Role Purpose
Lead the development and execution of the General Trade business in Jabodetabek, driving sales growth, distribution expansion, operating discipline, distributor performance and field execution quality.
Key Responsibilities
- Develop and lead the implementation of sales strategies and business plans to achieve volume, revenue, distribution and profitability targets in Jabodetabek.
- Evaluate distributor performance, establish Joint Business Plans (JBP), and drive execution excellence across coverage, distribution, visibility, merchandising and sales force productivity.
- Set sales KPIs, track performance, identify gaps, resolve business issues and implement corrective actions to ensure target achievement.
- Lead, coach and motivate Principal and Distributor sales teams, building a high-performance sales culture.
- Analyze market trends, competitor activities and customer behavior to identify opportunities and convert them into actionable sales plans.
- Ensure effective execution of trade programs, visibility initiatives and route-to-market strategies.
- Manage compliance with company policies, consumer programs, trade programs and business processes.
- Own regional business performance, including trade spend, sales force productivity and go-to-market expansion.
- Coordinate key business activities including new product launches, distributor meetings, customer events, sales conferences and channel development projects.
- Perform ad-hoc duties and other assignments as required by the direct supervisor or senior management.
Requirements
- Bachelor's Degree in Business, Marketing or related disciplines.
- Minimum 10 years of FMCG sales experience with at least 3 years in regional leadership roles.
- Strong knowledge of General Trade channels and route-to-market dynamics in Jabodetabek.
- Proven track record of delivering sales growth, market expansion and distribution development.
- Strong distributor management experience, including Joint Business Planning and execution follow-up.
- Advanced Excel and sales data analysis capability for forecasting, coverage analysis, productivity tracking and trade spend evaluation.
- Strong planning, negotiation, communication and problem-solving skills.
- Hands-on leadership style with strong field execution mindset.
- Energetic, ambitious, committed and result-oriented.
- Good command of written and spoken English.
- Willing to travel extensively within assigned territory.
Preferred Qualifications
- Experience in beverage, dairy, food or confectionery categories.
- Experience launching new brands or building distribution from a low base.
- Familiarity with distributor management systems and sales automation tools.
- Experience managing trade investment, field incentives and commercial budgets.
Ideal Candidate Profile
- A strong field leader who can translate strategy into daily execution, manage distributor relationships firmly, read sales data quickly, and build discipline across General Trade teams in a highly competitive market.
