Sales Manager (B2B – Thailand & Export)
About the Company
Our client is a growing food manufacturing and export company specializing in value-added bakery, confectionery, and food decoration solutions. Serving customers across Thailand and international markets, the company partners with food manufacturers, bakeries, HORECA operators, distributors, and QSR chains to deliver innovative products and customized solutions.
With a strong focus on quality, product development, and customer collaboration, the company is expanding its commercial footprint both domestically and internationally and is seeking an experienced Sales Manager to support the next phase of growth.
About the Role
This is an excellent opportunity for an ambitious and commercially driven sales professional who enjoys building business, developing customer relationships, and working in an entrepreneurial environment.
Reporting directly to the General Manager, you will lead business development activities across Thailand and selected export markets, managing both new customer acquisition and strategic account growth. As the company continues to expand, this role offers significant exposure to commercial decision-making and the opportunity to play a key role in shaping future sales growth.
The successful candidate will be comfortable operating independently, managing the full sales cycle from prospecting through to commercial execution, while collaborating closely with product development, operations, and supply chain teams.
Key Responsibilities:
Business Development & Sales Growth
- Develop and execute sales strategies to achieve revenue, gross margin, and growth objectives across Thailand and export markets.
- Identify, prospect, and secure new business opportunities within HORECA, industrial bakery, food manufacturing, QSR, and distributor channels.
- Build and manage a robust sales pipeline and actively convert opportunities into sustainable business.
- Expand market penetration through both direct sales and distributor partnerships.
Key Account Management
- Develop and maintain strong relationships with key customers and decision-makers.
- Drive account growth through cross-selling, upselling, and customized product solutions.
- Ensure high levels of customer satisfaction, retention, and long-term partnership development.
- Act as the primary commercial contact for strategic accounts.
Export Sales & Channel Development
- Develop export opportunities across Asia and the Middle East.
- Identify and appoint new distributors, agents, and channel partners where appropriate.
- Manage distributor performance and support regional market development initiatives.
- Participate in international trade exhibitions, customer visits, and business development activities as required.
Commercial Management
- Lead pricing discussions, contract negotiations, and commercial agreements.
- Monitor profitability, pricing structures, and margin performance across customer segments.
- Prepare sales forecasts, budgets, and pipeline reports.
- Ensure disciplined CRM management and sales reporting.
Cross-Functional Collaboration
- Work closely with product development, production, and quality teams to develop customer-specific solutions and new product opportunities.
- Coordinate with supply chain and operations teams to ensure alignment on specifications, lead times, inventory availability, and customer requirements.
- Support new product launches and commercialization projects.
Market Intelligence
- Monitor industry trends, competitor activities, customer developments, and emerging market opportunities.
- Provide market insights and recommendations to support business strategy and product innovation.
- Identify opportunities for portfolio expansion and new market entry.
Key Performance Indicators (KPIs)
- Achievement of sales revenue and gross margin targets.
- New customer acquisition and business development results.
- Growth and retention of strategic accounts.
- Pipeline value, opportunity conversion rate, and forecast accuracy.
- Export market development and distributor performance.
- CRM utilization and reporting discipline.
- Customer satisfaction and account retention.
Requirements:
- Bachelor's Degree in Business Administration, Marketing, Food Science, Food Technology, or a related field.
- Minimum 5–8 years of B2B sales experience within food ingredients, bakery ingredients, confectionery, food manufacturing, or related industries.
- Proven success in business development and key account management.
- Experience selling to HORECA, industrial bakery, food manufacturers, QSR chains, or distributors.
- Export sales experience within Asia and/or the Middle East is highly desirable.
- Fluent Thai language skills.
- Good command of spoken and written English.
- Strong understanding of bakery, pastry, confectionery, chocolate, and food decoration applications.
- Ability to sell both standard products and customized customer solutions.
- Excellent negotiation, influencing, and relationship management skills.
- Strong commercial acumen with understanding of pricing, profitability, and margin management.
- Entrepreneurial mindset with the ability to operate independently and take ownership of results.
- Hands-on, proactive, and comfortable balancing field sales activities with internal project coordination.
- Strong presentation and communication skills.
- Familiarity with CRM and ERP systems.
- Willingness to travel domestically and internationally.
