Senior Business Development Executive

Reports To: Co-Founder (Head of BD & Sales)

Department: Business Development

Location: Hybrid (Petaling Jaya)

Type: Full-Time

Company Overview

Together, We Nurture Generations.

At Pealet, we blend the warmth of family wellness with the precision of technology. We utilize a proprietary AI framework to build brands that truly support families.

Our flagship, HaruPlate, is growing up—transitioning from a beloved product-focused CPG brand into a comprehensive Developmental Wellness Platform.

We are looking for a Senior Business Development Executive to help write this next chapter. You will be the bridge between our aggressive growth targets and our mission to support families, ensuring HaruPlate shows up authentically at critical consumer touchpoints across domestic and international markets.

Role Objective

To drive top-line revenue through market expansion and strategic alliances. You aren't just hitting numbers; you are opening doors for families to find us. You will be responsible for identifying high-value opportunities, securing our retail footprint, and building partnerships that position HaruPlate as a trusted, premium authority in family wellness.

Key Responsibilities

1. Market & Channel Expansion (50% - Commercial Growth)

Get us in front of the families who need us most.

• Finding Our Home on the Shelf: Identify, pitch, and close new accounts in key premium channels (Specialty Grocers, Health Chains, Mother & Child Boutiques). We want to be where parents already trust the selection.
• New Market Entry: Lead the charge into new territories (focus on GCC and Neighboring SEA countries). You will champion our unique Halal + Science story to distributors and secure our first foothold in these regions.
• Distributor Management: Build genuine relationships with distributors to ensure HaruPlate isn't just a line item in a catalog, but a priority on the street.

2. Strategic Partnerships (40% - Brand Equity & Reach)

Who we stand with defines who we are.

• Corporate Alliances: Secure Triangular Partnerships with blue-chip organizations (e.g., Financial Institutions, Insurers, Tech). You'll help them help their customers by integrating HaruPlate into their family/wellness programs.
• Brand Collaborations: Find our brand best friends—complementary premium brands (e.g., kitchenware, sustainable lifestyle)—and create co-marketing campaigns that are fun, valuable, and expand our community.
• Deal Structuring: Manage the full deal cycle. You ensure agreements protect our margins while delivering the kind of visibility that makes people say, I see HaruPlate everywhere.

3. Market Intelligence (10% - The Strategic Ear)

• Competitive Analysis: Keep a pulse on the market. What are competitors doing What are parents asking for You feed this back to the team.
• Data Utilization: Leverage our internal AI-enhanced community data to back up your instincts and validate commercial pitches with hard facts.

Candidate Profile

We are looking for a Happy Hunter—someone who loves the chase but cares deeply about the brand they are representing.

• Brand-Centric Commercial Mindset: You know that where we sit on the shelf matters just as much as what's inside the jar. You drive sales without compromising our premium positioning.
• Independent Pioneer: You are comfortable taking a plane to a new city, walking into a trade show, and leaving with 50 leads and a few new friends.
• Storyteller & Strategist: You don't just pitch slides; you pitch better futures. You can weave a narrative that makes a Corporate CSR goal feel personal and exciting.
• Data-Fluent: You embrace technology to work smarter, using data to streamline your CRM and validate your wins.

Qualifications

• 5+ years of experience in Business Development, Strategic Partnerships, or Key Account Sales.
• Demonstrated track record of opening new international markets or securing partnerships valued >$50k.
• Industry experience in FMCG, Premium Lifestyle, or Wellness is preferred.
• Knowledge of the Halal economy and export regulations is a distinct advantage.

Success Metrics (Year 1)

• Market Penetration: Secure distribution partners in [Target Market A] and [Target Market B].
• Revenue Generation: Achieve $X in revenue from Corporate Partnerships and Sponsorships.
• Retail Expansion: Increase active retail doors by X% in the home market.