Our client, a leading premium spirits company, is seeking a Senior Channel Manager – Retail & HORECA to drive commercial growth and strengthen brand presence across Singapore. Reporting to the Country Manager, this role will be responsible for developing and executing channel strategies, managing key business partnerships, and delivering best-in-class brand activations across the HORECA and retail landscape.

Responsibilities

Develop and execute the HORECA and Retail channel strategy, communicating a clear vision and roadmap to achieve business objectives.
Lead annual business planning, quarterly forecasts, and sales strategies to deliver revenue, volume, profitability, and market share targets.
Drive gross-to-net revenue optimization through effective allocation management, channel mix optimization, and trade investment strategies.
Collaborate with importers and wholesalers to align product allocations, distribution targets, and order fulfilment.
Expand brand distribution and visibility through strategic account acquisition and execution excellence across priority outlets.
Identify and penetrate new business opportunities by continuously evaluating the addressable outlet universe and quality of distribution.
Partner with Marketing and other internal stakeholders to deliver impactful consumer activations and elevate brand equity.
Ensure compliance with governance processes for trade investments, contracts, and budget management in accordance with company guidelines.
Lead, coach, and develop a high-performing HORECA and Retail team to achieve commercial and brand objectives.
Build and maintain strong relationships with key business partners and strategic accounts to support long-term growth.
Negotiate commercial agreements to maximise return on investment and optimise trade spending.
Leverage sales reporting tools and business analytics to monitor performance, identify trends, and generate actionable insights.

Requirements

Minimum 10 years of experience in B2B sales leadership or national key account management within premium consumer goods, wine and spirits, F&B, or hospitality industries.
At least 6 years of people management and stakeholder management experience.
Strong understanding of the HORECA and retail landscape within Singapore's wine and spirits industry.
Appreciation for the luxury and prestige consumer goods market and the nightlife ecosystem.
Demonstrated success in commercial strategy development, negotiation, and customer relationship management.
Strong analytical, numerical, and business planning capabilities.
Excellent leadership, coaching, and stakeholder management skills.
Proficiency in MS Office applications; experience with Salesforce and Power BI is advantageous.
Fluent in written and spoken English; proficiency in Mandarin and local dialects is preferred.

To Apply

Please submit your resume (in MS Word format) to Warren at [HIDDEN TEXT], quoting the job title and reference number WA26069.

Due to the high volume of applicants for this role, we regret that only shortlisted candidates will be notified.

(License No: 21S0597; Registration No: R1876586)

HORECA & Retail Sales Manager