Role purpose
Own and grow sales with key modern trade and baby and mother specialty retailers (e.g. NTUC FairPrice, Cold Storage, Watsons, Guardian, Mothercare), ensuring strong distribution, visibility, and sustainable profitability for baby food categories (breast pump, porridge, snacks, wet wipes).
Identify, open, and scale new sales channels beyond traditional retail to drive incremental growth for baby food and snacks.
Key Responsibilities
- Manage end-to-end relationships with assigned key accounts (modern trade, pharmacy, specialty baby stores)
- Develop annual joint business plans (JBP) including sales targets, promotions, listings, and activations
- Negotiate pricing, trade terms, promotions, listing fees, and shelf space
- Drive distribution expansion for new launches (e.g. puffs, rusks, yogurt melts)
- Plan and execute in-store promotions, sampling, and seasonal campaigns
- Monitor sell-in / sell-out, stock levels, and forecast demand accurately
- Work closely with marketing, supply chain, and regulatory teams
- Track competitor activities, pricing, and category trends
- Ensure compliance with local regulations (e.g. infant food marketing restrictions)
- Expand to new channels
- Hospitals, maternity clinics, confinement centres
- Childcare centres & early learning institutions
- Corporate gifting / wellness programs
KPIs
- Net sales & volume vs target
- Distribution (numeric & weighted)
- Promotion effectiveness & ROI
- Gross margin by account
- New channel revenue contribution
- Number of active new accounts / partnerships
Requirements
- 5-8 years of FMCG sales experience, baby food / nutrition strongly preferred
- Proven experience managing major retail chains
- Strong negotiation and analytical skills
- Comfortable with trade spend management
- Experience working in baby products categories is a plus
