Sales Manager (Premium Beverage Industry)

Starry Recruitment; Singapore; On-site; SGD 120,000 - 180,000; Full time

Job summary

Starry Recruitment is seeking an experienced Sales Manager to lead and grow the Singapore market for a premium FMCG brand. The role covers On-Trade, Off-Trade, Distributor and Direct HORECA channels, with growth in D2C and e-commerce.

The ideal candidate is highly commercial, numbers-driven, and experienced in managing distributors, key accounts and direct HORECA customers. Strong analytical and negotiation skills are essential for success.

Qualifications

• 5+ years of sales experience in FMCG, preferably premium or high-end brands.
• Proven track record managing distributors and direct HORECA customers.
• Experience across On-Trade and Off-Trade channels and premium retailers.

Responsibilities

• Develop and execute the overall sales strategy for Singapore across On-Trade, Off-Trade, HORECA and Distributor channels.
• Manage relationships with distributors, key accounts, retailers, restaurants, hotels, cafés and other HORECA customers.
• Drive sell-in and sell-out to ensure revenue and distribution growth.
• Identify new business opportunities and expand brand presence in premium retail and HORECA channels.
• Manage sales targets, revenue, margins, distribution, inventory and other KPIs.
• Analyze sales data and market trends to identify opportunities and optimizations.
• Develop channel-specific promotions and route-to-market strategies with partners.

Skills

Commercial & numbers-driven

Premium FMCG experience

On-Trade & Off-Trade

Distributor management

Direct HORECA sales

D2C & e-commerce knowledge

Analytical mindset

Negotiation & communication

Job description

We are looking for an experienced and commercially driven Sales Manager to lead and grow the Singapore market for a premium FMCG brand.

The role will be responsible for developing sales across On-Trade, Off-Trade, Distributor and Direct HORECA channels, while also playing a key role in building the company's emerging D2C and e-commerce business.

The ideal candidate is highly commercial and numbers-driven, with strong experience in premium FMCG and a proven track record of managing distributors, key accounts and direct HORECA customers.

Key Responsibilities

• Develop and execute the overall sales strategy for the Singapore market across On-Trade, Off-Trade, HORECA and Distributor channels
• Manage and grow relationships with distributors, key accounts, retailers, restaurants, hotels, cafés and other HORECA customers
• Drive both sell-in and sell-out, ensuring sustainable revenue and distribution growth
• Identify new business opportunities and expand the brand's presence across premium retail and HORECA channels
• Manage sales targets, revenue, margins, distribution, inventory and other key commercial KPIs
• Analyze sales data and market performance to identify trends, opportunities and areas for improvement
• Develop sales plans, promotions and route-to-market strategies with distributors and channel partners
• Build and maintain direct relationships with strategic HORECA and key accounts
• Support the development of the company's own sales website / D2C channel
• Prepare the business for expansion into e-commerce platforms such as Shopee, Grab and other relevant online channels
• Develop channel-specific strategies, pricing, promotions and commercial plans for both offline and online channels
• Work closely with marketing and operations teams to support product launches, campaigns and channel execution
• Monitor competitors, market trends and consumer behavior within the premium FMCG sector
• Provide regular sales forecasts, business updates and performance reports to management

Requirements

• 5+ years of sales experience within FMCG, preferably premium / high-end FMCG, beverage, food, lifestyle or consumer brands
• Proven experience managing both On-Trade and Off-Trade channels
• Strong experience working with distributors as well as direct HORECA customers
• Existing network across restaurants, hotels, cafés, premium retail and/or distributors in Singapore is highly preferred
• Strong commercial and analytical skills with a high level of numerical sensitivity
• Comfortable working with sales data, revenue, margins, targets, forecasts and commercial KPIs
• Proven track record of achieving and exceeding sales targets
• Experience developing new channels and growing brands in a competitive market
• Experience with e-commerce / D2C / online marketplaces is a strong advantage
• Entrepreneurial, hands-on and comfortable working in a lean and growing organization
• Strong communication, negotiation and stakeholder management skills
• Good understanding of the Singapore FMCG market and route-to-market dynamics

Ideal Profile

The ideal candidate is:

• Commercially sharp and highly numbers-driven
• Experienced in premium FMCG
• Strong across both On-Trade + Off-Trade
• Experienced in Distributor Management + Direct HORECA Sales
• Able to combine strategic planning with hands-on sales execution
• Experienced in building new channels and developing emerging brands
• Comfortable with D2C and e-commerce channel development
• Entrepreneurial, proactive and comfortable operating in a fast-growing environment