ABOUT BALI FORAGES
Bali Forages is an Indonesian packaged food and health snack company focused on
nutrient-dense, clean-label products made from high-quality local ingredients. Our product range includes high-protein beef jerky, beef and chicken chips, and banana crunch. We are entering our next stage of growth: scaling domestic retail, expanding export sales, strengthening distributor relationships, improving profitability, and building a more professional operating structure. We are looking for a commercially strong General Manager to lead this next phase.
ROLE OVERVIEW
The General Manager will lead Bali Forages commercial, operational, and organizational execution, with a strong focus on export-led FMCG growth. This is a hands-on leadership role for someone who understands packaged food, retail distribution, export sales, distributor management, team accountability, and profitability. The GM will be responsible for helping Bali Forages grow from a founder-led company into a professionally managed FMCG business capable of sustained profitability.
KEY RESPONSIBILITIES
1. Commercial Growth
- Lead domestic and export sales strategy across retail, wholesale, distributor, and export channels.
- Build and manage a high-performing sales organization across Bali, Jakarta, and export markets.
- Identify and close new commercial opportunities with distributors, retailers, importers, and strategic partners.
- Develop clear channel strategies for Bali, Jakarta, Indonesia-wide distribution, and international markets.
- Improve sell-in and sell-through discipline across accounts.
- Ensure sales growth is profitable, operationally realistic, and aligned with brand positioning.
2. Export Development
- Drive export sales pipeline development and conversion.
- Manage conversations with international distributors, importers, retailers, and buyers.
- Support pricing, logistics, documentation, fulfillment planning, and compliance requirements for export markets.
- Evaluate export opportunities based on margin, volume, payment terms, operational burden, and strategic value.
- Build repeatable systems for managing international customers and distributors.
3. Operations & Execution
- Coordinate with operations, production, logistics, finance, compliance, and sales teams to ensure smooth execution.
- Improve forecasting, inventory planning, fulfillment, stock availability, and account servicing.
- Decide when to use distributors, direct sales, in-house fulfillment, or third-party logistics partners.
- Identify operational bottlenecks and create practical solutions.
- Ensure the company can support growth without damaging cash flow, margins, product quality, or team performance.
4. Profitability & Financial Discipline
- Own revenue, gross margin, and operating performance targets.
- Work with finance to monitor monthly P&L, COGS, working capital, inventory levels, and channel profitability.
- Improve pricing discipline, SKU-level margin visibility, and distributor/account economics.
- Help build the company toward sustainable profitability and dividend capacity.
- Prepare the business for future sale-readiness through cleaner reporting, stronger systems, and reduced founder dependency.
5. Team Leadership & Accountability
- Lead and restructure the team where necessary.
- Set clear KPIs across sales, marketing, operations, finance, and export.
- Create a weekly operating cadence with dashboards, priorities, and accountability.
- Build a stronger in-office culture and improve cross-functional communication.
- Reduce siloed work and ensure sales, marketing, operations, and finance are aligned.
- Coach department leads while holding them accountable to measurable results.
6. Brand & Marketing Alignment
- Ensure marketing supports commercial growth rather than operating in isolation.
- Keep brand positioning focused on Bali Forages core strengths: clean-label products, high protein, nutrient density, quality ingredients, and functional benefits.
- Oversee marketing priorities such as content, product photography, packaging updates, sales materials, retail support, and digital assets.
- Encourage efficient use of AI and modern tools where useful, especially for marketing and content production.
QUALIFICATIONS
Required Experience
- 8–15+ years of experience in FMCG, packaged food, snacks, beverages, supplements, health food, or consumer goods.
- Proven experience in sales leadership, distributor management, retail expansion, or export development.
- Experience managing teams and leading managers, not only individual contributors.
- Strong understanding of wholesale, retail, distributor, and/or modern trade channels.
- Ability to read and manage revenue, gross margin, P&L, inventory, and cash flow.
- Experience building systems, dashboards, reporting cadence, and team accountability.
- Fluent in Bahasa Indonesia and business-level English.
- Willing to work hands-on in a growing company environment.
Strongly Preferred
- Experience with export sales or international distributor relationships.
- Experience in packaged food, health snacks, supplements, or functional food products.
- Experience scaling a company from early growth stage to more professionalized operations.
- Existing relationships in Indonesian FMCG, retail, modern trade, or export channels.
- Familiarity with BPOM, food labeling, food safety, QA, or export documentation.
- Comfortable working with founders, shareholders, and evolving company structures.
- Strong hiring, restructuring, and team-building experience.
