Country Sales Manager

We are seeking for a dynamic and results-oriented Country Sales Manager to lead and drive the company's commercial growth strategy across Malaysia. This role is responsible for leading the entire sales organization, including Business Development Team and Key Account Team, to achieve revenue growth, market share expansion, customer retention, and profitability objectives. The Country Sales Manager will develop and execute the national sales strategy, strengthen customer relationships, identify new market opportunities, and foster a high-performance sales culture aligned with company's business objectives and values.

Key Responsibilities:

Sales Leadership & Strategy

• Provide clear vision, direction, and leadership for the Business Development and Key Account Management teams.
• Lead by example in demonstrating customer focus, commercial excellence, accountability, and integrity.
• Build, coach, and develop a high-performing sales organization through regular performance reviews, mentoring, and succession planning.
• Inspire and motivate teams to exceed targets while maintaining strong employee engagement and morale.
• Foster a culture of collaboration between Sales, Operations, Customer Service, Laboratories, Finance, and other support functions.
• Drive a disciplined sales management approach through effective pipeline reviews, forecasting, territory planning, and opportunity management.
• Champion change management initiatives and support organizational transformation, business integration, and process improvement efforts.
• Develop future sales leaders by identifying high-potential talent and creating development opportunities.
• Ensure effective communication of business goals, market priorities, and strategic initiatives throughout the organization.
• Promote a culture of continuous improvement, innovation, and customer-centricity.
• Serve as a member of the Malaysia leadership team, contributing to overall business strategy, growth planning, and operational excellence.
• Develop and implement the country sales strategy to achieve annual revenue, margin, and growth targets.
• Lead, coach, and manage the Business Development and Key Account Management teams across Malaysia.
• Translate corporate objectives into actionable sales plans, targets, and performance metrics.
• Drive market penetration and business expansion within existing and emerging industries.
• Establish and monitor KPIs to ensure alignment with company growth objectives.

Business Development

• Identify and pursue new business opportunities across calibration, testing, inspection, validation, and related technical service markets.
• Develop strategic growth plans targeting priority sectors including manufacturing, aerospace, medical devices, automotive, electronics, pharmaceuticals, energy, and other relevant industries.
• Build and maintain a strong pipeline of new customers and opportunities.
• Monitor market trends, competitor activities, and customer requirements to identify growth opportunities.

Key Account Management

• Oversee strategic customer relationships and ensure retention of major accounts.
• Develop executive-level relationships with key decision-makers and stakeholders.
• Lead contract negotiations, pricing strategies, and commercial discussions.
• Ensure high levels of customer satisfaction and long-term account growth.
• Support resolution of escalated customer issues and commercial disputes.

Team Leadership & People Management

• Lead, mentor, and develop a high-performing sales organization.
• Conduct regular performance reviews, coaching sessions, and development planning.
• Foster a culture of accountability, collaboration, customer focus, and continuous improvement.
• Recruit, onboard, and retain top sales talent.
• Ensure effective territory management and resource allocation.

Commercial Performance Management

• Own country sales budget, forecasting, and pipeline management.
• Deliver accurate monthly, quarterly, and annual sales forecasts.
• Monitor sales performance against targets and implement corrective actions when required.
• Review and optimize sales processes to improve efficiency and effectiveness.
• Ensure disciplined CRM utilization and sales reporting across the team.

Cross-Functional Collaboration

• Work closely with Operations, Laboratory Managers, Customer Service, Finance, Marketing, and Regional Leadership to ensure seamless execution of customer commitments.
• Collaborate with operations teams to maximize customer satisfaction, service delivery, and profitability.
• Support strategic initiatives, acquisitions, integrations, and regional projects as required.

Governance & Compliance

• Ensure compliance with company policies, quality standards, and ethical business practices.
• Maintain adherence to all applicable legal, regulatory, and contractual requirements.
• Promote a culture of health, safety, quality, and operational excellence.

Qualifications & Experience

• Bachelor's Degree in Business Administration, Engineering, Marketing, or related discipline.
• MBA or advanced business qualification is an advantage.
• Minimum 10–15 years of sales experience, with at least 5 years in a senior sales leadership role.
• Proven track record of leading national sales teams and delivering sustained revenue growth.
• Experience managing both Business Development and Key Account Management functions.
• Strong B2B sales experience in industrial services, technical services, calibration, testing, inspection, engineering services, or related sectors.
• Experience in multinational environments is highly preferred.

Key Competencies

Leadership

• Inspirational leadership and people development capabilities.
• Strong coaching and talent management skills.
• Ability to drive organizational change and performance improvement.

Commercial Excellence

• Strategic sales planning and execution.
• Negotiation and influencing skills.
• Financial and commercial acumen.
• Pipeline and forecast management.

Customer Focus

• Strong relationship-building skills with C-suite and senior stakeholders.
• Customer-centric mindset with a focus on long-term partnerships.

Personal Attributes

• Results-driven and highly accountable.
• Entrepreneurial mindset with strong business acumen.
• Excellent communication and presentation skills.
• Highly analytical with strong problem-solving capabilities.
• Ability to operate effectively in a fast-paced, growth-oriented environment.
• Frequent travel throughout Malaysia to support customers, key accounts, branch offices, and sales teams.
• Regular visits to strategic customers and prospects to strengthen executive-level relationships and support business growth initiatives.
• Ability to travel up to 50-70% of working time, depending on business requirements.
• Occasional international travel within the Asia-Pacific region for regional meetings, leadership forums, customer engagements, training, or strategic projects.
• Possession of a valid driving license and willingness to travel extensively as required.

Key Performance Indicators (KPIs)

• Achievement of annual sales revenue targets.
• Gross margin and profitability performance.
• New business acquisition revenue.
• Key account retention and growth.
• Pipeline value and conversion rate.
• Forecast accuracy.
• Customer satisfaction and retention metrics.
• Team engagement and performance.
• CRM compliance and sales process effectiveness.