Sales Executive

XING DA FOODSTUFF (S) PTE. LTD.; Singapore; On-site; SGD 45,000 - 56,000; Full time

Job summary

XING DA FOODSTUFF (S) PTE. LTD. seeks a Business Development Executive to drive our digital platform adoption across Singapore’s F&B sector. You will actively meet hawker centres, restaurants, and caterers, onboard them to our ordering system, and grow market share through field sales and relationship building.

The role is dynamic, requiring onsite visits, product demos, and ongoing account management. Fluency in English and Mandarin is required, along with own transport for daily field work.

Qualifications

• Minimum 2 years of experience in B2B sales or field sales in F&B or FMCG.
• Fluent in English and Mandarin Chinese, both spoken and written.
• Comfortable using mobile apps and CRM tools for field activity.

Responsibilities

• Acquire new B2B customers across F&B segments and onboard them to the platform.
• Conduct on-site visits and product demos of the ordering platform.
• Build a CRM-led pipeline and leverage personal networks for prospects.
• Negotiate pricing, credit terms, and supply agreements.
• Educate customers on the digital ordering system and onboarding process.
• Collect user feedback to improve platform experience.
• Create simple promotional content for outreach (WhatsApp, short videos).
• Maintain regular contact to drive retention and repeat orders.
• Identify upsell opportunities with new product lines and higher frequency.
• Resolve issues by coordinating with operations/logistics.
• Represent XING DA at industry events and network activities.
• Monitor competitors, pricing trends, and market developments.
• Provide weekly sales reports and market feedback.
• Suggest new market segments or geographic expansion.

Skills

B2B sales

Field sales

English fluency

Mandarin Chinese

Own transport

Digital tools confident

Tools

CRM tools

Job description

About Us

XING DA is a trusted wholesale supplier of root and bulb vegetables — onions, garlic, potatoes, ginger, and shallots — serving Singapore's F&B industry since 2004. Operating from Pasir Panjang Wholesale Centre (Blk 21, #01-147), we supply restaurants, food courts, caterers, food manufacturers, and hotels across the island.

We have recently launched a proprietary B2B digital ordering platform that enables our customers to browse products, place orders, track deliveries, and manage invoices — all from their mobile phone. We are now looking for a driven individual to help us bring this platform to the wider Singapore market.

The Role

As our Business Development Executive, you will be the face of XING DA's digital transformation. Your primary mission is to acquire new customers, onboard them onto our ordering platform, and grow our market share across Singapore's food and beverage sector.

This is not a desk job. You will be out in the field — visiting hawker centres, restaurant kitchens, food courts, catering companies, and food factories — building relationships and demonstrating how our platform saves time and money.

Key Responsibilities

Customer Acquisition & Market Development

Identify, approach, and convert potential B2B customers across all F&B segments (restaurants, food courts, caterers, hotels, food manufacturers, hawker stalls)

Conduct on-site visits and product demonstrations of the XING DA ordering platform

Build and maintain a pipeline of prospective accounts using CRM tools and personal networks

Negotiate pricing, credit terms, and supply agreements with new accounts

Platform Promotion & Onboarding

Educate potential and existing customers on the benefits of our digital ordering system

Guide new customers through the registration and onboarding process

Collect feedback from users to help improve the platform experience

Create simple promotional content (WhatsApp messages, short videos) for outreach

Relationship Management & Retention

Maintain regular contact with onboarded customers to ensure satisfaction and repeat orders

Identify upselling opportunities (new product lines, increased order frequency)

Resolve customer issues promptly by coordinating with operations and logistics team

Represent XING DA at industry events, trade shows, and networking functions

Market Intelligence

Monitor competitor activities, pricing trends, and market developments

Provide weekly reports on sales activities, pipeline status, and market feedback

Suggest new market segments or geographic areas for expansion.

Mid-career individuals who are seeking a career transition are welcome to apply.

Requirements

Must-Have:

Minimum 2 years of experience in B2B sales, business development, or field sales — preferably in F&B supply, food distribution, or FMCG

Fluent in English and Mandarin Chinese

(spoken and written) — to communicate effectively with our diverse customer base

Comfortable with technology and mobile apps; able to demonstrate digital tools confidently

Own transport (motorcycle or car) for daily field visits across Singapore

Self-motivated, target-driven, and comfortable working independently

Valid Singapore work authorization (Citizen, PR, or existing valid work pass)

Good-to-Have:

Existing network or contacts within Singapore's F&B industry (restaurant owners, chefs, procurement managers)

Proficiency in Malay or Tamil

— a significant advantage for reaching hawker and Indian restaurant segments

Experience with WhatsApp Business, social media marketing, or digital lead generation

Knowledge of fresh produce, vegetables, or food supply chain operations

Prior experience promoting SaaS platforms, mobile apps, or digital tools to traditional businesses

Earning Potential

Top performers in this role can realistically earn

SGD $4,000 – $5,000+/month

(base + commission) . As our customer base grows, so does your recurring commission from repeat orders — meaning your income compounds over time.