Sales Manager (Key Accounts & Trade Activation)

HOME & HEALTH DISTRIBUTORS (PTE. LTD.); Singapore; On-site; SGD 70,000 - 90,000; Full time

Job summary

A leading health and wellness distributor in Singapore is seeking a Sales Manager to drive sales growth and manage key account performance. This hands-on role involves expanding distribution channels beyond supermarkets, executing activations, and fostering customer relationships. Ideal candidates should have 5–10 years of relevant sales experience and a solid network in On-Premise, Pharmacy, and HORECA sectors. The position promises a dynamic work environment focused on multi-channel growth.

Qualifications

• 5–10 years of experience in sales/key account management in FMCG.
• Proven ability to manage existing accounts and pursue new opportunities.
• Strong network in On-Premise, Pharmacy, HORECA, or Convenience.

Responsibilities

• Manage existing accounts for sales growth and distribution.
• Plan and execute channel-specific sales activations.
• Identify new business opportunities in various channels.

Skills

Key account management

Trade activation

Negotiation

Sales tracking

Analytical thinking

Job description

Role Summary

We’re hiring a Sales Manager to grow existing customers (key account management + trade activation) while also opening new sales opportunities across channels beyond supermarkets. This role is hands‑on: you will manage day‑to‑day account performance, build joint plans, execute activations, and expand distribution into new doors to strengthen business resilience.

Reporting line: Reports directly to the Director

Key Responsibilities

1) Grow Existing Accounts (Key Account Management)

• Own a portfolio of existing accounts and deliver sales growth, distribution expansion, and in‑store / in‑outlet excellence.

• Build customer plans (quarterly and annual) covering assortment, pricing, promotions/activations, and visibility.

• Lead customer negotiations: listings, promo slots, display opportunities, commercial terms (where applicable), and joint growth initiatives.

• Maintain strong customer relationships with structured cadence (business reviews, performance follow‑ups, issue resolution).

2) Trade Activation and Channel Execution

• Plan and execute channel‑appropriate activations to drive sell‑out / off‑take:

  • Sampling, bundles, limited‑time offers, menu placements, visibility/display programs, seasonal activations.

• Work with internal marketing/operations teams to ensure assets are ready (POSM, training decks, product education, launch materials).

• Ensure activation compliance and execution quality through outlet visits and execution audits (where relevant).

3) New Business Development “Hunting”

• Identify and prioritize new opportunities across:

  • Pharmacy chains and independent pharmacies

  • On‑premise groups (bars, cafes, restaurants)

  • HORECA (strategic hotels/caterers/chains)

  • Convenience chains

• Build and manage a pipeline: prospecting → pitch → commercial proposal → onboarding → first activation → repeat cycle.

• Win new doors while ensuring sustainable unit economics (not “bad deals” for the sake of distribution).

4) Commercial & Performance Management

• Forecast sales by customer/channel; track performance vs targets.

• Monitor pricing execution and competitor activity; propose corrective actions.

• Track trade spend / activation spend (where applicable) and evaluate ROI post‑activation.

• Maintain clean reporting: account plans, pipeline updates, activation results, key learnings.

5) Cross‑Functional Collaboration

• Work closely with Marketing, Supply Chain, Finance, and Operations to ensure on‑time execution and customer satisfaction.

• Coordinate internal stakeholders to resolve issues quickly (supply gaps, claims, delivery exceptions, merchandising/activation bottlenecks).

Success Measures (KPIs)

• Sales growth vs target (existing accounts + new accounts)

• New doors opened (monthly/quarterly) and repeat orders

• Distribution breadth and assortment quality (right SKUs in right channels)

• Activation effectiveness (uplift, velocity/ROS improvements, ROI where applicable)

• Execution compliance and outlet‑level visibility (where relevant)

• Customer retention and relationship strength

Requirements

• 5–10 years of experience in sales / key account management in FMCG or adjacent fast‑moving consumer categories.

• Proven ability to manage existing accounts and hunt for new opportunities.

• Experience across one or more: On‑Premise, Pharmacy, HORECA, Convenience

• Strong network/contacts in the above channels is a major advantage (buyers, decision makers)

• Commercial competence: pricing discipline, negotiation, deal evaluation, and structured pipeline management.

• Comfortable with field‑based work: outlet visits, activation support, customer follow‑ups.

Key Skills & Attributes

• Strong communication and stakeholder management (internal + external)

• Persuasion and negotiation (value selling, not discount selling)

• Analytical thinking (sales tracking, activation ROI, customer performance)

• High ownership and execution mindset (“get things done” operator)

• Project management (multi‑customer activation planning and delivery)

• Resilience and adaptability in a high‑growth environment.

Working Expectations

• This role may require flexibility beyond typical work hours (customer meetings, activation periods, events).

• Regular field time and travel within the markets as needed.

Why This Role Exists

We want to build a more resilient, multi‑channel growth engine - strengthening our base with existing customers while systematically expanding into other segments.