Sales Manager Gourmet Thailand


Bangkok, TH, 10110

At Barry Callebaut, we are on a journey to transform the cocoa and chocolate industry. As the world’s leading manufacturer of high-quality chocolate and cocoa products, our actions truly shape the future of our industry. We are a business-to-business company, serving the entire food sector, from the cocoa bean to the finest chocolate product. We are a company with a purpose, we believe in doing well by doing good and reinvesting in the communities we operate. We have a long-standing commitment to sustainability and our goal is to shape a sustainable cocoa and chocolate future. We are headquartered in Zurich, and have more than 12,000 passionate Employees working in more than 40 countries worldwide. We are very proud of who we are and what we do. And of course, we are always looking for talented people to help us have a positive impact on our industry and beyond!

About the role

  • Responsible for identifying and crafting sales strategy in collaboration with Sales Director SEA, Gourmet. Lead the gourmet (foodservice) business in Thailand & rapidly accelerate our growth in the country for all brands – Callebaut, Cocoa Barry, Van Houten Professional, Mona Lisa, Carma, etc. & all segments (BAPA, food service, home baking beverages, etc.)
  • Managing all distributor relationships, Executing the sales strategy, delivery of volume and financial business objectives, related marketing activities and day-to-day management of sales execution.
  • To maintain and further accelerate the growth potential for the Thailand market. 
  • We need a highly-motivated and entrepreneurial senior commercial manager person who will spend a significant amount of time in developing and penetrating new businesses from new customers (mostly (but not limited to) with direct end users and) with further geographical reach within the Thailand market.  A strong team player who can build & lead a highly motivated sales team


Key responsibilities include

  • Effectively lead the sales team to cultivate a strong team spirit & extract the best performance for all the below activities:
  • Identify, hunt & convert new end users in all focus segments (BAPA, HORECA, Homebaking, Beverage, etc.)
    • Proactively identify, engage and win new customer opportunities
    • Develop both quick wins for the business, and long-term/strategic business volume for key customers
    • Lead and organize Mini/Inspiration sessions, with regular follow-ups in closing the projects within the stipulated timeframe
    • Develop a clear customer and competitor market map – clarity on volumes, who buys what from whom, price points, etc.
  • Lead and regularly evaluate all existing distributor relationships, nurture and steer them via Joint business plans & secondary sales data
    • Build constructive and effective relationships with existing distributors with the end objective of driving greater sales
    • Regular review (monthly) on Sales forecast (S&OP), ensuring as much accuracy on the actual vs forecast
  • Build and lead a sales team to help scale the business
  • Manage existing customers’ supply & develop new projects
  • Create & determine best route-to-market strategy (direct or indirect) based on end-user profiles & needs
  • Initiate, create & support marketing/brand-building activities, both, independently & in collaboration with distributors
  • Generate strong brand awareness & “pull” at the end-user level via sales & marketing initiatives to increase the demand for all brands (Callebaut, Cocoa Barry, Van Houten Professional, Mona Lisa, Carma)
  • Collaborate with a multifunctional team: product development, marketing, sales, and chefs to deliver the best customer experience
  • Prepare annual, quarterly and monthly sales forecasts and budgets; monitor sales volume and margin against forecasts to managers, and supply chains and identify problems and provide solutions.
  • Keep up to date with current market trends and customer needs and provide relevant training and technical support
  • Manage product portfolio and launch new products and innovations to the market with close cooperation with local marketing.
  • Own your KPIs & steer your business independently with the guidance of your leadership
  • Be aware of the specific market trends/activities and government policies that will have an impact on the chocolate industries and regular competition analysis.
  • Travel requirements: Typically spend 80% of time visiting distributors/customers across Thailand


About you

  • Minimum Degree preferably in a business/marketing-related field
  • Min. 5-7 years of strong sales and marketing experience, ideally in bakery/pastry products, food ingredients, or Fast Moving Consumer Goods  
  • Proven track record in commercial and food-related industry 
  • Strong Segment insight (market, consumer, customer, retail)
  • Language proficiency: English & Malay Language
  • Extensive knowledge of the Thailand foodservice market (BAPA, HoRe, OEM, Chains, etc.)
  • Experience managing a local multi-distribution network, including the addition of new distributors, is critical.
  • Network of foodservice customers (BaPa chains, QSR, Cafes, Bakery Ingredient Stores) a plus
  • Team leadership experience, preferably leading commercial teams a plus
  • Experience dealing with end-users & key accounts in BAPA, food service, central kitchens, food retail, etc. critical
  • Knowledge of & experience in chocolate & confectionary is an added advantage
  • Good understanding of & experience in trade & digital marketing

At Barry Callebaut, we are committed to Diversity & Inclusion. United by our strong values, we thrive on the diversity of who we are, where we come from, what we’ve experienced and how we think. We are committed to nurturing an inclusive environment where people can truly be themselves, grow to their full potential and feel they belong. #oneBC - Diverse People, Sustainable Growth.

If you want to learn more about Barry Callebaut, please find further information here.

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