Vice President of Sales

Vice President of Sales

PT. Foom Lab Global (FOOM)

Location: Sovereign Plaza, South Jakarta, Indonesia

Reports to: Chief Marketing Officer (CMO)

About FOOM

FOOM is a well-established local player in Indonesia's electronic cigarette industry. Built on technology and innovation, PT. Foom Lab Global develops products for adult smokers seeking an alternative to conventional cigarettes. With a significant presence in the market, the organization focuses on delivering to its customers and maintaining a strong industry reputation.

We're growing rapidly, with ambitions that will demand more from us as a business. We're looking for experienced leaders with ideas of their own and the drive to turn them into results, as we're taking to the next transformation beyond nicotine.

Join us at a point where your experience can make a real difference. You'll work with FOOM's leadership to shape what comes next and build the teams and capabilities to make it happen.

The Opportunity

Lead the next chapter of FOOM's growth across Indonesia. As VP Sales, you'll shape where we expand, how we reach the market, and the sales organisation that will take us further.

Reporting to the CMO, you'll oversee commercial distribution, modern trade, retail, and e-commerce. You'll decide where to focus sales efforts, strengthen partnerships, and develop sales leaders who can deliver consistent results across regions.

This calls for someone who is goal oriented, comfortable setting national strategy and working with teams in the field. You'll work closely with Marketing and Operations to grow existing business as well as to turn new market opportunities into plans the business can deliver. Our aim is to achieve stronger sales performance, highly penetrated channels, and develop a high-performing sales team that can keep pace with our ambitions.

Key Responsibilities

• Achieve sales targets both financial and non financial that are set by management.
• Define and execute Indonesia's sales strategy, with clear targets and priorities by channel and region.
• Grow existing current business from distributors through stronger and improved sales account management programs.
• Lead the commercial and retail teams. Set clear accountability, develop sales leaders, and improve productivity through structured coaching and training.
• Identify opportunities in underserved markets, including tier 2 and tier 3 cities, and develop retail and e-commerce channels within applicable requirements.
• Expand distribution and strengthen relationships with national and regional retailers, specialist stores, and distribution partners.
• Manage commercial budgets and sales incentives. Partner with the VP Marketing on trade programs and evaluate their contribution to sales.
• Align demand forecasts with Production and Supply Chain teams to support product availability and fulfilment.
• Use sales dashboards and channel data to improve forecast accuracy, address performance gaps, and report results to the CMO.
• Regular reporting sales performance both financial and non financial related to management.

What You Bring

• A bachelor's degree in Business, Marketing, or a related field. A master's degree is an advantage.
• Proven at least 12 years of sales or commercial experience, including at least 4 years in a senior leadership role such as Sales Director, VP Sales, VP Commercial and Sr. National Sales Manager.
• A record of growing revenue and leading sales across multiple channels in Indonesia, including modern trade, retail or general trade, and e-commerce.
• Deep knowledge of Indonesia's distribution landscape, regional markets, and retailer needs.
• Strong negotiation skills and experience managing major retail and distribution relationships.
• The ability to use sell-in, sell-out, forecasting, and promotional performance data to make commercial decisions.
• Experience developing sales leaders and improving execution across geographically dispersed teams.
• Experience in specialist retail, vape stores, direct-to-consumer channels, or age-verified e-commerce is particularly valuable, together with an understanding of regulated product categories.

How to Apply

If this is the kind of challenge you want to take on, we'd like to hear from you. Tell us what you've built, the results you're proud of, and what you'd bring to FOOM.

Send your CV and a brief introduction highlighting your most significant sales leadership achievements to [Confidential Information].

Email subject: VP Sales – [Your Full Name]