Regional Sales Manager

Market Development & Expansion, distributor management, account relationships, Sales Strategy, Sales Manager, sales, commercial execution

Regional Sales Manager Report to: VP Strategic Planning and International Expansion Location: Ho Chi Minh City, Vietnam

Drive market development and commercial execution across assigned countries, leading distributor management, key account relationships, and sales performance. Build and scale the business from market entry to sustainable growth, ensuring that sales, distribution, and execution align with Reed’s Asia strategy and global brand standards.

Key Accountabilities:

1.Distributor Management & Development

• Identify, appoint, and manage distributors to ensure strong in-market representation of Reed’s portfolio.

• Negotiate commercial terms, volume targets, and incentive schemes aligned with company objectives.

• Conduct quarterly performance reviews, ensuring distributors meet KPIs on sales, visibility, and coverage.

• Provide ongoing coaching and joint business planning to strengthen distributor capability.

2.Sales Strategy & Market Execution

• Develop country-level sales plans consistent with regional targets and channel strategies.

• Drive annual operating plans including pricing, trade spend allocation, and promotional calendars.

• Monitor daily, weekly, and monthly sell-in and sell-out performance; implement corrective actions where needed.

• Ensure consistent in-store execution, brand visibility, and compliance with trade marketing guidelines.

3.Market Development & Expansion (Zero-to-One Growth)

• Build market presence from the ground up in emerging or new-entry markets.

• Establish and grow partnerships with modern trade, HORECA, and e-commerce channels.

• Lead local go-to-market setup including logistics coordination, legal registration (as applicable), and distribution frameworks.

• Test and adapt business models for sustainable profitability in early-stage markets.

4.Key Account Management

• Lead relationships with high-value retailers, distributors, and key business partners.

• Develop annual joint business plans and coordinate trade promotions, activations, and category reviews.

• Negotiate listings, pricing, and trade terms to optimize market presence and profitability.

• Track sell-through performance and ensure customer satisfaction and contract compliance.

5.Sales Forecasting & Reporting

• Deliver accurate forecasts and regular sales performance updates to VP International Expansion and CEO Asia.

• Analyze market trends, channel dynamics, and competitive performance to identify growth opportunities.

• Maintain sales dashboards and CRM records for transparency and data-driven decision-making.

• Partner with Finance for budget tracking, receivables management, and profitability analysis.

6.People Leadership & Capability Building

• Build, train, and lead a high performing distributor salesforce.

• Establish a culture of accountability, performance, and continuous improvement.

• Coach sales talent to strengthen negotiation, execution, and relationship management capabilities.

• Champion Reed’s values and standards in all market interactions.

KPIs:

• Achievement of country-level sales revenue, volume, and market share targets

• Distributor performance (coverage, compliance, growth)

• Forecast accuracy and trade spend ROI

• Market penetration and new channel development

• Executional excellence (visibility, distribution, listing)

• Customer satisfaction and retention rates

Qualifications:

• Bachelor’s degree in Business, Marketing, or related field;
• 8–12 years of sales experience in FMCG or beverage, preferably with imported or international brands
• Proven experience in distributor management and key account leadership across multiple channels (Modern Trade, Traditional Trade, HORECA, E-commerce)
• Strong understanding of imported product go-to-market operations (registration, logistics, pricing, and compliance)
• Startup or market entry (“zero-to-one”) experience is a strong advantage — ability to build sales infrastructure from scratch
• Demonstrated ability to lead negotiations, manage cross-functional collaboration, and deliver against KPIs
• English Proficiency: The position requires the ability to communicate effectively in English (speaking and listening) on a daily basis to ensure smooth collaboration and workflow.

Leadership Competencies:

• Commercial Acumen & Negotiation Excellence
• Relationship Management & Partner Development
• Entrepreneurial Mindset & Growth Orientation
• Analytical Thinking & Problem Solving
• Execution Discipline & Accountability
• Cross-Functional Collaboration