Sales Manager – Australia Market

The Sales Manager - Australia Market will own the end-to-end commercial execution for Singapore Hawker Haven's frozen and ready-to-eat (RTE) product portfolio across Australia.

While prior experience is not required, the role demands a high-performing, self-driven individual with a strong positive attitude, an appetite to learn quickly, and the resilience to build a market from the ground up. Frequent travel to Australia - and potential relocation depending on business requirements - is expected to ensure strong on-the-ground execution.

A. Market Entry & Business Development

- Support the development and execution of go-to-market strategies across priority states such as VIC, NSW, and QLD.

- Build, manage, and convert a sales pipeline from prospecting → sampling → listing → expansion.

- Collaborate with Marketing to activate the brand through sampling initiatives, promotions, and targeted campaigns that drive product trial and repeat consumption.

B. Channel Expansion & Key Account Management

- Expand and manage core commercial channels including:

- Asian grocery and mainstream supermarkets

- Frozen food distributors and import partners

- Foodservice and HORECA accounts (restaurants, cafés, caterers, cloud kitchens)

- Relevant e-commerce and marketplace platforms

- Identify, onboard, and manage distributors, importers, and strategic retail partners.

- Support negotiations on commercial terms including margins, rebates, promotions, MOQs, and credit structures.

- Ensure operational excellence across forecasting, replenishment, order flow, and in-market execution.

C. Sales Planning, Forecasting & P&L Execution

- Deliver against monthly, quarterly, and annual sales and distribution KPIs for the Australia business.

- Develop accurate sales forecasts by SKU and channel, coordinating closely with production and logistics teams.

- Manage trade spend effectively to maximise ROI and maintain healthy margins.

- Track performance and recommend adjustments to pricing, product assortment, and promotional plans to optimise growth.

- Strong understanding of Singapore's hawker food and a hunger to bring it overseas for everyone to enjoy.

- Strong positive attitude, resilience, and willingness to roll up sleeves in a fast-moving, high-growth environment.

- High learning agility and strong initiative, suitable for an entrepreneurial, market-building role.

- Strong communication and relationship management abilities.

- Analytical mindset with comfort working with numbers, sales data, pricing, and margin metrics.

- Familiarity with Australian retail or foodservice dynamics is a plus but not required.