Area Sales Manager - Food Solutions

• 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