National Sales Manager (FMCG/Consumer Goods)

Aloha Consulting Group View all jobs

  • Hanoi
  • Permanent
  • Full-time
  • 3 days ago
  • Apply easily
1. PURPOSE OF THE ROLELead the overall commercial function for a diversified consumer group operating in food processing, condiments, dairy distribution, and seafood manufacturing. Drive revenue growth, develop and manage distribution channels across Modern Trade and General Trade, and translate strategic direction into actionable sales plans. This is a hands-on leadership role in a turnaround context, requiring strong resilience, commercial discipline, and the ability to build and scale operations from the ground up.2. KEY RESPONSIBILITIESSales Strategy & Execution
  • Develop and execute annual and quarterly sales plans for both NAF and QDT product portfolios, aligned with company-wide strategic priorities set by the CEO.
  • Own revenue and contribution margin targets across all channels (MT, GT, e-commerce, industrial/B2B).
  • Build and manage the sales pipeline with accurate demand forecasting to ensure alignment between sales commitments and production capacity.
  • Identify and prioritize high-margin product categories (butter, cheese, fresh milk, UHT) and phase out or optimize low-margin trading lines.
Channel Development
  • Build and strengthen Modern Trade (MT) relationships with key retailers (e.g., WinMart, Big C/Go!, Lotte, AEON, Bách Hóa Xanh).
  • Develop General Trade (GT) coverage strategy including route-to-market design, distributor selection, and territory management.
  • Explore and develop the industrial/B2B channel for bulk ingredients (condensed milk, sugar syrup, shortening) with strict financial discipline: prepayment or short payment terms, floor contribution margin, capped working capital allocation.
  • Support export channel development in coordination with the CEO and QDT operations team.
Team Leadership
  • Recruit, train, and manage the sales team across MT and GT functions. Current team size is approximately 30–40 people post-restructuring.
  • Establish clear KPIs, performance review cadence, and accountability structures for all sales staff.
  • Mentor and develop team leads to reduce single-point-of-failure dependency on the Commercial Director role.
Commercial Operations & Discipline
  • Implement and maintain demand forecasting processes that directly feed into production planning. Forecasting accuracy is a critical KPI.
  • Monitor and manage accounts receivable; enforce collection discipline to protect working capital.
  • Provide weekly sales reports and monthly business reviews to the CEO with clear variance analysis against targets.
  • Collaborate with Finance on pricing, trade promotion ROI, and channel-level P&L analysis.
Market Intelligence
  • Track competitor activity, pricing movements, and market trends in dairy, processed foods, and seafood snacks.
  • Provide market feedback to the CEO to inform product development, pricing strategy, and portfolio decisions.
Requirements3. REQUIREMENTSMust-Have
  • Minimum 8–10 years in FMCG sales, with at least 3 years at Area Sales Manager (ASM) level or above.
  • Proven track record in Modern Trade key account management with national retailers in Vietnam.
  • Direct experience with dairy, food & beverage, or related FMCG categories.
  • Demonstrated ability to build and manage sales teams of 20+ people.
  • Strong demand forecasting and sales operations discipline. Must understand the link between sales forecasts and production planning.
  • Comfortable operating in a lean, entrepreneurial environment – this is not a corporate role with established systems. Candidate must be willing to build processes from scratch.
  • Fluent Vietnamese. Conversational English is a plus but not required.
Nice-to-Have
  • Experience at multinational FMCG distributors (DKSH, Diethelm Keller, Lotte, etc.) or major Vietnamese FMCG companies (Masan, Vinamilk, Nutifood).
  • GT distribution network experience, especially in Northern Vietnam.
  • Experience in a turnaround or restructuring environment.
  • Familiarity with import/distribution business models and working capital management.
4. IDEAL CANDIDATE PROFILEA strong ASM or Deputy Sales Director from a reputable FMCG company who is ready for their first full Director seat. Hungry to prove themselves, pragmatic rather than political, and comfortable with ambiguity. They should be a doer who can sell alongside the team when needed, not a boardroom strategist who delegates everything. They must accept that this is a build-phase role: processes are being established, the team is being rebuilt, and the company is in active turnaround.5. COMPENSATIONCompetitive base salary commensurate with experience. Performance-based bonus tied to revenue targets, contribution margin, and forecasting accuracy KPIs. Details to be discussed during the interview process.

Aloha Consulting Group