Regional Sales Manager, Central & North

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 the Regional Sales Manager for Central North Malaysia, you will be a key driver of sales excellence and strategic execution across all general trade channels. Reporting to the Head of General Trade, you’ll lead cross-functional collaboration to optimize distribution networks, enhance sales performance, and build strong partnerships with key stakeholders. This role is pivotal in shaping the success of our Central North region, which contributes 55% of our general trade sales.

What You'll Do

Sales Strategy & Execution

• Develop and implement strategic sales plans aligned with company goals for the Central North (West Malaysia) region.
• Collaborate with marketing, trade marketing, logistics, and finance teams to design effective Route-to-Market (RTM) strategies.
• Optimize distribution footprint and delivery efficiency across towns and cities.
• Manage channel partners across various segments including local supermarkets, GT provision, wholesalers, and CMH.

Distributor Management & DMS Mastery

• Act as the key liaison between distributors and internal teams to ensure seamless communication and execution.
• Provide training and support on Distributor Management System (DMS) usage across the organization.

Performance Monitoring & Data Analysis

• Track and analyze key sales metrics (volume, strike rates, outlet coverage, etc.) to identify improvement areas.
• Evaluate distributor performance and trade promotions to optimize ROI and future strategies.
• Ensure compliance with standardized selling tools and conduct periodic health checks.

Stakeholder Engagement

• Build strategic partnerships with retail stakeholders to enhance in-store presence and category growth.
• Conduct field visits to ensure merchandising standards and promotional compliance.

What's in it for you

• Leadership Impact: Drive strategic decisions and lead a high-performing team in a key region.
• Cross-Functional Exposure: Collaborate with diverse teams across marketing, logistics, and finance.
• Growth Opportunities: Be part of a dynamic organization with strong career development pathways.
• Market Influence: Shape the future of general trade in a region contributing over half of our GT sales.

What You need to be successful

Essential Qualifications & Experience

• Bachelor’s degree in Business or related discipline.
• Minimum 1–2 years of experience in the FMCG industry, specifically in General Trade.
• Strong leadership, commercial acumen, and interpersonal skills.
• Proven ability to manage salesforce effectiveness and route-to-market strategies.

Desirable Attributes

• Experience in the beverage or food products industry.
• Resilience, agility, and a positive attitude.
• Deep understanding of business dynamics and company direction.

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.