SEA Sales Manager

About the Role

We are looking for a proactive, commercially sharp Sales Manager to accelerate our offline retail growth across Southeast Asia. Based in Singapore, you will own key retail partnerships while also driving business development to open new doors across priority markets. You will lead commercial negotiations, secure listings and activations, and ensure strong execution with distributors and in-market teams to deliver sustainable sell-in and sell-out results.

This is a high-impact role in a fast-growing global wellness brand, with clear pathways for regional growth.

Key Responsibilities

1. Regional Key Account Management & Growth

• Own regional growth strategy across priority SEA retail accounts (pharmacy/health & wellness chains), aligning targets, assortment, pricing and activation plans by market.

• Build and maintain senior relationships with category buyers and retail decision makers; run regular business reviews and range discussions.

• Lead commercial negotiations: listings, trading terms, promotion mechanics, and annual agreements.

• Develop account-specific business plans and deliver against sales targets, market penetration and share-of-shelf goals.

2. Business Development

• Identify and secure new business opportunities across offline channels in SEA (new banners, new markets, new store formats).

• Build and manage a strong BD pipeline: prospecting, qualification, pitch, commercial proposal, negotiation, onboarding and launch.

• Drive speed-to-shelf: coordinate listing process, documentation, pricing setup, and launch readiness with internal teams and external partners.

• Support go-to-market entry decisions and expansion priorities across SEA markets, based on account potential and category dynamics.

3. Commercial Execution Excellence

• Own the full commercial cycle with retail accounts: listings, promotions, in-store visibility, and performance tracking.

• Plan and supervise in-store activations, ensuring execution excellence and brand compliance.

• Partner with distributors to ensure on-shelf availability, replenishment discipline, planogram compliance and activation execution.

• Analyse POS and category performance to optimise promotional plans and improve ROI.

4. Trade Terms, Pricing & Budget Management

• Manage trade terms, price architecture and retailer budgets across different markets; ensure disciplined investment and ROI.

• Work with Finance on rebates, claims and accruals; ensure commercial governance and timely reconciliation.

5. Global & Regional Collaboration

• Partner closely with HQ and cross-regional teams (e.g., ANZ/China/SEA) to ensure alignment on brand strategy, go-to-market priorities, and execution standards across markets.

• Act as the market voice for SEA: provide structured insights on consumer behaviour, competitor moves, and retail trends, feeding back to HQ to inform product, brand and channel strategy.
  

Requirements

• 5+ years in retail key account management and/or business development, ideally within FMCG / Health / Personal Care / Beauty / Nutrition.

• Proven success working with pharmacy/health & wellness chains and/or SEA retail markets (strong SG base plus surrounding markets).

• Strong commercial acumen and negotiation skills; comfortable owning listings, terms, and activation planning.

• Hands-on experience delivering in-store executions and improving shelf presence in competitive categories.

• Highly organised and self-driven; able to handle multiple markets and stakeholders with strong follow-through.

• Strong Excel/PowerPoint skills; comfortable with dashboards, POS data and reporting.

• Passion for health & wellness and building a brand with purpose.