Assistant Manager, General Trade

Suntory Beverage & Food strives to be the most locally beloved beverage company in every market we serve. Guided by our founding principles of "Growing for Good," "Yatte Minahare" (the spirit of bold ambition), and "Giving Back to Society", we pursue sustainable growth, bold innovation, and meaningful social impact. Across the Asia Pacific region, we proudly offer trusted brands including Ribena, Lucozade Sport, BRAND'S Essence of Chicken, Tea+, BOSS Coffee, V Energy - delivering quality products that honor our commitment to harmony with people and nature.

At Suntory Singapore, we are proud to be part of the global Suntory Group, a Japanese multinational renowned for its unwavering commitment to health, wellness, and enriching lives. With a legacy deeply rooted in innovation and natural science, we deliver high-quality health enrichment and functional beverages tailored to the needs of Malaysian consumers.

Guided by our mission to "Inspire the Brilliance of Life", we blend cutting-edge research with a profound respect for nature to support holistic well-being — from the inside out.

We are the proud brand owner of several iconic products with strong cultural heritage and consumer trust:

• Ribena – the beloved blackcurrant drink rich in Vitamin C.
• BRAND'S – a trusted name in health supplements, including the renowned BRAND'S Essence of Chicken.

The Assistant Key Account Manager (General Trade & Business Development) is accountable for delivering key customer sell out (GSV & NSV) budget by driving strategic initiatives to attain sustainable growth. You will be responsible to foster strong customer relationship, implement customer strategies to drive topline sales and optimize trade spend to maximize profitability.

General Trade Key Account: Chinese Medical Hall, Mini Priovision, Coffee Shop, Food Service

Reporting Line: Key Account Manager, General Trade & Operations

Team member (Indirect): Exclusive 3 Sales Representatives from Distributor

1) Strategic Account Management

-Develop and maintain strong, long-term relationships with key general trade customers (e.g., wholesalers, large independent retailers, distributors).

-Act as the primary point of contact for assigned accounts, ensuring a deep understanding of customer needs, business models, and market dynamics.

2) Sales Planning and Execution

-Develop and execute account-specific sales plans to achieve revenue, volume, and market share targets.

-Forecast demand and align supply chain and inventory planning with customer requirements.

-Monitor sales performance and take corrective actions to close gaps versus targets.

3) Business Development

-Identify growth opportunities within the general trade channel, including expansion into new territories or outlets.

-Work with cross-functional teams (e.g., marketing, trade marketing, logistics) to tailor initiatives for general trade customers.

-Introduce and promote new products, programs, and promotions to drive customer and brand growth.

4) Distributor Performance Management

-Commercial Negotiation Evaluate distributor performance through regular reviews, including analysis of sales, distribution coverage, inventory levels, and service quality.

-Support distributor capability development through training, guidance, and tools to enhance market execution and compliance with company standards.

-Enforce adherence to commercial terms, stock rotation policies, and pricing guidelines.

-Lead price, margin, and commercial term negotiations with customers, ensuring a balance between competitiveness and profitability.

-Establish and maintain trade agreements, payment terms, and promotional investment plans.

5) Execution and Merchandising

-Ensure flawless execution of trade marketing plans, in-store visibility, and promotional activities at the point of sale.

-Work closely with field sales teams and merchandisers to ensure compliance with planograms, pricing, and promotional standards.

6) Customer Performance Analysis

-Analyze sales data, market trends, and competitor activity to make informed recommendations and decisions.

-Regularly review account performance (e.g., sales, profitability, product mix) and develop improvement plans as needed.

7) Operational Coordination

-Coordinate with logistics and customer service teams to ensure timely deliveries, stock availability, and resolution of operational issues.

-Monitor customer payments, credit limits, and overdue accounts, taking proactive action to manage financial risk.

8) Reporting and Communication

-Provide regular internal reporting on account status, risks, and opportunities.

-Communicate account plans, performance insights, and customer feedback across relevant internal stakeholders.

• Diploma or Degree in Business/Commerce/Retail Marketing or its equivalent.
• Minimum 2 - 5 years of FMCG experience in Distributor Sales Management in FMCG Sector.
• Strong in account management and negotiation
• Proficient in both English and Mandarin to deal with stakeholders at all levels
• Competent in Microsoft Office applications