Title:  Sales Manager, General Trade

As a Sales Manager, General Trade, you are responsible for leading the General Trade sales organization to deliver revenue growth, distribution expansion, and execution excellence across Hong Kong and Macau markets. The role ensures disciplined field execution, strong customer relationships, and continuous performance improvement aligned with the company’s strategy.

General Responsibilities

• Develop and execute annual GT sales plans aligned with business targets and channel strategy.
• Drive distribution expansion and penetration across priority shop types and territories.
• Monitor and analyze key sales KPIs including revenue, margin, distribution, productivity, and execution indicators.
• Ensure disciplined implementation of sales routines, call procedures, and territory plans.
• Manage and strengthen customer relationships to ensure long-term business partnership and channel competitiveness.
• Oversee promotion implementation and ensure in-store execution compliance with company standards.
• Review territory structure and coverage model to improve productivity and cost efficiency.
• Identify new business opportunities and potential customers within assigned markets.
• Prepare sales forecasts, budgets, and performance reports for senior management.
• Coordinate closely with Marketing and cross-functional teams to ensure effective campaign execution and inventory alignment.
• Oversee resolution of key customer issues and ensure service recovery standards are maintained.

Leadership Responsibilities

• Lead, coach, and develop Area Managers and Sales Representatives to enhance team capability and performance.
• Conduct regular field coaching and structured performance reviews to close capability and execution gaps.
• Drive accountability culture through clear target setting, KPI tracking, and follow-up discipline.
• Develop succession pipeline and strengthen team engagement and retention.
• Provide commercial insights and market feedback to senior management for strategic decision making.

Functional Skills and Knowledge

• Strong understanding of General Trade channel dynamics in Hong Kong (and Macau an advantage).
• Solid knowledge of SFE principles, territory planning, and coverage optimization.
• Strong commercial acumen including pricing, margin management, and promotion effectiveness.
• Ability to interpret sales data and convert insights into actionable field plans.
• Familiarity with CRM or SFA systems and sales reporting tools.
• Budget management and forecasting capability.
• Strong command of written and spoken English and Chinese (Cantonese essential for local trade engagement and Mandarin an advantage).
• Proficiency in Microsoft Office applications, especially Excel, PowerPoint, and Word.

Leadership Skills

• Strong leadership presence with coaching and team development capability.
• Analytical and structured problem-solving mindset.
• Strong negotiation and influencing skills.
• Results-oriented with high accountability.
• Effective communication across field teams and senior management.
• Resilient and adaptable in a competitive environment.

Work Experience

• Minimum 8 to 12 years of sales experience in FMCG or distribution industry.
• At least 3 to 5 years in managing General Trade sales teams.
• Experience in Hong Kong and Macau (an advantage) markets preferred.

Education

Bachelor’s degree in Business Administration, Marketing, or related disciplines.