Sales Manager (WHS & OFFT)

JOB SUMMARY

Reporting to the Head of Sales, the Sales Manager Wholesalers & OFT, will be responsible for leading the Wholesalers & Off-trade Team to drive achievements of the team's quantitative and qualitative objectives.

He / she is responsible for continuing to drive the on-going transformation of the ways of working and management of all PRS Wholesalers, as well as designing and implementing the Off-Trade channel strategy. The main objective of the role is to enhance PRS brands presence on the ground, grow PRS revenues and market shares and capture new business opportunities across the whole PR portfolio and in all categories relevant for PR.

Covering both On-Trade and OFT channels, he / she will have direct oversight over all Off-Premises channels including Modern Off-Trade Key Accounts (MOFT), Premium Off-Trade (POFT) & E-Commerce (ECM) segments. He / she will also have strong impact in the development of our business in the On-Premises channels through better partnering with Wholesalers and with the On-Trade sales team.

Main responsibilities of the role include driving the planning of sales and promotional activities in liaison with key stakeholders of PRS S&OP (Sales & Operations Planning) and S&M (Sales & Marketing) cycles, guiding and coaching 2 direct reports as well as strong liaison with the On-trade and Marketing teams to bring to life designed plans. He / she will also be directly responsible for the management of PRS Top Wholesalers.

KEY ACCOUNTABILITIES

• Drive P&L objectives achievement (Volume, Net Sales, Gross Margin) with strategic management of commercial enablers:
• Shape the implementation of A&D (Allowances & Discounts), Trade A&P (Advertising & Promotion) budgets and Pricing Policy through strong collaboration with FP&A, Trade Marketing and Commercial Excellence teams.
• Improve Ways of Working and build strong relationships with customers, understand their needs, address any concerns or issues, while aligning their efforts with the company's overall commercial objectives
• Build PRS as the preferred partner in key strategic accounts through active stakeholders engagement and building joint business plans
• Drive maximum business impact and improve ROI through strategic negotiation and data analytics

• Design and implement Channel Growth strategies and implementation plans to drive distribution and rotations at scale for all PR brands in line with the company's strategy:
• Develop and implement commercial and trade marketing plans and activities calendar in accordance to brand and channel strategies, at sub-channel level and with respective key accounts identified for the Off-Premises channel and with key Wholesalers identified to achieve both quantitative (volume, profitability & market shares) and qualitative KPIs (presence, visibility, activation & consumer engagement)
• Design and execute Portfolio PVA strategy by sub-segment across the Off-Premises channel, in accordance with brand and company strategy
• Prospect new accounts in POFT, accelerate the growth of Prestige+ portfolio and actively drive new business growth across the channels linked to priority battleground of PRS
• Design and roll-out product-portfolio-wide programs to capture current and new business opportunities during key festive moments of liquor consumption in the year in collaboration with Wholesalers and relevant customers: 7-Moon, F1, Deepavali, Xmas, CNY, V-day, National Day, etc.
• Plan tactical trade promotions & trade incentives, set PVA targets to Wholesalers and to Off-trade across the different sub-channels
• Key point of liaison internally for all departments especially Marketing on the roll-out of brand activities for Off-Trade channel and Wholesalers

• Lead internal business planning and analysis for the Wholesale and OFT channels:
• Commercial lead in key internal alignment processes of S&OP (Sales & Operations Planning) and S&MP (Sales & Marketing Planning) responsible for developing and sharing monthly forecasts and channel plans by working closely with On-Trade Channel Leads
• Monthly channel activity reporting to capture key information from the ground (PR and competitor brands activities, pricing movement, etc.)
• Customers & Channels performance analysis: sell-in, sell-through, trade inventory, distribution/rotations evolution, promotional & pricing levers effectiveness

• Lead continuous improvement in Ways of Working, Commercial Policy and RTM Effectiveness
• Lead Wholesaler RTM optimization initiatives: trade terms optimization, continuous review and improvement in wholesalers management policy, regular review of distribution partners to ensure business growth for PR
• Improve Ways of Working in the design, implementation and tracking of execution of Joint Business Plans with Top Wholesalers and Key Accounts: regular formal meetings with Top Wholesalers, improve the usage of data (improve monthly collection of trade inventory, market intelligence including competition / GMA, improve usage of Easy24), improve education and affinity of wholesalers staff to PRS brands
• Review existing route-to-market strategy to optimize and re-boost our business and profitability in Off-Trade

• Effectively manage, guide and coach a team of 2 direct reports
• Team: 1 Key Account Development Partner, 1 Business Development Partner
• Weekly 1-1 review with each direct report and visitation plans enforcement

JOB REQUIREMENTS

Education & Experience

• Degree holder with formal business qualifications or equivalent
• Minimum 10 years of distributors / wholesalers management and experience in key account management experience in FMCG Off-Trade sales, with direct management of Modern OFT accounts such as NTUC FairPrice, DFI and / or Sheng Siong
• Experience in E-Commerce and / or Premium Off-Trade (Specialty Liquor Stores) is a plus
• Proven successful negotiations and strong knowledge of commercial terms
• Excellent planning, project management, and presentation skills
• Experience in people management is a must
• Excellent command of spoken and written English
• Proficient in Microsoft Office

Functional & Leadership Competencies

• Excellent critical thinking, strategic mindset, and analytical skills
• Rational mind using data to design implementation of strategies and evaluate results
• Organized and strong results orientation
• Entrepreneurial mindset, proactive and hands-on, able to translate strategy into concrete actions
• Able to understand complex situations and problem-solving mindset
• Energetic and outgoing personality who enjoys socializing
• Able to build effective relationship with customers from various cultural backgrounds
• A team player with excellent interpersonal and communication skills
• Driven self-starter with a positive attitude and eager to learn
• Ability to multi-task and work independently in a fast-paced environment
• Digital savvy in a business context