Food Service Sales Manager

Join to apply for the
Food Service Sales Manager – Singapore
role at Flora Food Group
About Flora Food Group
We offer consumers a compelling choice in four growing categories: butters and spreads, creams, liquids and cheeses. We hold leadership positions in many of the 100 countries we operate in, with iconic brands including Flora, Becel+ProActiv, Blue Band, Country Crock, I Can’t Believe It’s Not Butter, Rama, and Violife, together with our local brands and Professional business. Flora Food Group is a global branded food champion that offers nutritious products and aims to be more affordable and sustainable than dairy equivalents.
Position Summary
Location:
Singapore
Coverage:
All Singapore
Work Type:
Permanent Based via 3rd Parties Entities (Due Legal diligence)
We are seeking a highly driven and strategic
Food Service Sales Manager
to lead and grow our Food Service (FS) business in
Singapore . This role focuses on business development, distributor management, and driving sustainable sales growth across key FS channels including HORECA, Bakery, and Coffee & Tea.
Key Responsibilities
Business Development & Market Expansion: Identify growth opportunities across FS channels and develop strategic plans to capture market share; analyze market dynamics and trends in Singapore, especially within HORECA and Bakery segments, to improve conversion rates; implement sales strategies to increase reach and penetration in key cities and customer segments; collaborate with distributors and stakeholders to optimize distribution models and route-to-market (RTM) strategies.
Sales Performance & Growth: Achieve monthly, quarterly, and annual sales targets; work closely with FS marketing and trade marketing teams to ensure fast and effective execution of business plans; monitor customer behavior and competitor activities to identify areas for innovation and improvement; drive top-line and bottom-line growth through optimal product mix and pricing strategies.
Financial & Operational Management: Monitor distributor financial health, outstanding balances, and overall performance; partner with Commercial & Finance teams to manage credit exposure and ensure timely payments; oversee secondary sales returns and coordinate product clearance from customer warehouses; provide strategic input for demand planning and S&OP processes; share market insights to support competitive promotional planning.
Team Management & Capability Building: Build team capabilities through ongoing training in Basic Kitchen Techniques (BKT) and Culinary Kitchen Techniques (CKT); identify skill gaps and provide mentorship to enhance team performance; foster a high-performance culture, drive motivation, and support career development; lead by example and align team efforts with business objectives.
Product & Menu Development Collaboration: Collaborate with Flora FG Chefs to develop recipes and menus tailored to Singapore’s FS market; provide input on product innovation and recipe development to enhance customer engagement.
Key Qualifications & Skills
Minimum 3 years of experience in Food Service Sales, Business Development, or related fields.
Strong knowledge of Singapore’s FS landscape, including HORECA, Bakery, and Coffee & Tea channels.
Proven track record in sales performance, target achievement, and P&L management.
Solid financial acumen with experience in credit management and pricing strategies.
Strong leadership and team development skills.
Ability to analyze market trends and customer behavior to inform strategic decisions.
Experience working with culinary teams to develop FS solutions.
Excellent communication, negotiation, and stakeholder management skills.
Adaptability to work across diverse business environments.
Why Join Us?
Lead Flora FG’s Food Service growth in Singapore and make a tangible impact.
Work in a collaborative, dynamic environment with cross-functional exposure.
Competitive compensation and career development opportunities.
Ready to grow with us?
If you're a results-oriented, strategic thinker with a passion for food service and business expansion, we invite you to apply and be part of our exciting journey in SEA. Flora Food Group is committed to building an inclusive and diverse workplace and encourages you to apply even if you don’t meet every listed requirement.
Flora Food Group is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias. No personal characteristics should be a barrier to joining Flora Food Group. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.
Seniority level
Mid-Senior level
Employment type
Full-time
Job function
Management and Manufacturing
Industries
Manufacturing
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