Regional Sales/ Team Lead

The Opportunity
We are partnering with a leading multinational FMCG organisation to appoint a Regional Team Lead, Indirect Trade, based in Penang.

This is a senior commercial leadership role responsible for driving distributor and customer development performance across Kedah, Perak and Malacca. The successful candidate will lead a team of three Key Account Managers, strengthen distributor partnerships, and drive sales, distribution, profitability, and market share across the assigned territories.

The role offers significant ownership of the region's commercial performance and requires a strong combination of distributor management, General Trade expertise, people leadership and strategic customer development.

About the Company
Our client is a globally recognised FMCG organisation with an established portfolio of market-leading consumer brands. With a strong presence across international markets, the organisation continues to invest in its commercial capabilities, people development and route-to-market excellence.
 
Key Responsibilities
Commercial & Distributor Leadership

• Lead the commercial strategy and performance of distributor partners across Kedah, Perak and Malacca.
• Drive sales, volume, distribution, profitability and market share objectives across the assigned territories.
• Develop strategic distributor and customer plans to strengthen route-to-market effectiveness and identify new growth opportunities.
• Build strong relationships with distributor leadership and key customers to drive sustainable, mutually beneficial partnerships.
• Lead complex commercial negotiations and resolve channel challenges effectively.

Customer Development & Market Execution

• Drive strong General Trade execution across distribution, assortment, pricing, placement and in-store visibility.
• Monitor customer, category, competitor and market developments to identify opportunities and potential business risks.
• Translate market and customer insights into actionable commercial strategies.
• Ensure distributor and customer activities are aligned with broader customer development and business priorities.

Team Leadership & Capability Development

• Lead, coach and develop three Key Account Managers, providing clear direction and accountability against commercial objectives.
• Establish individual and team KPIs and regularly review performance against agreed targets.
• Provide ongoing coaching, feedback and development to strengthen commercial and customer management capabilities.
• Build a high-performance team culture focused on ownership, collaboration and execution excellence.
• Support individual development and succession planning across the team.

Strategic & Cross-Functional Collaboration

• Represent the region's commercial perspective in broader business planning and strategic discussions.
• Collaborate with internal stakeholders to ensure customer and market realities are incorporated into commercial plans.
• Provide senior leadership with clear market insights, performance updates and strategic recommendations.
• Ensure alignment between distributor priorities, customer requirements and organisational objectives.

 
Requirements

• Bachelor's Degree in Business, Marketing, Commerce or a related discipline.
• Minimum 10 years of commercial experience, with strong exposure to distributor management, customer development, sales or General Trade within FMCG.
• Proven understanding of Malaysia's General Trade and distributor landscape, ideally with exposure to Northern and/or West Malaysia markets.
• Strong experience managing distributor relationships and driving commercial performance across multiple territories.
• Demonstrated people leadership experience, with the ability to coach and develop Key Account or Customer Development teams.
• Strong understanding of route-to-market strategy, retail execution and customer development.
• Excellent commercial acumen with the ability to translate market insights into actionable growth strategies.
• Strong negotiation and influencing capabilities, including experience managing complex distributor and channel discussions.
• Excellent stakeholder management, communication and presentation skills.
• Results-oriented and comfortable operating independently across a geographically dispersed territory.
• This position will be based in Penang, with regular travel across the assigned markets as required.

What's on Offer

• Senior commercial leadership opportunity within a leading multinational FMCG organisation.
• Ownership of key distributor markets across Kedah, Perak and Malacca.
• Opportunity to lead and develop a team of Key Account Managers.
• Strong exposure to distributor strategy, General Trade and route-to-market development.
• Competitive remuneration package with long-term career development opportunities.

JC
Reg. No. R23116145
BeathChapman Pte Ltd
Licence no. 16S8112