Sales Executive - On Trade

About the Company

At HEINEKEN, we focus on creating memorable moments that bring people together, strengthening bonds through the shared joy of beer. Our vision is to lead the future of beer and beyond, winning the hearts of consumers worldwide. As part of HEINEKEN's EverGreen balanced growth strategy, we are embarking on an exciting period of innovation and expansion in the beer industry.

Role Overview

We are looking for a Sales Executive to join our On Trade (ONT) segment team, playing a key role in driving sales volume and enhancing customer engagement in the assigned district.

Key Responsibilities

• Collaborate with the Area Sales Manager to formulate a comprehensive sales plan tailored to the assigned ONT segment or district, taking into account the customer's needs and the competitive landscape to foster mutually beneficial partnerships.
• Build and maintain strong relationships with outlet owners through customer engagement and identifying opportunities to increase sales at existing and competitor venues.
• Manage business terms and conditions, including volume incentives and trade & consumer initiatives, to successfully negotiate contracts and optimize advertising and promotional efforts, while maintaining sensitivity to cost and profitability.
• Work closely with Marketing and Trade Marketing teams to participate in advertising and promotions that position the ABPS brand value propositions effectively to customers; prepare and present business plans and conduct monthly or quarterly reviews with outlet owners to improve business outcomes.
• Contribute to cross-functional teams to implement promotional activities in outlets, monitor their impact on sales, and oversee Promotion Agents during sales activities such as roving.
• Ensure timely responses to inquiries and resolve any customer issues by coordinating with internal teams to meet customer expectations.
• Gather market intelligence on trade and competitor activities by staying active on the ground and sharing findings with internal colleagues; recommend appropriate responsive actions.
• Maintain well-organized sales documentation, both electronic and physical, for accurate reporting; prepare reports on customer base, potential projects, and overall customer satisfaction.
• Complete all sales administration paperwork promptly and with accuracy.
• Perform additional duties assigned by management.

On-Outlet Execution

• Collaborate with Marketing and Trade Marketing teams to implement and monitor Below The Line (BTL) activities at assigned outlets, ensuring alignment with brand strategies.
• Execute outlet call-plans and guarantee implementation of Picture of Success (PICOS) at all assigned locations, focusing on ensuring product availability, price competitiveness, and visibility of our beer brands.
• Maintain an organized approach during sales calls by addressing all relevant topics; utilize iPad tools for executing call objectives, updating outlet information, and collecting market intelligence and feedback.

Candidate Requirements

• Possess at least a Diploma qualification.
• Fluent communication skills in both English and Chinese, to efficiently engage with Chinese-speaking clients.
• A minimum of 2 years of experience in sales, marketing, or customer-facing roles, ideally in the FMCG sector.
• Possession of a valid driving license and access to a car is preferred.
• Competency in computer skills.
• Basic understanding of on-premise sales strategies and practices.
• Strong interpersonal skills to build effective relationships both internally and externally.
• Proven negotiation abilities aimed at creating win-win customer agreements.
• Highly organized and capable of working independently with minimal supervision.