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Head of General Trade, Malaysia & Brunei

Requisition ID:  11628

Who We Are

Suntory Beverage & Food strives to be the most locally beloved beverage company in every market we serve. Guided by our founding principles of "Growing for Good," "Yatte Minahare" (the spirit of bold ambition), and "Giving Back to Society", we pursue sustainable growth, bold innovation, and meaningful social impact. Across the Asia Pacific region, we proudly offer trusted brands including Ribena®, Lucozade Sport™, BRAND'S® Essence of Chicken, Tea+, BOSS Coffee, V Energy - delivering quality products that honor our commitment to harmony with people and nature.

At Suntory Malaysia, we are proud to be part of the global Suntory Group, a Japanese multinational renowned for its unwavering commitment to health, wellness, and enriching lives. With a legacy deeply rooted in innovation and natural science, we deliver high-quality health enrichment and functional beverages tailored to the needs of Malaysian consumers.

Guided by our mission to “Inspire the Brilliance of Life”, we blend cutting-edge research with a profound respect for nature to support holistic well-being — from the inside out.

We are the proud brand owner of several iconic products with strong cultural heritage and consumer trust:

  • Ribena – the beloved blackcurrant drink rich in Vitamin C.
  • BRAND’S® – a trusted name in health supplements, including the renowned BRAND’S® Essence of Chicken.
  • C.C. Lemon – a refreshing lemon-flavored drink packed with Vitamin C, offering a zesty boost for your daily wellness.

About your role

As Head of General Trade (GT), you will lead the strategy, performance, and transformation of the General Trade channel across Malaysia. Reporting to the Sales Director, you will be accountable for driving sustainable sales growth, optimizing route‑to‑market effectiveness, and maximizing trade investment returns through strong distributor and team leadership.

This role plays a critical part in translating category and brand strategies into winning GT execution, ensuring strong availability, visibility, and commercial excellence at the outlet level while building a high‑performance sales organization.

Role Type: People Manager
Reporting Line Manager: Sales Director, Malaysia
Direct Subordinate: Regional Sales Manager x 4 + DMS & Sales Reporting Assistant Manager x 1
GT team: 14 (Area Sales Manager + Key Account Manager)


Compensation and Benefits:

    • 17 days Annual Leave
    • 16% Employer EPF contribution
    • Medical and insurance coverage (covered direct family members)
    • Optical and dental coverage

What You'll Do

Commercial & Growth Leadership

  • Own and deliver GT sales targets, profit objectives, and AOP plans across Preferred Distributors, Local Key Accounts, and Supermarkets
  • Develop and execute GT channel strategy, including distribution expansion, promotional planning, and outlet penetration
  • Lead annual GT business planning, budgeting, and forecasting, ensuring high forecast accuracy and healthy inventory levels
  • Optimize trade spend, rebates, and promotional ROI, ensuring disciplined investment and value creation

Route to Market & Execution Excellence

  • Drive best‑in‑class route‑to‑market effectiveness, including active outlet count, strike rates, call productivity, and execution standards
  • Partner closely with the RTM team to improve coverage, efficiency, and frontline execution
  • Ensure strong visibility, display execution, and activation aligned with brand plans across GT outlets
  • Conduct regular trade visits, distributor engagements, and customer business reviews

Data, Insights & Cross‑Functional Collaboration

  • Leverage external and internal data (e.g. Nielsen, Kantar, shopper insights) to shape GT strategies and commercial decisions
  • Work closely with Supply Chain, Demand Planning, Finance, Trade Marketing, and Distributors to ensure end‑to‑end execution alignment
  • Lead monthly and half‑yearly performance reviews with distributors and key stakeholders

People & Capability Leadership

  • Lead, coach, and develop the GT sales team and distributor sales forces
  • Build a high‑performance culture focused on accountability, ownership, and continuous improvement
  • Strengthen succession pipelines, talent capability, and team morale

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What's in it for you

A senior leadership role with full ownership of the GT channel, contributing significantly to business resultsOpportunity to shape GT transformation, route‑to‑market effectiveness, and execution standardsHigh exposure to senior leadership and cross‑functional stakeholdersPlatform to build and develop sales talent while strengthening distributor partnershipsCompetitive reward package aligned with leadership accountability and performance impact

What You need to be successful

 

  • 5–8+ years of FMCG sales experience, with strong, hands‑on exposure in General Trade
  • Proven track record of delivering sales growth, managing distributors, and leading teams
  • Strong commercial acumen with experience in trade spend management, promotions, and ROI optimization
  • Solid understanding of route‑to‑market, distributor economics, and GT execution dynamics
  • Ability to analyze data and translate insights into clear commercial actions
  • Strong leadership presence with resilience, influence, and a collaborative mindset
  • Business‑oriented, structured, and able to operate effectively in a fast‑moving environment

Our DEI Commitment

At Suntory, we recognize that diverse knowledge, perspectives, and backgrounds contribute to our collective success. We are committed to fostering a diverse, equitable, and inclusive workplace where all individuals can bring their whole selves to work every day, regardless of race, color, religion, gender identity or expression, sexual orientation, age, or any other protected characteristic.

 

Our recruitment and selection processes are designed to highlight what Suntory offers as an employer while allowing candidates to share their unique skills and experiences. We understand that career trajectories vary, and if you believe your experience/background can benefit our team, we encourage you to apply. We endeavor to make our interview process as inclusive as possible and offer reasonable accommodations as needed. Together, we can cultivate a workplace where everyone can thrive and propel our mission of Growing for Good.

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