Chinese-speaking Regional Sales Manager - East Java (FMCG - Perishable Goods)

The candidate required to work at Surabaya, Indonesia.

Client Overview

Our client is a rapidly growing FMCG company specializing in frozen and chilled consumer products, with a strong presence across Indonesia and the wider Southeast Asian market.

The company operates an integrated business covering food manufacturing, cold-chain distribution, distributor networks, and General Trade channels, supported by a growing portfolio of consumer products designed for different market segments.

With continued expansion across Indonesia, the organization is strengthening its regional commercial leadership team and seeking an experienced sales leader to accelerate market penetration, strengthen distributor performance, and build a high-performing sales organization across East Java.

Job Role

The Regional Sales Manager – East Java will lead regional sales strategy, distributor network development, and commercial execution across East Java.

This is a strategic and hands-on leadership position responsible for driving revenue growth, expanding distribution coverage, strengthening relationships with key distributors and trade partners, and improving sales execution across General Trade and traditional retail channels.

The role will lead and coach Area Sales Managers, Sales Executives, and distributor sales teams while working closely with Marketing, Supply Chain, Finance, and senior management. The ideal candidate is a highly target-oriented commercial leader with strong experience in FMCG, General Trade, traditional distribution, and regional market expansion, particularly within food, frozen, or chilled products.

Key Responsibilities

• Develop and execute regional sales strategies to achieve revenue, volume, distribution, and market share targets across East Java.
• Identify and develop new territories, distribution channels, and retail opportunities to expand regional market coverage.
• Establish, manage, and strengthen relationships with key distributors, sub-distributors, wholesalers, and strategic trade partners.
• Monitor distributor performance against sales targets, inventory turnover, distribution coverage, and commercial KPIs.
• Lead commercial negotiations with distributors and key customers, including pricing, trade terms, promotions, and business development opportunities.
• Lead, coach, and develop Area Sales Managers, Sales Executives, and distributor sales teams to build a disciplined and high-performing regional organization.
• Establish clear sales KPIs, call plans, field execution standards, and performance monitoring mechanisms.
• Conduct regular market visits and analyze competitor activity, consumer trends, pricing movements, distribution gaps, and market opportunities.
• Prepare regional sales forecasts, budgets, business plans, and performance reports for senior management.
• Work closely with Marketing, Supply Chain, Cold Chain Logistics, and Finance teams to ensure effective execution of regional sales plans.
• Monitor inventory levels, product movement, turnover, and distribution efficiency across the regional distributor network.
• Ensure effective execution of pricing structures, trade promotions, merchandising standards, and brand visibility across points of sale.
• Monitor freezer placement and cold-chain execution where applicable to ensure product availability and quality.
• Identify underperforming territories or distributors and implement corrective action plans.
• Support the development and implementation of regional commercial strategies in alignment with company objectives and broader corporate direction.
• Act as a key commercial bridge between regional operations, distributor partners, and senior leadership.

Candidate Requirements

• Bachelor's Degree in Business Administration, Marketing, International Business, or a related field.
• Minimum 8 years of progressive sales experience, preferably within FMCG, Food & Beverage, frozen food, chilled products, or other perishable consumer goods.
• Proven experience in a Regional Sales Manager, Area Sales Manager, National Sales, or equivalent commercial leadership position.
• Strong track record managing regional sales teams and multi-site distributor networks.
• Proven experience in market expansion, new territory development, distributor acquisition, and retail coverage expansion.
• Strong hands-on experience managing General Trade (GT), traditional distribution, wholesalers, sub-distributors, and traditional retail networks.
• Strong understanding of FMCG distribution mechanics, trade promotions, pricing structures, inventory turnover, and field sales execution.
• Experience with cold-chain distribution, freezer placement, chilled/frozen products, or other temperature-sensitive consumer goods is strongly preferred.
• Strong commercial negotiation and distributor relationship management skills.
• Proven ability to develop, coach, and manage sales teams and distributor sales forces.
• Strong analytical skills with the ability to interpret sales performance, market data, forecasts, and regional KPIs.
• East Java General Trade experience is strongly preferred; candidates with strong GT distribution experience across Central Java, West Java, or broader Eastern Indonesia may also be considered.
• Fluent Mandarin Chinese proficiency, both spoken and written, is mandatory for direct communication with Chinese executive leadership and HQ stakeholders.
• Fluent Bahasa Indonesia is mandatory, with good business English proficiency preferred.
• Highly target-oriented, proactive, resilient, and commercially driven.
• Strong negotiation, leadership, communication, and cross-cultural stakeholder management skills.
• Willing to travel extensively across East Java, including secondary and tertiary cities and distributor locations.

Job Code: #901