Regional General Manager of Sales (Philippines) - FMCG Foods - #615

Client Overview:

This company is one of China’s leading large-scale food manufacturing enterprises, specializing in the production and distribution of snacks, biscuits, potato chips, pastries, and health beverages. Established in the late 1980s, the organization has grown into a major FMCG powerhouse supported by an extensive nationwide production and distribution network across multiple provinces in China.

The company operates under a diversified “multi-brand, multi-category” business strategy, managing several highly recognized consumer food and beverage brands with strong domestic market penetration. Through standardized manufacturing systems, advanced supply chain infrastructure, and large-scale production capabilities, the organization has established itself as a dominant player within the consumer packaged goods industry.

As part of its international growth strategy, the company is rapidly expanding across Southeast Asia by strengthening localized production capabilities, developing regional distribution ecosystems, and building scalable market operations throughout ASEAN markets. Its regional expansion initiative is focused on replicating its domestic commercial success through aggressive channel development, dealer network expansion, and localized sales operations.

Job Role:

To accelerate its commercial expansion within the Philippines market, the company is strengthening its regional sales leadership structure to support long-term market penetration and channel development initiatives. The organization promotes a highly entrepreneurial, performance-driven, and execution-focused culture centered on aggressive market expansion, distributor management, and sales operational excellence.

The Regional General Manager of Sales is a senior commercial leadership role responsible for driving the company’s overall sales growth, distributor expansion, and market penetration strategy across the Philippines. Acting as the key regional commercial leader, this role carries full accountability for building dealer networks, expanding sales channels, managing regional sales operations, and establishing a high-performing localized sales organization.

The role requires a strategic yet hands-on sales professional capable of identifying untapped market opportunities, developing scalable distribution infrastructure, and executing aggressive FMCG expansion strategies in highly competitive consumer markets.

Key Responsibilities:

• Develop and execute regional sales expansion strategies to strengthen market penetration and increase brand visibility across the Philippines.
• Identify, recruit, and manage high-quality distributors, dealers, and channel partners to support long-term business growth.
• Lead overall sales operation management within the assigned region to drive outlet expansion, product distribution, and sales volume growth.
• Conduct market research and “blank market” analysis to identify untapped opportunities and expand into unfamiliar sales channels.
• Build, lead, and develop the regional sales organization, including recruitment, training, performance management, and talent development initiatives.
• Analyze and optimize dealer structures and channel infrastructure to improve operational efficiency and distribution effectiveness.
• Manage sales budgets, marketing investments, and operational expenses in alignment with headquarters’ financial controls and ROI objectives.
• Collaborate closely with headquarters leadership to ensure alignment between regional execution strategies and overall corporate business objectives.

Candidate Requirements:

• Bachelor’s Degree in Business Administration, Marketing Management, or related disciplines.
• Minimum 8–10 years of experience in Sales and Business Development within FMCG environments.
• Minimum 3 years of experience in senior regional sales leadership or strategic commercial management roles.
• Minimum 5 years of experience within large-scale FMCG food industry operations.
• At least 2 years of sales management experience specifically within the Philippines market.
• Strong expertise in market research, distributor development, channel expansion, and dealer management.
• Proven capability in developing unfamiliar or “blank” markets and building new sales channels from the ground up.
• Strong leadership capability with experience building and managing high-performing regional sales teams.
• Excellent analytical, negotiation, and commercial execution skills within competitive FMCG environments.
• Highly entrepreneurial, execution-driven, and capable of independently managing regional market operations.
• Native-level Filipino communication skills and professional fluency in English are mandatory.