Company overview

Sam Seng Pte Ltd, established 1969, is a trusted Singapore wholesaler of dry goods and food products with 56 years of heritage and a portfolio of 800+ SKUs. We serve major F&B chains, modern trade, heartland retailers, charitable organisations and HORECA partners. We are modernising our brand and systems and are looking for a results-driven Sales Manager to accelerate growth.

Role purpose

The Sales Manager is responsible for driving B2B and B2C sales growth across Sam Seng’s product portfolio, managing key accounts and channel partners, building and coaching the sales team, and working cross-functionally with operations and marketing to deliver outstanding customer service and margin performance.

Key responsibilities

• Deliver sales revenue and margin targets for assigned channels (F&B chains, modern trade, HORECA, heartland outlets and institutional accounts).
• Develop and execute territory and account plans to acquire new customers and expand existing accounts.
• Manage and grow relationships with key accounts and distribution partners; act as primary escalation point for commercial issues.
• Lead, coach and develop the sales team; set targets, run sales meetings and performance reviews.
• Forecast monthly/quarterly sales and provide accurate pipeline reporting to management.
• Negotiate commercial terms, pricing, promotional agreements and long-term supply arrangements.
• Coordinate with operations/warehouse/finance to ensure on-time delivery, order accuracy and efficient credit management.
• Work with marketing to plan promotions, new product launches and trade activations; provide market feedback on product performance and assortment.
• Use and maintain CRM/ERP records (contacts, pipeline, orders, customer notes).
• Monitor competitor activity and market trends; propose strategic responses.
• Represent the company at trade shows and industry events.

Key performance indicators (KPIs)

• Achievement of monthly / quarterly / annual sales revenue targets.
• Gross margin / contribution % vs target.
• New accounts signed / % of revenue from new customers.
• Customer retention rate and on-time order fulfilment.
• Sales team attainment vs targets and employee turnover.
• Accuracy of sales forecasts (variance to actual).
• Receivables days / collection performance (in conjunction with finance).

Required qualifications & experience

• Minimum 5–8 years’ B2B sales experience in FMCG / foodservice / wholesale distribution, with at least 2 years in a people-management role.
• Proven track record selling to F&B chains, modern trade, HORECA or institutional buyers in Singapore / APAC.
• Strong account management, negotiation and contract-closing skills.
• Experience using CRM/ERP systems and MS Office (Excel proficiency required).
• Results-oriented, excellent communication and stakeholder-management skills.
• Valid Singapore work eligibility. (Singapore-based role; travel within Singapore required.)

Preferred

• Experience working with suppliers and logistics partners.
• Familiarity with e-commerce / B2B ordering platforms and trade promotions.
• Fluency in English and conversational Mandarin; other languages including local dialects a plus.

Core competencies & behaviours

• Commercial acumen and strong numerical sense.
• Customer-first mindset and problem-solving orientation.
• Leadership and coaching capability — able to motivate a small sales team.
• High integrity, professional and solution-oriented.
• Comfortable working in a business undergoing digital/operational transformation.

Working conditions & travel

• Office-based with frequent customer visits across Singapore;

Compensation & benefits (sample / to be finalised)

• Competitive base salary (market-competitive) + performance-based commission/bonus.
• Statutory employer contributions and standard benefits: annual leave, training and development.