Business Development Executive

About the Company

Founded in 1996, Happy Alliance (M) Sdn. Bhd. has since become one of the world's most innovative Nata De Coco manufacturer. Having established a few brands, the company expanded its operations rapidly in both local and international markets. Today, the brands under Happy Alliance (M) Sdn. Bhd. is most notable for its wide range of premium Nata De Coco, jelly, jelly drink, konjac jelly, fruit drink and pudding.

About the Role

We are looking for a driven, results-oriented Business Development Executive to grow sales and expand our customer base across local and/or international markets. You will be accountable for revenue targets, finding and winning new accounts such as distributors, wholesalers, retail chains, and importers, and building long-term partnerships that increase our market share in the FMCG sector.

Responsibilities

Sales Targets & Revenue Growth

• Achieve monthly, quarterly, and annual sales targets for assigned markets and accounts
• Meet targets for new account acquisition, new market openings, and sales from new customers
• Build and manage a healthy sales pipeline, with regular forecasting of expected orders and revenue
• Drive repeat orders and increase order value from existing and newly won accounts
• Execute company sales strategies, pricing, and promotional campaigns to support target achievement
• Track progress against targets and propose action plans when performance is behind

New Business & Market Expansion

• Identify, prospect, and secure new customers, distributors, importers, and strategic partners
• Develop and execute business development plans to expand market coverage and share
• Research markets, customer needs, competitor activity, pricing, and trends to spot opportunities
• Prepare proposals, quotations, and product presentations, and negotiate terms and pricing
• Represent the company at trade shows, exhibitions, and business-matching events

Local Market (for local-facing roles)

• Grow coverage across General Trade and Modern Trade, including retail chains, wholesalers, and local distributors
• Work with the sales team to onboard new accounts and ensure product availability and visibility
• Monitor competitor activity and shelf presence in key accounts
• Travel to meet customers and partners, including outstation visits when required

International Market (for export-facing roles)

• Develop export sales by finding and appointing overseas distributors and importers
• Handle enquiries, samples, and negotiations with international buyers, and convert them into orders
• Coordinate with logistics and operations on export documentation, shipping, and delivery timelines
• Keep up to date on import regulations, halal and food safety requirements, and market-entry requirements in target countries

Account Management & Collections

• Build and maintain strong relationships with key customers and partners
• Follow up on orders, payments, and timely collections
• Gather customer feedback and work with internal teams on product, pricing, and promotional opportunities

Reporting & Coordination

• Maintain accurate records of leads, customers, pipeline, and sales activity
• Submit regular sales, pipeline, and performance reports to management
• Work closely with the marketing, operations, and supply chain teams to support smooth execution

Qualifications

• Bachelor's degree in Business, Marketing, International Trade, or a related field (diploma holders with relevant experience may be considered)
• 2–5 years of business development or sales experience, preferably in FMCG or food and beverage
• Proven track record of achieving sales targets and winning new accounts
• Strong communication, negotiation, and relationship-building skills
• Good understanding of distribution channels, including General Trade, Modern Trade, and export markets
• Target-driven, able to work independently, manage multiple opportunities, and perform under pressure
• Willingness to travel locally and/or internationally when required
• Proficiency in written and spoken English; Chinese and Malay are an advantage
• Valid driving license is preferred

Preferred Skills

• Experience in export, cross-border trade, or working with international distributors
• Knowledge of export documentation, Incoterms, and halal certification requirements
• Exposure to both East and West Malaysia, or to regional markets such as Southeast Asia, China, or the Middle East
• Familiarity with CRM tools and sales reporting
• Experience with online marketplaces or B2B platforms

Pay range and compensation package

Salary: RM 5,000+ per month + commission, depending on experience and qualifications