Head of Retail Sales (Signature)

About this role

The Head of Retail Sales will be responsible for leading the company's overall retail sales function, covering dealer sales, retail sales, and kitchen & electrical appliances sales.

This role will oversee the respective sales channel heads and ensure that each sales channel contributes effectively to revenue growth, customer acquisition, market expansion, sales conversion, and profitability. The role requires a commercially driven leader who can manage sales managers, strengthen dealer performance, grow direct sales, improve product category sales, and build a disciplined sales culture across the Retail Business.

Job Description

1. Retail Sales Strategy & Business Growth

• Develop and execute the overall retail sales strategy in line with the company's business direction
• Drive revenue growth across key retail sales channels, including dealer sales, internal direct sales, and kitchen & electrical appliances sales
• Identify new sales opportunities, market gaps, and growth potential within the retail business
• Ensure each sales channel has clear targets, action plans, and performance tracking
• Strengthen cross-selling opportunities across product categories, including built-in cabinets, wardrobes, kitchen systems, kitchen appliances, electrical appliances, and other related retail products
• Work closely with management to support long-term retail business growth plans

2. Dealer Sales & Network Management

• Lead the strategy for dealer recruitment, dealer development, and dealer performance improvement locally and overseas
• Establish clear dealer qualification, onboarding, and performance review standards
• Work with the dealer management team to improve dealer productivity, sales conversion, and product basket expansion
• Identify underperforming dealers and recommend recovery, restructuring, or exit plans where necessary

3. Retail Direct Sales Management

• Oversee the Retail Internal Sales team to drive sales
• Improve lead management, customer follow-up, sales conversion, and closing discipline
• Support the development of direct sales as a sustainable growth channel for the Retail Business

4. Kitchen & Electrical Appliances Sales

• Oversee the kitchen and electrical appliances sales function to grow revenue contribution from this category
• Drive a stronger attachment rate of appliances to kitchen and wardrobe sales
• Work with the team to develop sales packages, promotions, dealer push programs, and product bundling strategies
• Monitor category sales performance, margin, stock movement, and sales effectiveness
• Work with Product, Procurement, Marketing, and Operations teams to ensure product competitiveness and effective sales support
• Ensure sales activities are commercially sound and aligned with margin expectations

5. Sales Leadership & Team Managemheads/salesent

• Lead and guide sales channel heads / sales managers to achieve business objectives
• Set clear KPIs, review performance regularly, and provide strategic direction to the respective sales teams
• Build a performance-driven sales culture with strong accountability, ownership, and execution discipline
• Identify capability gaps within the sales teams and work with relevant stakeholders on hiring, training, coaching, and development plans

Ensure sales managers are effectively leading their teams and driving consistent follow-up on sales activities.

6. Commercial Performance Management

• Monitor sales performance, sales pipeline, conversion rate, margin, product mix, and profitability across all retail sales channels
• Analyze sales trends, dealer performance, direct sales performance, category performance, and customer behavior
• Recommend corrective actions to improve sales performance and profitability
• Review pricing, promotion, commission, and incentive structures to ensure they support sustainable and profitable growth
• Ensure sales activities are aligned with company policies, pricing guidelines, and business direction

Job Requirement

• Possess a Bachelor's Degree in Business, Marketing, Sales, Management, or related field
• Minimum 10 years of experience in sales, channel management, business development, or commercial leadership
• At least 5 years in a management role, preferably managing sales managers or channel teams
• Experience in dealer / distributor management, retail sales, B2B sales, or a multi-channel sales environment
• Strong business acumen with experience in revenue growth, margin management, sales planning, and performance reviewdealer/distributor
• Proven ability to build and manage sales teams, set KPIs, and drive accountability
• Good understanding of retail, home living, furniture, building materials, renovation, interior fit-out, property, or related industries will be an added advantage
• Strong communication, negotiation, leadership, and stakeholder management skills
• Able to work in a fast-paced environment and manage multiple business priorities
• Willing to travel when required