Associate General Manager, National & Strategic Key Customers

Are you a commercially driven leader with a proven track record in Modern Trade and Strategic Key Account Management We are seeking an experienced Associate General Manager to lead one of our most critical commercial functions. This role offers the opportunity to shape long-term customer strategies, strengthen strategic partnerships, and drive sustainable sales and profit growth across our Strategic Key Accounts portfolio.

As a key member of the commercial leadership team, you will play an instrumental role in developing winning customer strategies, leading commercial negotiations, driving business performance, and building a high-performing sales team committed to delivering outstanding results. If you thrive in a fast-paced FMCG environment and are passionate about creating long-term business value, we invite you to join us.

What You'll Be Responsible For:

1.Lead Business Strategy & Customer Growth

You will provide leadership to Strategic Key Accounts by supporting management and the sales team in developing business strategies that achieve long-term organizational goals. This includes monitoring progress, evaluating business performance, and driving continuous improvements.

The purpose of this role is to develop action plans aligned with the agreed sales strategy and customer marketing initiatives to achieve sustainable sales and profit growth for Strategic Key Accounts.

Your key responsibilities include:

• Formulate the strategic direction by channel and customer for every new financial year.
• Partner with the Director to develop Annual Customer Plans (ACP) for each customer based on the agreed strategic direction.
• Execute strategic key account management initiatives with targeted key business customers.
• Plan, implement and monitor customer marketing programmes included within the Annual Customer Plans.
• Lead TTA negotiations with respective customers whenever required.
• Analyse commercial changes, prepare recommendations, and obtain Management approval prior to sign-off.

2.Drive Commercial Performance

Working closely with cross-functional stakeholders, you will ensure business objectives are achieved through disciplined performance management and sound commercial decision-making.

Responsibilities include:

• Conduct periodic KPI reviews by customer together with National Channel Managers (NCMs) and Customer Development Managers (CDMs), benchmarking performance against agreed targets and Nielsen category and brand performance.
• Analyse and monitor costs, overheads, and other factors affecting departmental profitability.
• Identify, recruit, develop, and retain high-potential talent within the organization.
• Build and maintain strong collaborative relationships with key internal stakeholders, Principals, and Regional General Managers to successfully deliver business objectives.

3.Develop & Inspire High-Performing Teams

Leadership extends beyond business performance. You will be responsible for developing talent, strengthening team capabilities, and fostering a culture of accountability and continuous improvement.

Responsibilities include:

• Coach and mentor National Channel Managers across all channels through regular, high-quality business reviews to establish sales and promotional strategies and objectives.
• Review and strengthen departmental processes and operational discipline to maximise the effectiveness and efficiency of the Strategic Key Account team.
• Perform other related duties and responsibilities as assigned by Management from time to time.

What We're Looking For :

Qualifications :

• Degree holder, in any related field

Skills & Competencies :

• Commercially astute leader.
• Proficiency in Microsoft Office (Word, Excel and PowerPoint).
• A results-oriented and self-motivated mindset.
• A strong professional network within the FMCG industry.
• Excellent analytical skills with the ability to identify business issues, evaluate opportunities, and develop practical commercial solutions.

Experience :

• Minimum 15 years of working experience in Modern Trade, Key Account Management, or Sales, preferably within the FMCG industry.

Why Join Us

At Lam Soon, you will have the opportunity to influence strategic business decisions, build long-term customer partnerships, and contribute directly to sustainable commercial growth.

This is more than a sales leadership role, it is an opportunity to shape customer strategies, lead high-impact negotiations, develop future leaders, and make a meaningful contribution to the continued success of our business. If you are ready to take on a strategic leadership role where your expertise will make a lasting impact, we'd love to hear from you.

Apply today, submit your updated CV and be part of a team that's committed to delivering commercial excellence and building enduring partnerships with stakeholders.

*only shortlisted candidates will be notified.