Overall Job Objectives:
To drive the growth and performance of the off-trade sales channel by developing and executing effective strategies for key accounts, supermarkets, convenience stores, specialty retail chains, and independent retail outlets. The Off-Trade Manager will be responsible for achieving sales targets, building strong customer relationships, managing promotional activities, and ensuring brand visibility and execution standard across all off-trade touchpoints.
Core Responsibilities:
Off-Trade Channel Strategy & Growth
- Develop and execute short and long term sales strategies for the off-trade channel.
- Identify growth opportunities across different customer segments and regions.
- Monitor channel performances, category trends, and competitor activities to inform strategic decisions.
- Collaborate with marketing to align brand strategies with off-trade execution.
Team Leadership & People Management
- Lead, manage and support a team of Sales Executive and Merchandiser under the off-trade channel.
- Set clear performance targets, provide regular coaching, and conduct performance reviews.
- Foster a result-driven and collaborative sales culture.
- Identifying training and developments needs to upskill the team.
Key Account & Customer Manager
- Manage and strengthen relationships with major retail chains, convenience stores, and independent accounts.
- Negotiate trading terms, pricing and promotional agreements with key clients.
- Ensure timely execution of Business Plans and Promotional calendars.
Trade Execution & In-Store Excellence
- Ensure high standards of in-store execution including merchandising, shelf share and stock availability.
- Plan and implement channel-specific promotions, activations and POSM placement
- Monitor execution quality through store visits and field team reporting.
Reporting & Insights
- Track and analyze sales performance, customer behavior and ROI on trade activities.
- Provide regular reports and actionable insights to management.
- Recommend improvements to drive efficiency and revenue.
Requirements:
- Bachelor's degree in Business, Marketing, or a related field.
- Minimum 10 years of sales experience in the FMCG or alcoholic beverage industry, with at least 3 years in a managerial role.
- Proven track record in managing off-trade / retail channels, including key accounts like supermarkets, convenience stores, and independent retailers.
- Strong skills in negotiation, trade marketing, and in-store execution.
- Analytical mindset with the ability to interpret sales data and market trends to drive performance.
- Excellent interpersonal and communication skills, with the ability to build and maintain strong customer relationships.
- Proficient in Microsoft Office and comfortable with sales reporting tools.
- Willing to travel for store visits, customer meetings, and trade checks when required.
- A self-starter with strong leadership and strategic thinking abilities.
