Regional Commercial Manager - Off Trade

The HEINEKEN Company


Date: 2 weeks ago
City: Petaling Jaya
Contract type: Full time
As the Regional Commercial Manager – Off Trade, you will lead the end-to-end commercial performance across Modern Off-Trade, Traditional Trade, and Wholesaler channels within your assigned region. You will translate channel strategies into actionable regional plans, drive disciplined execution through distributor and field sales teams, and ensure strong financial delivery across revenue, volume, and profitability. This role requires a strategic leader who can balance commercial acumen, operational excellence, and people leadership to deliver sustainable growth.

Responsibilities

  • Translate channel strategy into clear regional execution plans and lead delivery of annual commercial targets.
  • Drive regional performance across revenue, volume, market share, and gross margin, with strong ownership of P&L outcomes.
  • Lead and govern distributor performance, ensuring execution excellence, service levels, and alignment to business goals.
  • Champion in-market execution standards, including availability, visibility, promotions, and outlet expansion.
  • Manage trade investment and regional sales spend with strong financial discipline and ROI focus.
  • Generate market intelligence and provide actionable insights to refine strategies and close performance gaps.
  • Lead, coach, and develop Area Sales Managers and field teams, fostering a high-performance and accountability-driven culture.

Requirements

  • Bachelor’s Degree in Business, Marketing, Economics, Commerce, or a related field.
  • Minimum 15 years of experience in FMCG, with at least 10 years in a managerial leadership role.
  • Strong experience managing sales teams, distributors, and multi-channel Off-Trade environments.
  • Solid understanding of market dynamics, including Modern Trade, General Trade, and wholesaler landscapes.
  • Proven capability in commercial planning, P&L management, and trade investment optimization.
  • Strong analytical and strategic thinking skills, with the ability to translate insights into execution.
  • Effective leadership, stakeholder management, and coaching capabilities with a strong customer-focused mindset.

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