Senior Sales Manager

About the company

Our client is one of China's fastest-growing beverage companies, generating more than US$1.5 billion in annual revenue and recognised as the country's number one sparkling water brand. With over 3 billion bottles sold annually, the business has established itself as a major player in the global beverage market, driven by a strong commitment to product innovation, quality and consumer trends.

Supported by a dedicated team of more than 70 in-house R&D experts and over 40 products in development, our client continues to expand its portfolio and strengthen its international presence. Its products are now available in more than 40 countries and regions, with distribution through leading global retailers including Costco, Walmart, Albertsons, Kroger, Tesco, Woolworths and Coles.

Backed by established international investors and an integrated manufacturing network comprising six wholly owned factories, our client is entering an exciting new phase of global expansion. This is an excellent opportunity to join an ambitious, innovation-led business and play a pivotal role in establishing and accelerating its growth across European markets.

Your tasks

• Market Development & Expansion: Develop and execute a comprehensive local market development strategy to establish and grow the brand's presence, increase market penetration and deliver sustainable commercial growth.
• Distributor & Importer Partnerships: Identify, engage and build long-term relationships with local importers, distributors, agents and strategic business partners to establish an effective and scalable distribution network.
• Retail Account Development: Build and strengthen relationships with major retail customers, including supermarket groups, grocery chains, convenience retailers and other relevant sales channels, to secure listings and expand product availability.
• New Business Acquisition: Proactively identify and pursue new business opportunities, negotiate commercial agreements and convert prospective partners into long-term customers.
• Brand Establishment: Take ownership of building the brand from the ground up in the local market, developing routes to market, increasing brand visibility and establishing a strong competitive position within the beverage category.
• Sales Strategy & Revenue Growth: Develop sales plans, identify growth opportunities and drive performance against agreed sales targets, revenue objectives and distribution goals.
• Market Intelligence: Monitor market trends, competitor activity, consumer preferences and retail developments to identify opportunities and inform commercial decision-making.
• Cross-Functional Collaboration: Work closely with the China headquarters team to align local market activities with wider business objectives, coordinate sales initiatives and ensure effective communication across international teams.
• Commercial Negotiation: Lead discussions with distributors and retail partners regarding pricing, promotional activity, distribution agreements and other commercial terms to support profitable growth.
• Performance Management: Track sales performance, evaluate market development initiatives and provide regular updates and recommendations to headquarters on progress, opportunities and challenges.
• Team Leadership: Where applicable, support the development of local sales capabilities and contribute to building a high-performing team as the business expands.

Requirements

Candidate Requirements

• Relevant Sales Experience: 5-10 years of experience in sales, business development or key account management within the food and beverage or FMCG industry, with a strong record of delivering commercial results.
• Retail & Key Account Expertise: Demonstrable experience managing and developing relationships with major retail chains, particularly within grocery, supermarket and convenience channels.
• Distributor Network: An established network of local importers, distributors, agents and retail contacts, with the ability to leverage these relationships to accelerate market entry and commercial growth.
• Brand-Building Experience: Proven success in launching, establishing or scaling an FMCG brand within a new market, ideally from an early-stage or market-entry position.
• European Market Knowledge: A strong understanding of the European FMCG landscape, including retail structures, distribution models and route-to-market strategies. Experience working across multiple European markets would be highly advantageous.
• Commercial Acumen: Strong negotiation, analytical and business development skills, with the ability to identify opportunities, develop effective sales strategies and deliver against ambitious targets.
• Entrepreneurial Mindset: A proactive, hands-on approach and the ability to work independently, navigate ambiguity and build a business in a competitive market environment.
• Communication & Stakeholder Management: Excellent communication and relationship-building skills, with the confidence to engage stakeholders at all levels and collaborate effectively with international teams.
• Language Skills: Fluency in English is essential. Mandarin or other Chinese language skills would be an advantage.
• Leadership Experience: Previous team management or leadership experience would be beneficial, particularly for candidates who have helped establish or develop a local sales function.

The Ideal Candidate You will be a commercially minded and results-oriented sales professional who combines strategic thinking with a hands-on approach to business development. You will understand how to navigate the FMCG retail landscape, build productive distributor relationships and turn market opportunities into measurable commercial success.

Comfortable operating in a fast-paced, international environment, you will be motivated by the opportunity to take ownership, build something from the ground up and contribute directly to the growth of an ambitious global beverage business.