Asst. General Manager – Sales & Marketing

Job Purpose

Asst. General Manager – Sales & Marketing

The ideal candidate must be highly adaptable, commercially astute, and possess unwavering integrity while leading teams to exceed business objectives.

1. Strategic Leadership & Business Growth

• Define and implement the overall sales & marketing strategy for Singapore, ensuring alignment with regional/global business objectives.
• Drive revenue growth, profitability, and market expansion through innovative sales and marketing initiatives.
• Analyze market trends, competitor activities, and consumer insights to identify new opportunities and mitigate risks.
• Lead pricing strategies, trade promotions, and channel optimization to maximize ROI.

1. Sales Management & Key Account Leadership

• Oversee the entire sales function, including modern trade, general trade, e-commerce, and HORECA channels.
• Build and maintain strong relationships with key accounts (supermarkets, distributors, wholesalers, and B2B clients).
• Ensure effective sales forecasting, budgeting, and trade spend management.
• Implement performance-driven sales incentives and KPIs to motivate the team.
• Strong network with major retailers (NTUC FairPrice, Dairy Farm Group, Amazon, Lazada, etc.).
• Familiarity with e-commerce and omnichannel sales strategies.

1. Brand & Marketing Excellence

• Lead brand positioning, marketing campaigns, and digital strategies to enhance brand equity and consumer engagement.
• Collaborate with product development and supply chain teams to ensure product availability and innovation.
• Optimize ATL & BTL marketing efforts, including social media, influencer partnerships, and in-store activations.
• Monitor marketing ROI and adjust strategies based on analytics and performance metrics.

1. Operational & Financial Oversight

• Manage P&L responsibility, ensuring cost efficiency and profitability across sales & marketing activities.
• Implement best-in-class sales processes and reporting mechanisms.
• Ensure compliance with trade policies, regulatory requirements, and corporate governance.

1. Team Leadership & Development

• Build a high-performance culture, fostering accountability, collaboration, and continuous improvement.
• Recruit, train, and mentor top-tier sales & marketing talent.
• Work closely with cross-functional teams (Finance, Supply Chain, HR) to drive business success.

Qualifications & Competencies

Essential Requirements:

• 10+ years of progressive experience in FMCG sales & marketing, with at least 5 years in a senior leadership role.
• Proven track record in driving revenue growth, expanding market share, and managing key retail/distribution partnerships.
• Strong commercial acumen with expertise in trade marketing, pricing strategies, and route-to-market optimization.
• Data-driven mindset – proficient in sales analytics, market research, and financial modeling.
• Exceptional negotiation, communication, and stakeholder management skills.
• Hands-on, detail-oriented, and execution-focused – able to balance strategic vision with operational excellence.
• High integrity, resilience, and a goal-driven attitude – thrives under pressure in a fast-paced environment.
• Bachelor’s degree in Business, Marketing, or related field.
• Strong network with major retailers (NTUC FairPrice, Dairy Farm Group, Amazon, Lazada, etc.).
• Familiarity with e-commerce and omnichannel sales strategies.