Responsibilities:

Sales Strategy, Target Ownership & Performance Management

Translate company targets into clear, measurable goals across business units

Develop data-driven sales forecasts based on market trends, historical performance, and production capacity

Monitor sales performance (Actual vs. Target) and drive corrective actions proactively

Establish clear KPIs and dashboards across all sales functions

Identify new business opportunities across HoReCa, QSR, Modern Trade, Traditional Trade customers, and other related channels

Leadership of Sales

Lead, structure, and develop Sales Managers, and sales teams nationwide

Coach teams on sales planning, customer engagement, and execution excellence

Strengthen capabilities in both commercial and technical (food product) knowledge

Build a high-performance, accountability-driven culture

Customer Management and Brand Strategy

Develop strong partnerships with Food Industrial (FI), QSR, Modern Trade, HoReCa, and Traditional Trade customers

Support high-level negotiations on pricing, contract terms, and business development

Ensure execution of tailored solutions through collaboration with Technical teams (e.g., menu/product development)

Drive distribution strategy across Modern Trade, Traditional Trade, and E-commerce channels

Work closely with Marketing to ensure strong brand positioning and activation

Field Sales & Market Execution

Ensure effective execution of sales strategies through Area Sales Managers and field teams

Travel with teams to engage customers and drive opportunities

Monitor and improve sales productivity and field performance

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Qualifications

Bachelor's degree or higher in Business, Marketing, Food Science, or related field

Minimum 10+ years of sales leadership experience in Food industry, FMCG, or HoReCa or related field.

Proven success managing multi-channel sales including Key Accounts (FI, QSR, Modern Trade, Traditional & HoReCa channels.

Strong expertise in strategic planning, forecasting, and P&L management

Strong leadership, negotiation, and stakeholder management skills

Ability to translate strategy into practical, actionable execution plans

Strong analytical, and problem-solving skills

Able to work in a fast-paced, result-driven environment

Willingness to travel domestically

Experience in managing the sales team is a must

Proficient in Microsoft Office and reporting tools

Good command of English both written and spoken

Rich Products Manufacturing (Thailand) Co., Ltd.

5th Floor, Lake Rajada Office Complex,

193/25 Ratchadapisek Road,Kwang Klongtoey,

Khet Klongtoey, Bangkok 10110