About the Role
We are seeking a results-driven Mum & Baby Sales Manager to lead our market expansion in Indonesia. This role will be responsible for driving sales growth, building channel partnerships, and strengthening our brand presence across Indonesia's fast-growing mum & baby retail landscape.
Indonesia is the largest market in Southeast Asia with a high birth rate and rapidly expanding middle class — presenting a significant opportunity for mum & baby brands. We are looking for someone with deep local market knowledge and established relationships with key retail partners.
What You'll Do
Sales & Channel Development
- Develop and nurture long-term relationships with key mum & baby retail chains, distributors, and independent stores across Indonesia
- Identify and convert new sales opportunities, expanding channel coverage in both modern retail and traditional trade
- Consistently achieve and exceed quarterly and annual sales targets through data-driven strategies
- Negotiate trading terms, listing agreements, and promotional calendars with retail partners
Market Intelligence
- Monitor and analyze market trends, competitor activities, pricing strategies, and consumer preferences
- Provide actionable insights to product and marketing teams
- Track category performance and emerging sub-segments (feeding, diapering, nursery, )travel gear, etc.
Inventory & PSI Management
- Implement effective PSI (Purchase-Sales-Inventory) management to maintain optimal stock levels
- Utilize sales data and demand forecasting to optimize replenishment cycles
- Coordinate with supply chain and logistics teams for timely delivery
Product Expertise
- Maintain deep product knowledge across the mum & baby portfolio
- Conduct product training sessions for retail staff and distributor sales teams
- Serve as the go-to product expert for clients
Retail Excellence & Brand Visibility
- Conduct regular store visits, ensuring excellent in-store execution and planogram compliance
- Manage POSM deployment (displays, posters, brochures, shelf talkers)
- Execute in-store activations, demo events, and promotional campaigns
What We're Looking For
- 5+ years of sales experience, preferably in mum & baby, FMCG, or consumer goods in Indonesia
- Strong understanding of the Indonesian mum & baby retail landscape
- Demonstrated track record of managing key accounts and achieving growth targets
- PSI management, demand forecasting, or category management experience highly valued
- Fluent in Bahasa Indonesia and English (written and spoken)
- Bachelor's degree in Business, Marketing, or related field
- Self-motivated, able to work independently and collaboratively
- Willingness to travel within Indonesia (40-50%)
Nice to Have
- Established relationships with key Indonesian mum & baby retailers (Mothercare Indonesia, Babyshop, Lilla, Sonobebe, Babywise, Suzanna, etc.)
- Experience with e-commerce platforms (Tokopedia, Shopee, Lazada) in the mum & baby category
- Understanding of BPOM and SNI regulatory requirements for baby products
- Experience launching new brands or product lines in Indonesia
