Off-Trade Sales Manager

At Bottles & Bottles, you'll represent an elite collection of wines & spirits that define luxury dining experiences across Singapore. You'll work alongside passionate industry professionals, enjoy access to exclusive brand events, and develop your expertise with WSET certification support.

Job Highlights

• Join a dynamic and growing premium wine & spirits distributor with a strong off-trade network
• Lead and grow accounts in Singapore's dynamic supermarket and e-commerce sector
• Opportunity to work with top global brands and exclusive product portfolios
• Supportive team culture with training, wine education, and career development
• As part of a larger distribution house and retail chain, there are multiple career path options you can pivot to within the organisation and develop your passion in wines

Main duties

Operational Responsibilities:

• Merchandising Execution:
   Set up and maintain wine displays in accordance with brand guidelines and promotional calendars.
• Stock Management:
   Ensure optimum stock levels, monitor inventory, and manage stock rotation to avoid out-of-date products.
• Retailer Relationships:
   Build and maintain positive relationships with store managers and staff to secure prime in-store positioning.
• Market Visits:
   Regularly visit assigned retail stores and ensure compliance with visual merchandising standards.
• Reporting:
   Provide regular reports, including photos and feedback, on merchandising execution, stock levels, and competitive activity.
• Competitor Monitoring:
   Stay informed on competitor activities and market trends, sharing insights with the broader team.

Sales Responsibilities:

• Account Management:
   Manage and grow existing off-trade accounts, ensuring excellent customer service and client satisfaction.
• Business Development:
   Identify and pursue new business opportunities within the off-trade sector to increase market share.
• Sales Targets:
   Support sales team to achieve and exceed monthly, quarterly, and annual sales targets.
• Relationship Building:
   Develop strong, long-term relationships with key decision-makers and buyers.
• Promotions & Activations:
   Work closely with marketing to plan and execute promotional campaigns, in-store tastings, and activations.
• Product Knowledge:
   Maintain expert-level knowledge of our wine portfolio and communicate its value to clients.
• Reporting:
   Provide regular sales reports, market feedback, and forecasts to management.
• Market Intelligence:
   Stay informed on industry trends, competitor activities, and consumer preferences.

Team goals and deliverables

Short-Term Deliverables

• Strengthen Account Relationships - Build strong rapport with existing key accounts.
• Strategic Expansion - Develop and present growth plans to expand coverage into high-potential off-trade accounts (regional chains, independents, e-commerce).
• Brand Activation Execution - Plan and deliver impactful brand activation campaigns in partnership with marketing

Ongoing / Annual Deliverables

• Commercial Performance - Consistently achieve quarterly and annual sales KPIs, including revenue growth, case volume targets, and new account acquisition.
• CRM & Reporting Discipline - Maintain accurate and up-to-date CRM entries, including sales pipelines, call notes, and forecasts.
• Trade Training & Education
• Deliver at least 4 trade training sessions per year to retail staff, focusing on product knowledge, upselling techniques, and brand advocacy to boost sell-through rates.
• Partnership Development - Support the creation of long-term, sustainable partnerships with premium off-trade outlets and wholesalers, aligning with the company's brand positioning and growth strategy.

Requirements

Qualifications & Experience

• Minimum 3–5 years of proven success in off-trade sales within the wine, spirits, or premium FMCG sector
• Established network of contacts across key off-trade channels (premium supermarkets, specialty wine & spirits retailers, convenience chains, and e-commerce platforms) in Singapore
• Strong track record of meeting or exceeding revenue and distribution targets in competitive retail and wholesale markets
• WSET Level 2 (or higher) certification preferred; equivalent wine & spirits knowledge will be considered
• Experience in organising and executing in-store promotions, retail activations, and consumer-facing tasting events

Skills & Attributes

• Exceptional relationship-building and key account management skills with a strong client-first mindset
• Deep understanding of premium brand positioning and consumer behavior within the off-trade and retail landscape in Singapore
• Confident communicator with the ability to deliver engaging brand and product presentations to retail buyers, distributors, and trade partners
• Excellent negotiation, closing, and category management skills, with proven success in securing premium shelf space, displays, and promotional agreements
• Strong commercial acumen with the ability to analyse sales performance, category data, and market trends to identify growth opportunities
• High level of professionalism, self-motivation, and personal presentation
• Ability to thrive both independently and as part of a collaborative, cross-functional team in a fast-paced environment
• Proficient in MS Office, CRM platforms, and retail reporting/analytics tools