National Sales Manager

Our Client

Our client is a Singapore-based multinational food and beverage company specializing in the production and distribution of instant beverages, particularly coffee mixes and non-dairy creamers. With a strong presence across Asia, Eastern Europe, and other emerging markets, the company focuses on delivering affordable, mass-market products while continuously optimizing cost efficiency and product formulations. Its operations are supported by manufacturing facilities, including in Malaysia, and it actively competes with Chinese producers by exploring innovations in ingredients and production processes to maintain competitiveness in pricing and quality.

The Role

The National Sales Manager (Malaysia) will effectively act as the Country Head for Sales & Marketing, with full responsibility for developing the Malaysian commercial business.

Based in/around Port Klang, the role will have significant autonomy and will focus primarily on modern trade, building relationships with key retail accounts, driving revenue and profitability, and establishing the local sales team.

This is a hands-on, entrepreneurial role for someone who can build a business rather than simply manage an established sales organisation.

Responsibilities

• Own and drive the sales and marketing strategy for Malaysia, with a strong focus on modern trade.
• Develop and manage relationships with major supermarket, convenience and retail accounts.
• Leverage an existing network of key buyers and decision-makers across the Malaysian market.
• Manage revenue, profitability, pricing, promotions and marketing spend with a strong P&L mindset.
• Identify opportunities to expand market coverage, products and customer channels.
• Develop sales forecasts and work closely with the manufacturing team to ensure appropriate production, raw materials and supply.
• Build and lead the Malaysian sales organisation, including hiring and developing junior account managers as the business grows.
• Monitor performance and provide regular business updates to senior management.

Requirements

• 10-15 years of FMCG sales experience, with flexibility for exceptional candidates outside this range.
• Strong background in food & beverage FMCG is essential.
• Experience with ambient/dried packaged food such as coffee, tea, snacks, biscuits or similar products is highly preferred.
• At least 2 years of genuine senior-level sales leadership experience, ideally 3-5+ years.
• Previous experience as a Head of Sales, National Sales Manager, Sales Director or equivalent is highly preferred.
• Strong existing network and relationships with modern trade/key retail accounts in Malaysia.
• Demonstrated understanding of pricing, promotions, revenue and profitability, ideally with P&L ownership.
• Commercially sharp, creative, self-motivated and comfortable working with significant autonomy.
• Strong communication and presentation skills, with the confidence to engage senior-level customers independently.
• Fluent English is mandatory; Malay is a plus.
• Must be a Malaysian national / already authorised to work in Malaysia.
• Willingness to travel extensively across Malaysia based on business needs.

Benefits

• Opportunity to build the Malaysian sales and distribution business from the ground up.
• High level of autonomy and flexibility in managing customers, travel and commercial activities.
• Direct exposure to and collaboration with senior regional leadership.
• Opportunity to build and lead the future Malaysian sales team.
• Significant ownership across sales, marketing, revenue and profitability, rather than a narrow account-management remit.
• Competitive, market-based compensation with a performance-driven bonus scheme.
• Flexible working arrangement rather than a traditional 9-to-6 office-based sales role.