Area Sales Manager, Food Services

General Information

Date Published

23-Jun-2025

Advertising Ends

07-Jul-2025

ID#

11359

Role Type

Sales

Work Type

Permanent Full-Time

Workplace Type

On-site

Country

Vietnam

Location

Vietnam

Position Description

Proven B2B Sales Experience in a multinational company selling industrial or food products, ideally within the foodservice channel.
Demonstrated success in distributor, sales force, and customer management, with a preference for experience in dairy product sales.
Analytical & Execution Excellence

Role purpose

The Vietnam Foodservice business is a strategic growth pillar for Fonterra Brands, with ambitious targets to achieve double-digit growth in both volume and EBIT annually. This role is critical in driving revenue and profitability through the execution of our Route-to-Market (RTM) strategy, distributor development, and customer engagement.

Key Accountabilities

Commercial Planning – Area Level

Develop and implement RTM strategies tailored to assigned areas, ensuring alignment with AFP Foodservice objectives.
Set KPIs for the sales team and deploy strategies and tactics to meet business growth targets (topline and bottom line).

Financial & RTM Execution

Deliver budgeted volume (tons), value (NSR), and profitability (GM, EBIT) through both secondary and primary sales.
Conduct strategic pricing to manage volatility and drive profitable growth.
Optimize trade spend (Gross to Net) and ensure efficient resource allocation.
Expand market reach through effective RTM execution, increasing both geographic coverage and share of wallet in the dairy category.
Lead execution of RTM strategies, channel plans, and customer activation initiatives to maximize profitability.

Distributor Management

Lead Joint Business Plan (JBP) execution with distributors in line with strategic goals.
Continuously evaluate distributor performance and implement corrective actions where needed.
Set and monitor sales and distribution targets in collaboration with Trade Marketing.
Oversee daily distributor operations, including inventory, collections, customer service, warehousing, and systems.
Establish operational and service guidelines for distributors and wholesalers.
Conduct regular distribution audits and follow up on improvement actions.

Sales Operations & Integrated Business Planning (IBP)

Own bottom-up sales forecasting from both internal teams and distributor representatives.
Ensure forecast accuracy using standardized templates and meet FS division KPIs.
Deliver IBP KPIs, conduct root cause analysis, and communicate insights through pre-DR and DR processes.
Maintain a robust foodservice database with timely and accurate market intelligence.
Identify risks and opportunities to improve planning accuracy.

People Management & Capability Building

Allocate headcount and resources effectively across areas to maximize productivity.
Recruit, train, and coach the sales team on AFP’s solution-selling methodology and tools.
Spend significant time in the field providing hands-on coaching to ASEs, distributor CROs, and merchandisers.
Ensure daily sales routines are followed and sales discipline is maintained.
Motivate and develop the team through competency assessments and tailored development plans.

About You

Diploma or university degree in Business Management or Marketing
3–5 years of experience in a multinational company selling industrial and/or food products in a B2B environment (e.g., Bakery, Beverage, Dining). Experience in the foodservice sales channel preferred.
Demonstrated experience in distributor management, sales force management, and customer relationship management. At least 2 years of experience selling dairy products to foodservice customers preferred.
Strong business and commercial acumen
Detail-oriented with a focus on execution excellence
Effective leadership and coaching skills
Analytical thinking with the ability to interpret sales data and market trends
Strong customer focus and relationship-building capabilities
Proficient in sales and negotiation techniques
Adaptable to dynamic, fast-paced environments
Clear and effective verbal and written communication skills
Fluent in spoken and written Vietnamese and English
Proficient in Microsoft Office tools, especially Excel, PowerPoint, and Power BI
Preferred: Basic cooking and baking skills

Our Co-operative

Te Mātāpuna toa takitini

Fonterra’s strength is in the collective.

We are a Co-operative created and owned by Aotearoa New Zealand dairy farmers. Our rich history is built on farming families working together to share the natural goodness of our dairy with the world.

Collaboration, innovation, and passion was the cornerstone of our creation and something we continue to value today through our commitment to care for the land, our animals, and every drop of milk. Our milk creates goodness through nutritious food with safe, quality ingredients that are loved here in New Zealand and around the world.

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Fonterra Home Page

General Information

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