Sales Executive (Off Trade)

About the role

Asia Pacific Breweries Singapore, part of The HEINEKEN Company, is looking for a Sales Executive to support its Off Trade business in Singapore. The company is focused on shaping the next phase of growth and innovation in beer and beyond, while strengthening the experiences that bring consumers and people together. This role sits within that journey and contributes to commercial growth across the assigned district or segment.

What you will do

• Work with the Area Sales Manager to build a practical sales plan for the assigned Off Trade area, based on a strong understanding of the district, its customers, and how both sides can benefit from the partnership.
• Develop strong outlet relationships by engaging customers, understanding their needs, and identifying opportunities to grow sales, including at competitor outlets.
• Assess and manage commercial terms such as volume incentives, trade and consumer programs, and other business conditions to support successful negotiations and efficient use of advertising and promotion budgets.
• Coordinate with Marketing and Trade Marketing teams to support promotional initiatives and present HEINEKEN/ABPS value propositions in a way that matches customer needs; prepare business plans and review them monthly or quarterly with outlet owners to improve performance.
• Take part in cross-functional efforts to execute in-store promotions and assess their impact on sales, while monitoring promotion agents during roving or field activities, where applicable.
• Respond quickly to queries, issues, and complaints, and work with internal stakeholders to make sure customer needs are properly captured and resolved.
• Collect market intelligence from the field on trade and competitor activity, then work with internal colleagues to determine suitable counter-actions.
• Keep complete records of sales activities in both electronic and physical formats to support reporting, and prepare reports on customer base, project opportunities, and customer satisfaction.
• Ensure all sales documents and paperwork are completed accurately and on time.
• Carry out other related duties as assigned.
• Support in-store execution by working with Marketing and Trade Marketing teams on below-the-line activations and tracking progress in the assigned outlets.
• Follow the brand strategy and ensure the outlet call plan is completed, with attention to availability, affordability, and visibility of the beer portfolio under the Picture of Success (PICOS) framework.
• Use an iPad during sales visits to manage call objectives, update outlet listings, and capture market feedback and intelligence in an organised manner.

Requirements

• A diploma qualification is required.
• Strong command of English and Chinese is necessary; the role involves communicating with Chinese-speaking clients.
• At least 2 years of experience in sales, marketing, or customer-facing roles, preferably within FMCG or a similar sales-driven environment.
• A valid driving licence and access to a car are preferred.
• Comfort with computer systems and digital tools is expected.
• Strong interpersonal ability to build effective internal and external working relationships.
• Good negotiation capability with a focus on mutually beneficial outcomes.
• Ability to stay well organised and work with limited supervision.

Additional information

This is an onsite full-time position based in Singapore. The role combines field sales, outlet execution, promotional coordination, reporting, and customer relationship management. No salary details, stipend, number of openings, or start date were provided.