of true togetherness to make the world a better place. Our dream is to shape the future of beer and beyond to win with consumers, and we are entering an incredible next era of innovation and expansion in the beer industry.

As we reimage the future of beer with HEINEKEN’s EverGreen balanced growth strategy, we would love to have you as part of our team to bring the joy of true togetherness to our people and consumers.

An exciting opportunity has come up for a Capability Development Manager. The role is responsible for driving sales capability transformation by developing people, processes, and training programs that strengthen sales effectiveness and performance for APBS.

The role focuses on identifying capability gaps, implementing strategic development initiatives, coaching sales field teams, and building structured learning pathways to enhance sales execution, drive customer-centric and data-driven behaviors, and support sustainable business growth for APBS and distributors sales front line. It also serves as a key partner in improving sales performance through field engagement, talent development, and continuous capability building across the sales organization.

MAJOR ROLES & RESPONSIBILITIES:

• Lead and drive sales transformation initiatives aligned with the sales capability roadmap.
• Develop and implement capability-building programs, onboarding frameworks, playbooks, and sales tools.
• Design and deliver structured sales training and coaching to strengthen sales effectiveness.
• Conduct field accompaniment and capability assessments to identify performance gaps and improvement opportunities.
• Coach and develop front line sales, field managers, and key sales stakeholders to build future talent pipelines.
• Partner with Sales, Trade Marketing, and other stakeholders to drive PICOS execution and customer-centric initiatives.
• Analyze sales performance trends, EOE data, and market opportunities to identify capability and execution gaps.
• Recommend and implement short-term improvements and long-term sales capability solutions.
• Measure training effectiveness and ensure capability programs support business strategy and objectives.
• Identify and recommend long-term solutions to improve sales coverage effectiveness across underperforming regions.
• Develop and implement sales strategy recommendations for Outlet Contract Management to strengthen execution and compliance.

REQUIREMENTS:

• Minimum 5 to 10 years in FMCG environment with at least 4 to 6 years of experience in managing field salesforce.
• Knowledge & experience in Change Management or Business Transformation roles is highly desirable.
• Sound knowledge in sales training & development.
• Ability to act as internal consultant and advisor to stakeholders and peers
• Ability to be firm and assertive and remain tactful and professional in execution.
• Projects an energetic, enthusiastic and charismatic personality to motivate and persuade team, stakeholders and peers who could be more senior or experience in the company.
• Be a strategic capability development partner to stakeholders and peers – to help uncover/assess training gaps & needs for our sales front line team (ASM, SE, DSR) and to provide strategic advice to address training needs and enhance learning effectiveness.
• Advance Microsoft Office (especially in Power Point and Excel)