Modern Trade Channel Manager

Company Description

We are a well-established Singapore-based food and beverage manufacturing and distribution company with a long heritage in the local market. Over the years, we have built a strong portfolio of food and beverage products and developed a growing presence across Singapore and international markets.

About the Role

We are looking for an experienced Modern Trade Channel Manager to lead the company's sales and marketing activities across the modern trade channel.

This is a commercially focused role for someone with a strong understanding of Singapore's food and FMCG market and, most importantly, an established network and proven relationships with buyers and decision-makers across major modern trade retailers.

The successful candidate will be responsible for growing sales, strengthening key customer relationships, developing channel strategies and ensuring effective execution of promotions and marketing activities.

This role is ideal for a commercially driven sales leader who understands how to win and grow business with major supermarkets, hypermarkets and other modern trade customers.

Key Responsibilities

1. Modern Trade Sales

· Develop and execute the company's Modern Trade sales strategy.

· Drive revenue, volume and profitability across key retail accounts.

· Manage relationships with major supermarkets, hypermarkets and modern trade customers.

· Build and maintain strong relationships with buyers, category managers and commercial decision-makers.

· Lead negotiations on pricing, promotions, listings, ranging, displays and commercial terms.

· Identify new business opportunities and expand product distribution and market coverage.

· Monitor sales performance and take corrective action to achieve targets.

2. Key Account Management

· Act as the primary commercial contact for assigned Modern Trade customers.

· Develop long-term relationships with key retail accounts.

· Understand customer strategies, category trends and purchasing requirements.

· Conduct regular business reviews with customers.

· Negotiate annual trading agreements, promotions and commercial programmes.

· Ensure customer issues are resolved promptly and professionally.

· Develop joint business plans with key customers where appropriate.

3. Sales & Marketing

· Develop channel-specific sales and marketing plans.

· Work with the marketing team to develop effective promotions, campaigns and product launches.

· Plan and manage trade promotions, in-store activities and merchandising initiatives.

· Analyse consumer, category and competitor trends to identify growth opportunities.

· Recommend product assortment, pricing and promotional strategies.

· Work closely with internal teams to ensure successful execution of marketing and sales initiatives.

4. Business Development

· Identify opportunities to expand the company's presence within Modern Trade.

· Develop new retail accounts and distribution channels.

· Identify opportunities for new products, product extensions and category expansion.

· Monitor competitor activities and market developments.

· Develop strategies to increase market share and strengthen brand presence.

5. Sales Planning & PerformanceManagement

· Prepare sales forecasts, budgets and channel plans.

· Track sales, margins, distribution and promotional effectiveness.

· Analyse sales data and provide recommendations to management.

· Monitor trade spending and ensure effective use of promotional budgets.

· Provide regular sales and market reports to senior management.

6. Cross-Functional Collaboration

· Work closely with Supply Chain, Operations, Finance, Product Development and Marketing teams.

· Ensure product availability and accurate sales forecasting.

· Coordinate new product launches and promotional activities.

· Communicate customer requirements internally and ensure timely execution.

· Support management in developing the company's overall commercial strategy.

Essential Requirements

· 10–15+ years of relevant experience in Sales, Key Account Management, Merchandising/Category Management or a related commercial function.

· Strong experience within the food manufacturing, food distribution or FMCG industry.

· Demonstrated track record managing Modern Trade accounts in Singapore.

· An established network of relationships with Modern Trade buyers, category managers and commercial decision-makers.

· Strong understanding of Singapore's supermarket and modern trade landscape.

· Demonstrated success in growing sales and developing key accounts.

· Strong commercial acumen with an understanding of pricing, margins, trade spend and promotions.

· Strong communication, negotiation and presentation skills.

· Able to work independently and take ownership of commercial results.

Please note that only shortlisted candidates will be contacted.

EA License: 22C1076 | EA Reg No.: R1104279