Sales App Product Manager

About the role

Diamond Food Indonesia, through PT Sukanda Djaya, distributes food and beverage products across Indonesia through several sales channels. Today our sales teams work with separate apps in each channel. We are looking for a Product Manager to build one sales app platform, centralized and modular by channel (Modern Trade, General Trade, Food Service, Mitra/resellers, and Depo), that covers the full field sales workflow for sales reps, merchandisers, and their supervisors, at the standard of best-in-class sales force automation and retail execution apps.

What you will do

• Discover and benchmark: map how sales reps, merchandisers, and supervisors work in every channel, and benchmark against leading sales force automation, retail execution, and merchandiser apps.

• Own the strategy and roadmap for one modular platform, including the plan to consolidate the currently separate apps.

• Visit and route management: journey planning, location-verified check-in/check-out, guided visit tasks, and offline-first use in the field.

• Order and commercial execution: order taking with suggested orders, price and promotion execution, and target-versus-achievement tracking.

• In-store execution: must-have SKU listing, on-shelf availability, share of shelf, display and planogram compliance with photo evidence, and competitor price and promotion capture.

• Outlet and performance intelligence: a single view of each outlet, sell-out trends, supervisor dashboards and coaching tools, and incentives that reward good execution.

• AI-assisted selling: recommendations, image recognition, and AI agents that prepare visits, flag gaps, and suggest the next best action.

• Launch and adoption: phased rollout by channel, sales team training, and user support.

• Delivery and integration: work with the IT, UI/UX, and data teams and with vendors, and integrate with company systems.

• CRM capability as the final stage: a complete customer profile, visit and transaction history, sales opportunity pipeline, and follow-up reminders.

How success is measured

• Adoption: active users, the share of visits and orders captured in the app, and data completeness and timeliness.

• Sales productivity: visit compliance against plan, productive call (strike) rate, lines per call, order value per call, and time spent selling.

• In-store execution: numeric distribution and must-have SKU compliance, on-shelf availability, share of shelf, promotion and display compliance, and perfect store score.

• Business impact: sell-in and sell-out growth, active outlets, and range sold in the outlets covered.

• Product quality: delivery against the roadmap, app reliability in the field (stability, sync, offline), and user satisfaction among the sales teams.

Qualifications

• Bachelor's degree or higher in science, technology, engineering, or management.

• At least 5 years (Associate Manager level) or 7 years (Manager level) of experience as a Product Manager / Digital Product Owner.

• Experience building apps for field sales teams (sales force automation, retail execution, merchandiser, or CRM apps) in FMCG or distribution.

• Experience managing mobile/web app development projects with IT teams and vendors.

• A track record of shipping AI-powered products, ideally agentic AI applications in which AI agents plan and complete multi-step tasks for users.

• Understanding of multi-channel sales and distribution in Indonesia.

• Comfortable with product discovery, writing PRDs and user stories, and data-driven decision making.

• Strong communication and cross-functional stakeholder management.