Head of Retail Sales

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 Descriptio

n1. Retail Sales Strategy & Business Growt

• hDevelop and execute the overall retail sales strategy in line with the company's business directio
• nDrive revenue growth across key retail sales channels, including dealer sales, internal direct sales, and kitchen & electrical appliances sale
• sIdentify new sales opportunities, market gaps, and growth potential within the retail busines
• sEnsure each sales channel has clear targets, action plans, and performance trackin
• gStrengthen cross-selling opportunities across product categories, including built-in cabinets, wardrobes, kitchen systems, kitchen appliances, electrical appliances, and other related retail product
• sWork closely with management to support long-term retail business growth plan

s
2. Dealer Sales & Network Manageme

• ntLead the strategy for dealer recruitment, dealer development, and dealer performance improvement locally and overse
• asEstablish clear dealer qualification, onboarding, and performance review standar
• dsWork with the dealer management team to improve dealer productivity, sales conversion, and product basket expansi
• onIdentify underperforming dealers and recommend recovery, restructuring, or exit plans where necessa

ry
3. Retail Direct Sales Managem

• entOversee the Retail Internal Sales team to drive sa
• lesImprove lead management, customer follow-up, sales conversion, and closing discipl
• ineSupport the development of direct sales as a sustainable growth channel for the Retail Busin

ess
4. Kitchen & Electrical Appliances S

• alesOversee the kitchen and electrical appliances sales function to grow revenue contribution from this cate
• goryDrive a stronger attachment rate of appliances to kitchen and wardrobe s
• alesWork with the team to develop sales packages, promotions, dealer push programs, and product bundling strate
• giesMonitor category sales performance, margin, stock movement, and sales effective
• nessWork with Product, Procurement, Marketing, and Operations teams to ensure product competitiveness and effective sales sup
• portEnsure sales activities are commercially sound and aligned with margin expectat

ions
5. Sales Leadership & Team Managemheads/sal

• esentLead and guide sales channel heads / sales managers to achieve business objec
• tivesSet clear KPIs, review performance regularly, and provide strategic direction to the respective sales
• teamsBuild a performance-driven sales culture with strong accountability, ownership, and execution disci
• plineIdentify capability gaps within the sales teams and work with relevant stakeholders on hiring, training, coaching, and development

plansEnsure sales managers are effectively leading their teams and driving consistent follow-up on sales activi

ties.
6. Commercial Performance Mana

• gementMonitor sales performance, sales pipeline, conversion rate, margin, product mix, and profitability across all retail sales ch
• annelsAnalyze sales trends, dealer performance, direct sales performance, category performance, and customer be
• haviorRecommend corrective actions to improve sales performance and profita
• bilityReview pricing, promotion, commission, and incentive structures to ensure they support sustainable and profitable
• growthEnsure sales activities are aligned with company policies, pricing guidelines, and business dir

ection
Job Requ

• irementPossess a Bachelor's Degree in Business, Marketing, Sales, Management, or relate
• d fieldMinimum 10 years of experience in sales, channel management, business development, or commercial lea
• dershipAt least 5 years in a management role, preferably managing sales managers or channe
• l teamsExperience in dealer / distributor management, retail sales, B2B sales, or a multi-channel sales envi
• ronmentStrong business acumen with experience in revenue growth, margin management, sales planning, and performance reviewdealer/dist
• ributorProven ability to build and manage sales teams, set KPIs, and drive account
• abilityGood understanding of retail, home living, furniture, building materials, renovation, interior fit-out, property, or related industries will be an added ad
• vantageStrong communication, negotiation, leadership, and stakeholder management
• skillsAble to work in a fast-paced environment and manage multiple business pri
• oritiesWilling to travel when r