Senior Sales / Commercial Lead – FMCG Beverage

We are recruiting an ambitious, commercially sharp Sales Manager / Commercial Lead to drive the end-to-end commercial strategy, channel listing, field execution, and cross-functional team leadership for the “German Juice” project in Vietnam.

Key Responsibilities & Operational Scope

1. Strategic Modern Trade (MT) Listing & Negotiation

• Key Account Acquisition: Pitch, negotiate trade agreements, and secure official category listing (1L cartons & 0.2L school packs) across targeted MT chains:

• Premium / Expat: Annam Gourmet, Nam An Market, Finelife, Farmers Market, L's Place.

• Mainstream Super / Hypermarkets: Tops Market, GO! (Big C), WinMart, Co.opmart, Kingfoodmart, Lotte Mart.

• Convenience Stores (0.2L formats): Circle K, GS25, 7-Eleven, Ministop.

• Listing & Terms Optimization: Manage negotiations around listing fees (SKU fees), gross margins, payment terms (consignment vs. credit terms), primary shelf placement, and eye-level shelf space quotas.

• Category Planogram Execution: Ensure optimal product positioning adjacent to premium European imports (Rauch, Ceres, Pfanner) rather than local mass juices.

2. General Trade (GT) Network & Sub-Distributor Management

• Regional Distributor Onboarding: Identify, vet, and contract regional GT sub-distributors and master wholesalers across key hubs (HCMC, Hanoi, Da Nang, Can Tho).

• Route-to-Market (RTM) Control: Establish territorial sales boundaries, minimum order quantities (MOQ), and wholesale price structures to prevent cross-border discounting or price bleeding.

• Partner Incentive Programs: Design and roll out quarterly volume rebate schemes and display incentives for GT retailers and regional sub-dealers.

3. Promotion Girl (PG) Recruitment, Management & Field Execution

• PG Agency Selection & Contracting: Source and direct third-party PG agencies or recruit an in-house PG field team for weekend sampling activations in high-traffic supermarkets and C-stores.

• PG Training & Scripting: Train PGs on brand heritage (100% German quality, pure fruit content, no added sugar) and product highlights (Clear Apple vs. Naturtrüb Unfiltered Apple, 0.2L school lunchbox convenience).

• KPI & Roster Oversight: Set strict daily activation targets (conversion rates, sampling-to-sales ratios, trial giveaways) and audit store activations to maximize ROI.

4. Strategic Guidance to Marketing & E-Commerce Teams

• Brand & Trade Marketing Alignment: Partner directly with the internal marketing team to co-design trade marketing assets (Wobblers, Shelf-talkers, Standees, End-cap displays) tailored to Vietnamese supermarket layouts.

• E-Commerce Strategy Coordination: Provide commercial guidance to the E-Commerce team (Shopee Mall, TikTok Shop, LazMall, Vinbarista/Cubes platforms) on bundle strategies (e.g., 5-pack 0.2L school bundles, mixed flavor trial boxes).

• Channel Conflict Prevention: Oversee promotional calendars to ensure online discounts and live-stream flash sales do not breach offline Modern Trade price minimums.

Key Skills & Experience Required

• Experience: Minimum 2+ years of proven FMCG sales experience in Vietnam, preferably within beverage distribution (imported juices, dairy, RTD beverages, or premium F&B).

• MT Listing Expertise: Hands-on experience negotiating listing contracts and trade terms directly with major Vietnamese supermarket buyers and category managers.

• GT & Distributor Relations: Solid network of contacts among sub-distributors, beverage wholesalers, and regional GT delivery networks (Telio, VinShop, or regional trade partners).

• Field Activation Leadership: Proven ability to manage field staff, trade sampling programs, and PG teams to convert foot traffic into retail velocity.

• Cross-Functional Leadership: Ability to translate sales objectives into clear briefs for marketing, e-commerce,and logistics teams.

• Language Skills: Fluent professional English (spoken and written) is required for direct reporting to foreign leadership and European brand principals.

What We Offer

• Competitive Base Salary: Commensurate with FMCG track record and leadership capabilities.

• Generous Incentive Structure: Highly attractive, performance-based commission tied to container sales volume,successful MT SKU listings, and overall revenue milestones.

• Foreign-Led Work Environment: International management style characterized by direct communication, fast decision-making, and low bureaucratic friction.

• Career Growth: Strategic leadership opportunity to take full commercial ownership of a major European FMCG brand entry into Vietnam.

• Full Benefits: Statutory insurance coverage (Social, Health, Unemployment), staff discounts across company portfolios, and team outings.

How to ApplyInterested candidates should send their CV in English along with a summary of key FMCG listing achievements

• Subject Line: [Application] Sales & Commercial Lead - German Juice Project - [Your Name]

Thưởng

Generous Incentive Structure: Highly attractive, performance-based commission tied to container sales volume,successful MT SKU listings, and overall revenue milestones.

Statutory insurance coverage (Social, Health, Unemployment)

team outings