About the Role
We are looking for an ambitious Mum & Baby Sales Manager to drive our market growth in Malaysia. This role will be responsible for expanding our retail presence, managing key channel relationships, and building brand equity across Malaysia's well-developed mum & baby retail ecosystem.
Malaysia's mum & baby market is mature and competitive, with discerning consumers who demand quality and value. We are looking for someone who understands this landscape deeply and can navigate both modern retail chains and independent specialty stores to win market share.
Key Responsibilities
1. Sales & Channel Development
- Build and deepen relationships with major mum & baby retail chains, department store concessions, and independent specialty stores across Malaysia
- Proactively identify and secure new business opportunities within the mum & baby segment, expanding channel coverage in both Peninsular and East Malaysia
- Consistently meet and exceed quarterly and annual sales targets through strategic account planning and disciplined pipeline management
- Lead trade negotiation — trading terms, margin structures, listing fees, and joint business planning with key retail partners
2. Market Intelligence
- Continuously monitor and analyze market trends, competitor pricing and promotions, product innovation, and shifting consumer preferences in the Malaysian mum & baby market
- Deliver regular market reports with actionable recommendations for product positioning, pricing strategy, and competitive differentiation
- Understand the multicultural consumer landscape — tailoring approaches for Malay, Chinese, and Indian consumer segments where relevant
3. Inventory & PSI Management
- Own PSI (Purchase-Sales-Inventory) management for the market, ensuring optimal inventory levels across all retail touchpoints
- Leverage sell-in and sell-out data for accurate demand forecasting and proactive stock replenishment
- Partner with supply chain and regional logistics to minimize lead times and prevent stock-outs during peak promotional periods
4. Product Expertise
- Develop comprehensive product knowledge of the full mum & baby portfolio, including features, benefits, safety certifications, and competitive differentiators
- Design and deliver product training programs for retail partners floor staff and distributor sales teams
- Act as the primary product resource for key clients, providing expert consultation and category insights
5. Retail Excellence & Brand Visibility
- Execute a structured store visitation program across key locations (Klang Valley, Penang, Johor Bahru, and other major cities) to ensure perfect in-store execution
- Manage POSM deployment — display fixtures, shelf branding, posters, brochures, wobblers, and promotional kits — maintaining consistent brand image
- Partner with the marketing team to plan and run in-store activations, sampling campaigns, and seasonal promotions that drive foot traffic and conversion
Requirements
- 5+ years of proven sales experience, preferably within the mum & baby, FMCG, or consumer goods industry in Malaysia
- Strong understanding of the Malaysian mum & baby retail landscape, trade dynamics, and consumer purchasing patterns
- Demonstrated track record of managing key accounts and delivering year-on-year sales growth
- Experience with PSI management, demand forecasting, or category management is highly valued
- Excellent communication, negotiation, and relationship-building skills — fluent in English (Bahasa Malaysia and/or Mandarin are strong advantages given Malaysia's multicultural market)
- Bachelor's degree in Business, Marketing, or a related field
- Self-driven with the ability to work autonomously while collaborating effectively with regional and HQ teams
- Willingness to travel domestically within Malaysia for store visits and partner meetings (approximately 40-50% travel)
Preferred Qualifications (Nice to Have)
- Existing relationships with key Malaysian mum & baby retailers such as Mothercare Malaysia, Babyshop Malaysia, Babywise, department store baby sections (Parkson, Isetan, AEON), or independent baby specialty chains
- Experience working with e-commerce platforms (Shopee, Lazada) in the mum & baby category
- Familiarity with Malaysian product compliance and labeling requirements for baby products
- Experience managing distributor partnerships in addition to direct retail accounts
- Multilingual capability — the ability to communicate in English, Bahasa Malaysia, and Mandarin is highly advantageous for engaging Malaysia's diverse retail landscape
