Overview:
The Regional Sales Manager will lead the Traditional Trade (TT) channel across Thailand, ensuring the achievement of commercial targets for both Confectionery and Health & Wellness categories. The role requires a strategic mindset to identify market trends, evaluate consumer/shopper behavior, and uncover growth opportunities.
This position also manages distributor partnerships, trade term negotiations, and drives execution excellence through collaboration with Trade Marketing, Sales Operations, Marketing, and Customer Service teams.
Role & Responsibilities:
Strategic Sales Planning & Execution
- Develop and implement area-specific sales strategies aligned with overall channel and corporate objectives
- Analyze market data, customer insights, and competitive activity to inform actionable plans
- Identify market white spaces and new growth levers
Performance & Budget Management
- Set and manage sales targets and KPIs by province
- Track and optimize A&P spending to ensure ROI and margin improvement
- Implement corrective measures to reduce variances and maximize profitability
Distributor Management
- Oversee distributor activities and ensure alignment with company goals
- Build long-term, trust-based partnerships to drive sustainable growth
- Monitor distributor capability, execution, and investment commitment
Sales Operations & Business Development
- Lead monthly business reviews and performance tracking
- Forecast sales and track execution efficiency
- Drive Go-To-Market strategies to expand footprint and increase numeric/weighted distribution
Stakeholder Engagement & Cross-Functional Alignment
- Act as a key liaison between field sales and internal teams
- Collaborate with Trade Marketing and Marketing to localize national campaigns
- Ensure timely and smooth execution of initiatives through strong stakeholder influence
Talent Development & Team Leadership
- Coach, mentor, and develop field sales teams to achieve performance excellence
- Identify and build future leadership talent
- Foster a culture of accountability, innovation, and customer-centricity
Qualifications & Experience
- Bachelors or Masters Degree in Business Administration, Marketing, or related field
- Minimum 10 years of experience in sales, preferably within FMCG or food industry with strong exposure to the Traditional Trade channel
- Demonstrated success in sales strategy development and execution
- Strong analytical and commercial acumen with a growth mindset
- Proven stakeholder management and cross-functional collaboration experience
- Excellent interpersonal, leadership, and communication skills in Thai and English
- Willingness to travel extensively across assigned territories
