Sales Manager, Traditional Trade - Philippines

Manila, PH

BIC

Hybrid

Description:

Join BIC World, a community of brands dedicated to creating ingeniously simple and joyful products that have been part of hearts and homes for over 75 years. We are committed to growing our iconic and innovative brands by reimagining everyday essentials in new, sustainable, and responsible ways.

Our culture encourages a "roll up your sleeves and get the job done" mindset, ensuring self-starters, problem solvers, and innovative thinkers can truly thrive. At BIC World, you are empowered to take ownership of your career and use your unique perspective to make a meaningful, global impact on our mission.

JOB SUMMARY

The General Trade Manager – Philippines is responsible for driving sustainable sales growth, market share expansion, and profitable customer development across the General Trade (GT) channel, including distributors, sub-distributors, wholesalers, public markets, grocery stores, sari-sari stores, and other traditional trade outlets nationwide.

The role leads the development and execution of channel strategies, distributor management, sales force effectiveness, distribution expansion, and in-store execution to maximize business performance. The General Trade Manager collaborates closely with Trade Marketing, Supply Chain, Finance, and Distributor Partners to ensure strong market coverage, operational excellence, and achievement of commercial objectives.

Roles & Responsibilities

Channel Strategy & Business Development

Develop and execute the Philippines General Trade strategy aligned with company growth objectives.
Identify opportunities to expand distribution, availability, and visibility in traditional trade channels.
Drive penetration into underserved regions and high-potential territories.
Build annual business plans including sales targets, distribution targets, and growth initiatives.

Sales & Profitability Management

Deliver sales revenue, volume, profit, and market share objectives.
Monitor monthly performance against targets and implement corrective actions where necessary.
Manage trade investments and channel spending to maximize return on investment.
Ensure profitable growth through effective pricing, promotions, and execution strategies.

Distributor & Sub-Distributor Management

Lead and manage relationships with national distributors and regional sub-distributors.
Conduct regular business reviews to evaluate performance and identify growth opportunities.
Negotiate commercial agreements, distribution programs, and route-to-market initiatives.
Ensure distributor compliance with company policies, stockholding requirements, and execution standards.

Distribution Expansion

Increase numeric and weighted distribution across the Philippines.
Develop programs to improve product availability in:

Sari-sari stores
Public markets
Grocery stores
Local key accounts
Wholesalers

Drive expansion into strategic growth territories and emerging channels.

Sales Force Leadership

Lead, coach, and develop General Trade sales teams.
Establish clear performance metrics and accountability standards.
Improve productivity through route optimization, coverage enhancement, and capability development.
Foster a high-performance culture focused on execution excellence and customer satisfaction.

Key Performance Indicators / Key Figures

Business Performance

In Market Sales vs Budget
Sell-Out Growth
Market Share Growth

Numeric Distribution
Weighted Distribution
Outlet Coverage

Customer Development

Distributor and Sub Distributor Management
Local Key Account Supervision
Distribution Growth

Execution Excellence

Promotional Compliance
Availability of Priority SKUs
New Product Launch Success

Financial Performance

Customer (Sub Distributor) Profitability
Trade Investment ROI
Forecast Accuracy

Previous / Professional Experience:

Required

Minimum 10 years of FMCG sales, preferably General Trade channel experience.
Proven experience managing General Trade via sub-distributors.
Strong track record in commercial negotiations and customer development.
Experience working with distributor-led business models.
Demonstrated success in delivering sales growth and profitability targets.

Education & Additional Requirements:

Education

Bachelor's Degree in Business Administration, Marketing, Economics, Sales or a related discipline.
MBA or postgraduate qualification is an advantage.

Languages

Fluent Filipino and English (written and spoken).

Additional Requirements

Based in the Greater Manila Area.
Willingness to travel regularly across the Philippines.
Strong analytical, communication and presentation skills.
Proficiency in Microsoft Office applications.
Experience working within multicultural and cross-functional environments.

#LI-MB1

BIC World is an Equal Opportunity Employer. We strongly commit to hiring people with different backgrounds and experiences to help us build better products, make better decisions, and better serve our customers. We do not discriminate based upon race, religion, color, national origin, gender, sexual orientation, veteran status, disability status, or similar characteristics. All employment is decided based on qualifications, merit, and business need.

BIC World is not seeking assistance or accepting unsolicited resumes from search firms for this employment opportunity. Regardless of past practice, all resumes submitted by search firms to any team member at BIC via email, or directly to a BIC team member in any form without a valid written search agreement in place for that position will be deemed the sole property of BIC, and no fee will be paid in the event the candidate is hired by BIC as a result of the referral or through other means.