Role Purpose

Manage the distributor sales team to consistently deliver agreed sales objectives and performance targets.
Drive execution excellence by ensuring distributors implement approved action plans on time, and provide clear, timely reporting on outcomes and results.
Build and strengthen strategic partnerships with key outlets, creating sustainable growth through best-in-class customer engagement.
Conduct monthly Distributor Business Reviews to assess capability and infrastructure, and to ensure strong field execution across sales performance, call effectiveness, numeric distribution, service levels, and merchandising standards.

Key Accountabilities

Financial Performance

Deliver sales volume (tons/cartons) and net revenue in line with agreed targets.
Manage customer trade spend (GTN) within budget, including trading terms, claims, and product returns.

Category & Customer Strategy

Apply the customer prioritization framework to identify where to win and how to grow.
Translate priorities into clear customer tactics and execution plans.

Commercial Planning & Forecasting

Execute operational plans aligned to the activity grid (SMAP) and overall channel strategy.
Provide accurate, timely bottom-up forecasts using historical performance, market trends, and customer insights.

Category Execution & Market Activities

Communicate plans, activity schedules, and investment/spend clearly and on time to CROs and key customers.
Track and control trade spend in collaboration with CROs, customers, and Sales Finance.
Support business development initiatives (e.g., sampling, roadshows) to strengthen in-market execution and visibility.

In-Store Excellence

Drive Picture of Success in-store execution and track performance across the 5Ps (Product, Price, Place, Promotion, POSM).
Implement channel-specific execution standards and continuously improve effectiveness through ROI analysis.
Coordinate merchandising agencies to ensure high-quality, on-time execution.
Provide fast, actionable feedback to internal and external stakeholders on store-level issues and opportunities.
Ensure rapid and effective rollout of innovations, including NPD launches, events, promotions, and POSM deployment.

Channel / Customer / Account Management

Review distributor performance professionally through Monthly Distributor Business Reviews and agree action plans to address gaps and unlock opportunities.
Own delivery of sales and distribution targets across assigned customers/channels.
Ensure CROs execute company promotional activities effectively across all General Trade channels.
Conduct distribution audits during market visits and follow up on corrective actions with relevant CROs.
Partner with the Area Sales Manager and distributor field teams to resolve trade and operational issues through regular monthly reviews.

People & Self-Development

Own and actively drive your individual development plan.
Participate in training and capability-building programs to continually strengthen performance.

Key Requirements

Bachelor's degree (preferred: Business Administration, Marketing, or related field).
2–3 years proven sales experience, ideally in FMCG, with exposure to General Trade and/or LKA.
Strong understanding of sales fundamentals, trade execution, and commercial processes.
Confident communicator with excellent verbal and written skills.
Strong negotiation skills with the ability to influence and close effectively.
Customer-centric mindset with proven relationship-building capability.
Strong analytical skills—able to interpret sales data and market trends to drive decisions.
Effective problem-solving skills and ability to manage challenging situations professionally.
Excellent planning, time management, and organizational skills.
Proficient in CRM tools and Microsoft Office (Excel, PowerPoint, Word).
Willingness to travel extensively within the assigned territory.

Be Part of Dairy's Future

Great people continue to power this business forward. Our people thrive within a positive working environment, a collaborative and caring culture and leadership that continues to inspire.

We believe in you bringing your best and most authentic self to work and we want you to succeed in a way that allows you to win, in every aspect of your life. We strongly encourage applications from individuals of all backgrounds, as well as those from diverse cultural and social communities. Our team is dedicated to supporting your professional development and personal wellbeing.

We look forward to the possibility of you joining our inclusive team.

Let's make this your best move yet. Apply now!

Area Sales Executive - General Trade

Sales Executive / Sales Engineer