National Sales Manager, Thailand

1. Objective

Shape and drive Nongfu Spring's sales strategy in Thailand, not just execute against it. This includes designing the Route-to-Market (RTM) approach, Revenue Growth Management (RGM) levers, and distributor operating model that will underpin sustainable, profitable growth. Build and nurture strong relationships with key retail chain customers, and manage the distributor as a strategic partner whose established infrastructure and trade marketing capabilities deliver in-store execution and market penetration. In the initial market entry phase, the primary focus is Modern Trade (e.g., convenience stores (CVS), supermarkets, and hypermarkets). General trade in secondary phase. Own demand planning with the distributor and, together with Nongfu Spring supply chain, translate it into supply and shipment plans that keep the market in stock. Turn market intelligence into commercial strategy and hold distributor performance to account through structured sales operations.

2. Key Responsibilities

a. Key Retail Chain & Distributor Partnership Management

• Lead the identification, listing, and onboarding of key retail chain customers in Thailand's Modern Trade channel including convenience chain stores, supermarkets, and hypermarkets, as the primary focus for market entry, alongside cash & carry partners.
• Build and manage strong, senior-level relationships with retail chain buying and category teams to secure listings, shelf space, and favorable trading terms.
• Select, negotiate with, and manage the distributor partner(s), including commercial terms, margin structure, joint business planning (JBP), and performance KPIs, and ensure Nongfu Spring receives priority focus and resourcing within the distributor's multi-brand portfolio.
• Develop and implement a clear Route-to-Market (RTM) strategy prioritizing Modern Trade (CVS, supermarket, hypermarket) in the initial phase, with General Trade and other channels considered for later-phase expansion.
• Establish rules of engagement with the distributor, including performance metrics, data-sharing requirements, and trade spend management.

b. Sales Operations and Performance Management

• Govern distributor performance through regular joint business reviews, tracking sell-in, sell-out, and inventory by key account, channel, and product line; identify opportunities and risks and agree corrective action plans.
• Define pricing architecture, promotion guardrails, and RGM levers (price-pack architecture, promotion effectiveness, trade terms) to balance volume growth with profitability. Overall pricing stability, and across channels, is key.
• Collaborate with retail chain category teams and distributor leadership to ensure compliance on product placement, pricing, and promotion.

c. Demand Planning and Supply Coordination

• Own the sales demand forecast, working with the distributor to build and regularly refresh demand plans by SKU, channel, and key account, incorporating promotion calendars, new listings, and seasonality.
• Work with Nongfu Spring supply chain to convert the demand plan into supply plans and shipment plans, balancing service levels, lead times, and inventory levels at the distributor and retailer.
• Monitor forecast accuracy, stock cover, and order fulfilment; run a regular sales and operations planning (S&OP) rhythm with the distributor and NFS Supply Chain team, and escalate and resolve supply risks early.

d. Trade Marketing and Retail Execution Oversight

• Leverage the distributor's established trade marketing and field capabilities; set execution standards and guardrails (availability, visibility, planogram, promotional execution) rather than building these capabilities in-house.
• Own the trade marketing plan for Thailand. Review and approve the distributor's and retail chains trade programs and promotional calendars, ensuring alignment with brand guidelines set by the Regional Brand Director and optimal trade investment returns.
• Track trade spend ROI and execution quality through distributor reporting and periodic market visits and spot-check store audits, sharing insights with internal teams, retail chains, and the distributor.

e. Distributor Team Engagement

• Onboard the distributor's sales and trade marketing teams on Nongfu Spring's products and key selling points, in line with brand positioning from the Regional Brand Director.
• Define the structure, size, and phasing of a dedicated Nongfu Spring sales team in line with the business strategic plan and market development stage and lead this team through the distributor to ensure focused coverage and execution of Nongfu Spring's priorities.
• Develop compelling retailer profitability stories with the distributor to present to key account buyers, positioning Nongfu Spring products as attractive, high-margin opportunities for retail chains.
• Oversee incentive and reward programs for distributor/sales teams, ensuring they are aligned with Nongfu Spring's growth objectives and deliver value for any co-funding.

f. Cross-functional Collaboration

• Work closely with internal supply chain, regional brand, finance, and regulatory teams to ensure smooth product supply, effective promotional planning, and alignment with Thai FDA import and labelling requirements.
• Act as the primary bridge between Nongfu Spring Regional SEA HQ and Thailand distributor/retail partners, ensuring open communication, alignment on priorities, and quick resolution of operational issues.
• Support the broader Thailand market entry effort, including distributor/import structure decisions and cross-functional launch readiness.

g. Market Intelligence and Reporting

• Track competitor activities (e.g., Oishi, Ichitan, Coca-Cola, PepsiCo, Suntory), pricing trends, and category developments, providing regular market insight reports to internal stakeholders.
• Develop and maintain a distributor/key account dashboard, drawing on distributor and retailer sales data, giving management clear visibility on sales performance, distribution coverage, inventory, forecast accuracy, and key execution metrics.

3. Qualifications & Requirements

• Bachelor's degree in Business, Marketing, Supply Chain, or related field.
• Minimum 8–10 years of experience in key account management, distributor management, or trade marketing within FMCG, ideally in beverages.
• Strong understanding of Thailand's Modern Trade landscape, including convenience stores (CVS), supermarkets, and hypermarkets, with existing relationships with key retail chain buying teams considered a strong advantage.
• Proven track record of managing large, multi-brand distributors and key retail chain accounts, including negotiating JBPs, listings, and trading terms, and influencing partners without direct authority.
• Entrepreneurial mindset. Takes ownership, shows initiative and resourcefulness, and is comfortable building the business from the ground up in a new market with limited precedent and resources.
• Collaborative team player. Works effectively across HQ, regional, and local teams and with distributor and retail partners, and shares information and credit openly.
• Hands-on experience in demand planning and forecasting with distributors, and working with supply chain on supply and shipment planning.
• Strong analytical and commercial acumen, including RGM and trade spend analysis, with the ability to turn sales data into actionable strategy.
• Strong communication, negotiation, and relationship management skills; fluent Thai (spoken and written) with working proficiency in English.
• Strategic thinker who is also comfortable working in a lean market entry team.
• Prior experience supporting a new brand or market entry launch is a plus.