Sales Manager, Traditional Trade - Philippines

JOB SUMMARY

The General Trade Manager – Philippines is responsible for driving sustainable sales growth, market share expansion, and profitable customer development across the General Trade (GT) channel, including distributors, sub-distributors, wholesalers, public markets, grocery stores, sari-sari stores, and other traditional trade outlets nationwide.

The role leads the development and execution of channel strategies, distributor management, sales force effectiveness, distribution expansion, and in-store execution to maximize business performance. The General Trade Manager collaborates closely with Trade Marketing, Supply Chain, Finance, and Distributor Partners to ensure strong market coverage, operational excellence, and achievement of commercial objectives.

Roles & Responsibilities

Channel Strategy & Business Development

• Develop and execute the Philippines General Trade strategy aligned with company growth objectives.


• Identify opportunities to expand distribution, availability, and visibility in traditional trade channels.


• Drive penetration into underserved regions and high-potential territories.


• Build annual business plans including sales targets, distribution targets, and growth initiatives.

Sales & Profitability Management

• Deliver sales revenue, volume, profit, and market share objectives.


• Monitor monthly performance against targets and implement corrective actions where necessary.


• Manage trade investments and channel spending to maximize return on investment.


• Ensure profitable growth through effective pricing, promotions, and execution strategies.

Distributor & Sub-Distributor Management

• Lead and manage relationships with national distributors and regional sub-distributors.


• Conduct regular business reviews to evaluate performance and identify growth opportunities.


• Negotiate commercial agreements, distribution programs, and route-to-market initiatives.


• Ensure distributor compliance with company policies, stockholding requirements, and execution standards.

Distribution Expansion

• Increase numeric and weighted distribution across the Philippines.


• Develop programs to improve product availability in:

• Sari-sari stores


• Public markets


• Grocery stores


• Local key accounts


• Wholesalers

• Drive expansion into strategic growth territories and emerging channels.

Sales Force Leadership

• Lead, coach, and develop General Trade sales teams.


• Establish clear performance metrics and accountability standards.


• Improve productivity through route optimization, coverage enhancement, and capability development.


• Foster a high-performance culture focused on execution excellence and customer satisfaction.

Key Performance Indicators / Key Figures

Business Performance

• In Market Sales vs Budget


• Sell-Out Growth


• Market Share Growth

• Numeric Distribution


• Weighted Distribution


• Outlet Coverage

Customer Development

• Distributor and Sub Distributor Management


• Local Key Account Supervision


• Distribution Growth

Execution Excellence

• Promotional Compliance


• Availability of Priority SKUs


• New Product Launch Success

Financial Performance

• Customer (Sub Distributor) Profitability


• Trade Investment ROI


• Forecast Accuracy
  

Previous / Professional Experience:

• Minimum 10 years of FMCG sales, preferably General Trade channel experience.


• Proven experience managing General Trade via sub-distributors.


• Strong track record in commercial negotiations and customer development.


• Experience working with distributor-led business models.


• Demonstrated success in delivering sales growth and profitability targets.

Education & Additional Requirements:

Education

• Bachelor's Degree in Business Administration, Marketing, Economics, Sales or a related discipline.


• MBA or postgraduate qualification is an advantage.

Languages

• Fluent Filipino and English (written and spoken).

Additional Requirements

• Based in the Greater Manila Area.


• Willingness to travel regularly across the Philippines.


• Strong analytical, communication and presentation skills.


• Proficiency in Microsoft Office applications.


• Experience working within multicultural and cross-functional environments.

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BIC World is an Equal Opportunity Employer. We strongly commit to hiring people with different backgrounds and experiences to help us build better products, make better decisions, and better serve our customers. We do not discriminate based upon race, religion, color, national origin, gender, sexual orientation, veteran status, disability status, or similar characteristics. All employment is decided based on qualifications, merit, and business need.

BIC World is not seeking assistance or accepting unsolicited resumes from search firms for this employment opportunity. Regardless of past practice, all resumes submitted by search firms to any team member at BIC via email, or directly to a BIC team member in any form without a valid written search agreement in place for that position will be deemed the sole property of BIC, and no fee will be paid in the event the candidate is hired by BIC as a result of the referral or through other means.