Traditional Trade Manager

The Food Service Traditional Trade Manager is responsible for driving sales revenue, gross profit, customer collections, sales forecast accuracy, and numeric distribution across the assigned Food Service Traditional Trade channel.

The role focuses on developing and executing sales strategies, managing customer relationships, expanding market coverage, supervising sales operations, and ensuring achievement of business objectives. The position works closely with the sales team and internal departments to strengthen customer penetration, improve product availability, expand the customer base, and support sustainable business growth in the food service market

Sales Strategy and Business Performance

·         Develop and implement sales plans for the Food Service Traditional Trade channel in line with company objectives and assigned sales targets.

·         Achieve sales revenue targets across assigned customers, product categories, and market segments.

·         Drive gross profit achievement through effective sales planning, product mix management, and adherence to approved pricing and commercial policies.

·         Monitor sales performance against targets and implement corrective actions to address performance gaps.

·         Identify opportunities to increase sales volume, improve customer penetration, and strengthen the company's market position.

·         Ensure effective execution of sales strategies across the assigned territory and customer base.

Market Coverage and Numeric Distribution

• Develop strategies to expand numeric distribution across the assigned traditional trade customer base.
• Identify and acquire new customers within the food service market, including relevant independent restaurants and other eligible food service outlets.
• Ensure effective coverage of existing customers and improve the penetration of the company's product portfolio.
• Monitor distribution performance and identify opportunities to increase product availability across targeted outlets.
• Develop plans to improve customer activation, outlet coverage, and product presence.
• Regularly review market coverage and distribution gaps to support continuous business expansion.

Customer Relationship Management

• Establish and maintain strong business relationships with existing and prospective customers.
• Understand customer requirements and recommend appropriate product solutions based on their business needs.
• Monitor customer satisfaction and resolve commercial or service-related concerns in coordination with relevant internal teams.
• Strengthen customer loyalty through consistent engagement, service follow-up, and effective account management.
• Identify opportunities to grow sales within existing accounts through portfolio expansion and increased product penetration.
• Gather customer feedback and communicate relevant market requirements to management and internal stakeholders.

Credit Control and Collection Management

• Monitor customer outstanding balances and ensure collection performance meets approved targets.
• Ensure adherence to approved credit limits, payment terms, and company credit policies.
• Coordinate with the finance team to monitor overdue accounts and resolve collection-related issues.
• Follow up with the sales team and customers to ensure timely settlement of outstanding payments.
• Identify collection risks and escalate overdue or high-risk accounts in accordance with company procedures.
• Monitor collection achievement and implement corrective actions to address collection shortfalls.

Sales Forecasting and Planning

• Prepare sales forecasts based on historical sales performance, customer demand, market trends, and business opportunities.
• Monitor actual sales against forecasts and identify significant variances.
• Improve forecast accuracy through regular review of customer requirements, expected orders, product demand, and market developments.
• Coordinate with supply chain and logistics teams to support product availability and effective order fulfillment.
• Communicate anticipated demand fluctuations, stock requirements, and potential supply constraints to relevant departments.
• Contribute to sales planning activities to support business growth and operational efficiency.

Team Leadership and Sales Execution

• Supervise and guide the assigned Traditional Trade sales team to achieve individual and collective sales objectives.
• Set clear performance expectations and communicate sales targets, customer coverage requirements, and business priorities.
• Monitor team productivity, customer visits, sales execution, and achievement of assigned KPIs.
• Provide coaching and product knowledge support to improve selling effectiveness and customer engagement.
• Conduct regular performance reviews and recommend corrective actions where required.
• Promote accountability, discipline, teamwork, and consistent implementation of company sales procedures.

Product Portfolio and Business Development

• Drive sales and distribution of the company's food service product portfolio across the assigned customer base.
• Identify opportunities to introduce additional products and improve product penetration within existing accounts.
• Work with category and marketing teams to understand product availability, commercial priorities, and promotional initiatives

• Identify new business opportunities and develop plans to expand the customer base and revenue potential.
• Monitor product movement, customer demand, and competitor activity to identify opportunities for business growth.
• Ensure sales activities support the company's product portfolio and distribution strategy.

Sales Reporting and Performance Analysis

• Monitor and report performance against sales revenue, gross profit, collection, sales forecast accuracy, and numeric distribution KPIs.
• Prepare periodic sales performance reports highlighting achievements, gaps, risks, and opportunities.
• Analyze customer and product performance to identify trends and areas requiring corrective action.
• Maintain accurate sales records and ensure timely submission of required reports.
• Provide management with actionable insights and recommendations to improve business performance.
• Track the effectiveness of corrective actions and follow up on outstanding performance issues.

Cross-Functional Collaboration

• Coordinate with supply chain and logistics teams to support product availability, order processing, and timely delivery.
• Work with the finance team to monitor customer credit exposure, outstanding balances, and collection performance.
• Collaborate with category and marketing teams to support product launches, promotions, and portfolio penetration.
• Communicate customer feedback, demand changes, and market opportunities to relevant internal stakeholders.
• Support the resolution of operational issues affecting customer satisfaction, sales performance, and distribution effectiveness.

Market Intelligence and Competitive Analysis

• Monitor market developments, customer requirements, competitor activities, and emerging business opportunities.
• Assess changes in customer demand and traditional trade market dynamics.
• Identify potential new customers, underserved market segments, and opportunities to increase distribution.
• Share relevant market intelligence with management to support sales planning and commercial decision-making.
• Recommend appropriate sales actions based on market conditions and customer feedback.