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Area Sales Manager

2 weeks ago

Phaya Thai, Bangkok, Thailand FrieslandCampina (Thailand) PCL. Full time

We're Hiring: Area Sales Manager – Bangkok

Purpose of the Role

Lead distributor sales teams to unlock growth potential and optimise distribution. Execute annual sales plans, including route-to-market (RTM) strategies, key sales KPIs, and distribution targets within budget. Manage, coach, and develop sales executives and distributor staff to deliver excellence and achieve business goals.

Responsibilities
  • Align and integrate with Trade Promotion plans from Marketing and Channel & Category strategy from CCD team. Translate these into annual execution plans with detailed budgets and operational KPIs.
  • Drive customer preference through constructive partnerships and Joint Business Planning (JBP) with new and existing customers. Lead fact-based negotiations to create win-win trade terms (promotion, discount, rebate), and deploy efficient service agreements.
  • Develop and sharpen customer business contribution to align with company strategy and customer expectations.

  • Win with a relevant portfolio:

  • Create Hero SKU-focused 'must-sell lists' by region or channel.

  • Optimise assortment (OBPPC) for all customers.
  • Monitor competitor launches and collect pack insights to drive innovation and market development.

  • Drive physical availability by executing Consumer and Channel Activation plans and leading the Perfect Store programme:

  • Set distribution targets (prioritising Hero SKUs).

  • Build visibility through Perfect Store KPIs and activation plans.
  • Run effective consumer and customer promotions in line with Marketing and CCD guidelines.
  • Monitor key KPIs (sales volume/value, market share, distribution, share of shelf, SFE KPIs) and report progress to the Regional Sales Manager.
  • Own and manage a reliable sales forecast for assigned areas.
  • Identify opportunities to expand new channels/customers and enhance the route-to-market model.
  • Gather feedback from customers to continuously improve the Perfect Store programme and DMS data reliability.
  • Monitor distributor performance and coach Sales Executives and Distributor staff to build sales capability.
  • Strategically manage a team of Sales Executives to deliver best-in-class results.
Qualifications
  • Bachelor's degree in Business Administration or related field.
  • Minimum 10 years' experience in sales leadership within the FMCG industry.
  • Strong analytical, negotiation, and people management skills.
  • Proven track record in route-to-market execution and distributor management.
  • Passion to win with agility, resilience, and a collaborative mindset.
  • Proficient in Microsoft Office and reporting tools.
  • Good command of both Thai and English (spoken and written).