Distribution Sales Director, Power Systems Division (Non-Data Centre)

The Distribution Sales Director is responsible for leading the non-Data Center Power Systems distribution business across the Asia Pacific region, driving revenue growth, market expansion, distributor development and channel performance.

The role will develop and execute regional distribution strategies, manage key distributors and channel partners, identify new market opportunities and drive sales, pricing and margin performance. The role will work closely with Business Development, Key Account Management, Marketing, Operations, Finance and HQ to achieve business objectives.

Key Responsibilities

Regional Distribution Sales Strategy

• Develop and execute the regional sales strategy for the non-Data Center Power Systems business across APAC.
• Set sales targets, market priorities, channel strategies and growth plans by country and market segment.
• Identify opportunities to expand market coverage, product penetration and customer base.
• Develop annual sales plans and ensure alignment with overall Power Systems Division strategy.
• Lead and develop the regional distribution sales team, setting clear objectives, KPIs and performance expectations.
• Build sales capabilities in distributor management, commercial negotiation, market development and product knowledge.

Distributor and Channel Management

• Develop, manage and optimise the regional distributor and dealer network.
• Identify, evaluate, appoint and develop new distributors and channel partners.
• Establish clear distributor targets, territories, product focus and business development plans.
• Monitor distributor performance and drive corrective actions where required.
• Develop long-term strategic relationships with key distributors and channel partners.
• Ensure appropriate channel coverage and minimise channel conflicts.
• Strengthen distributor capabilities and productivity through regular business reviews, training and joint business development activities.

Sales and Revenue Management

• Lead regional sales activities to achieve revenue, volume and margin targets.
• Develop and manage the sales pipeline and sales forecast across assigned markets.
• Monitor order intake, backlog, revenue recognition and sales conversion.
• Drive sales growth through existing channels while developing new customers and markets.
• Work closely with Finance and HQ on revenue and margin reporting.

Pricing and Commercial Management

• Lead pricing strategy for the non-Data Center distribution business in coordination with management and HQ.
• Establish appropriate pricing structures for distributors, dealers and end customers.
• Monitor market pricing, competitor pricing, distributor margins and overall price positioning.
• Lead commercial negotiations with key distributors and customers.
• Protect gross margin while maintaining market competitiveness.

Market Expansion and Business Development

• Identify new markets, applications, customer segments and distribution opportunities.
• Develop market-entry strategies for priority countries and territories.
• Identify potential distributors and strategic channel partners in new markets.
• Work with Business Development and Marketing to develop market opportunities and customer acquisition strategies.
• Monitor market trends, customer requirements and competitive developments.

Product and Market Development

• Identify product opportunities and portfolio gaps based on market and customer requirements.
• Provide market feedback to HQ on product specifications, applications, pricing and competitive positioning.
• Support the introduction and commercialisation of new products in regional markets.
• Work with Application Engineering to ensure products and solutions are aligned with customer applications.

Key Customer and Stakeholder Management

• Build and maintain relationships with major distributors, dealers, OEMs, contractors, consultants and strategic customers.
• Engage key stakeholders to strengthen market presence and support major business opportunities.
• Support distributors in developing strategic end-user accounts and major projects.
• Resolve commercial and channel-related issues with key customers and partners.

Sales and Market Analytics

• Monitor market size, market share, sales performance, product mix, pricing and competitor activities.
• Analyse distributor performance and identify opportunities for improvement.
• Develop regional sales dashboards, forecasts and management reports.
• Provide data-driven recommendations to management and HQ on market development and commercial priorities.

Marketing and Channel Promotion

• Work closely with Marketing to develop regional channel marketing and promotional activities.
• Support distributors with product launches, technical seminars, exhibitions, customer events and sales campaigns.
• Ensure marketing activities are aligned with sales objectives and target markets.
• Evaluate the effectiveness of channel promotion activities and market investments.

Cross-Functional Coordination

• Work closely with Application Engineering, Project Management, Commissioning and Aftersales Service to support customer and distributor requirements.
• Coordinate with different functions on product, pricing, technical, commercial and market-related matters.
• Provide regular updates to management on regional sales performance, market developments, pipeline and risks.
• Ensure timely escalation and resolution of major commercial and customer issues.

Job Requirements

• Bachelor's degree in Business, Engineering, Marketing or a related discipline.
• Minimum 10–15 years of relevant experience in sales, distribution, channel management or business development within the power systems, generator, engine, energy, industrial equipment or related industries.
• Proven experience managing regional distributor/dealer networks across APAC.
• Strong understanding of distribution models, channel management, pricing and commercial negotiations.
• Established network of distributors, dealers, OEMs, contractors or industrial customers is preferred.
• Strong commercial and analytical capabilities, with experience managing revenue and gross margin.
• Strong understanding of market development and competitive positioning.
• Excellent leadership, negotiation, communication and stakeholder management skills.
• Willingness to travel extensively across the APAC region.