Sales Manager (Distributor Management)

Job Title: Distributor Management and Sales Operations Manager

Reporting To: General Manager, Singapore

Location: Singapore

Objective: Establish and nurture strong relationships with distributors to ensure effective product distribution, in-store execution, and market penetration. Drive sales performance through structured sales operations and close collaboration with distributor sales teams.

Key Responsibilities

• Distributor Partnership Management
• Lead the identification, onboarding, and management of key distributor partners, ensuring alignment with Nongfu Spring’s strategic objectives and brand positioning.
• Develop and implement a clear Route-to-Market (RTM) strategy, balancing cost-to-serve and market reach across modern trade, traditional trade, and emerging channels.
• Establish rules of engagement with distributors, including clear performance metrics, joint business planning processes, and trade spend management.
• Sales Operations and Performance Management
• Collaborate closely with distributor leadership and sales teams to drive execution excellence in product placement, pricing, and promotion compliance.
• Track and analyze sales performance by channel, account, and product line, identifying opportunities and risks and developing corrective action plans where necessary.
• Regularly review distributor performance through joint business reviews and provide strategic guidance to align distributor execution with Nongfu Spring’s business goals.
• Retail Execution and Trade Marketing Coordination
• Develop perfect store execution standards with the distributor, covering availability, visibility, planogram compliance, and promotional execution across all key channels.
• Work closely with the Marketing Manager to coordinate trade marketing programs, ensuring seamless implementation at the store level and optimal trade investment returns.
• Conduct regular market visits and store audits to evaluate execution quality and gather market intelligence, sharing insights with internal teams and distributors.
• Distributor Sales Team Engagement
• Provide training and guidance to distributor sales teams, ensuring a deep understanding of Nongfu Spring’s brand, products, and key selling points.
• Assist distributor sales teams in developing and delivering compelling retailer profitability stories, positioning Nongfu Spring products as attractive, high-margin opportunities for retailers.
• Establish incentive and reward programs to motivate and align distributor sales teams with Nongfu Spring’s growth objectives.
• Cross-functional Collaboration
• Work closely with internal supply chain, marketing, and finance teams to ensure smooth product supply, effective promotional planning, and accurate sales forecasting.
• Act as the primary bridge between Nongfu Spring HQ and the distributor, ensuring open communication, alignment on priorities, and quick resolution of any operational issues.
• Market Intelligence and Reporting
• Track competitor activities, pricing trends, and category developments, providing regular market insights reports to internal stakeholders.
• Develop and maintain a distributor dashboard to provide management with clear visibility on sales performance, distribution coverage, and key execution metrics.

Qualifications & Requirements

• Bachelor’s degree in Business, Marketing, or related field.
• Minimum 7-10 years of experience in sales, distributor management, or trade marketing within FMCG, ideally in beverages.
• Strong understanding of Singapore’s and SEA retail landscape, including modern trade, convenience, and traditional trade channels.
• Proven track record of managing distributor relationships and driving sales performance through distributor partners.
• Excellent analytical and commercial acumen, with the ability to interpret sales data and turn insights into actionable plans.
• Strong communication, negotiation, and relationship management skills.
• Hands-on, agile mindset suitable for a lean market entry team, with willingness to dive into operational details.

Job Title: Distributor Management and Sales Operations Manager

Reporting To: General Manager, Singapore

Location: Singapore

Objective: Establish and nurture strong relationships with distributors to ensure effective product distribution, in-store execution, and market penetration. Drive sales performance through structured sales operations and close collaboration with distributor sales teams.

Key Responsibilities

• Distributor Partnership Management
• Lead the identification, onboarding, and management of key distributor partners, ensuring alignment with Nongfu Spring’s strategic objectives and brand positioning.
• Develop and implement a clear Route-to-Market (RTM) strategy, balancing cost-to-serve and market reach across modern trade, traditional trade, and emerging channels.
• Establish rules of engagement with distributors, including clear performance metrics, joint business planning processes, and trade spend management.
• Sales Operations and Performance Management
• Collaborate closely with distributor leadership and sales teams to drive execution excellence in product placement, pricing, and promotion compliance.
• Track and analyze sales performance by channel, account, and product line, identifying opportunities and risks and developing corrective action plans where necessary.
• Regularly review distributor performance through joint business reviews and provide strategic guidance to align distributor execution with Nongfu Spring’s business goals.
• Retail Execution and Trade Marketing Coordination
• Develop perfect store execution standards with the distributor, covering availability, visibility, planogram compliance, and promotional execution across all key channels.
• Work closely with the Marketing Manager to coordinate trade marketing programs, ensuring seamless implementation at the store level and optimal trade investment returns.
• Conduct regular market visits and store audits to evaluate execution quality and gather market intelligence, sharing insights with internal teams and distributors.
• Distributor Sales Team Engagement
• Provide training and guidance to distributor sales teams, ensuring a deep understanding of Nongfu Spring’s brand, products, and key selling points.
• Assist distributor sales teams in developing and delivering compelling retailer profitability stories, positioning Nongfu Spring products as attractive, high-margin opportunities for retailers.
• Establish incentive and reward programs to motivate and align distributor sales teams with Nongfu Spring’s growth objectives.
• Cross-functional Collaboration
• Work closely with internal supply chain, marketing, and finance teams to ensure smooth product supply, effective promotional planning, and accurate sales forecasting.
• Act as the primary bridge between Nongfu Spring HQ and the distributor, ensuring open communication, alignment on priorities, and quick resolution of any operational issues.
• Market Intelligence and Reporting
• Track competitor activities, pricing trends, and category developments, providing regular market insights reports to internal stakeholders.
• Develop and maintain a distributor dashboard to provide management with clear visibility on sales performance, distribution coverage, and key execution metrics.

Qualifications & Requirements

• Bachelor’s degree in Business, Marketing, or related field.
• Minimum 7-10 years of experience in sales, distributor management, or trade marketing within FMCG, ideally in beverages.
• Strong understanding of Singapore’s and SEA retail landscape, including modern trade, convenience, and traditional trade channels.
• Proven track record of managing distributor relationships and driving sales performance through distributor partners.
• Excellent analytical and commercial acumen, with the ability to interpret sales data and turn insights into actionable plans.
• Strong communication, negotiation, and relationship management skills.
• Hands-on, agile mindset suitable for a lean market entry team, with willingness to dive into operational details.