Direct Sales Executive

About the role

We are seeking a Direct Sales Executive to drive our brand's distribution across Singapore's food service, hospitality, and traditional retail sectors. You will be responsible for the end-to-end sales cycle: mapping out territories, visiting establishments, pitching our FMCG portfolio directly to decision-makers, and closing wholesale orders.

Key responsibilities

• Conduct daily field sales visits to prospect and onboard new HORECA accounts (cafes, restaurants, bistro groups), corporate B2B clients, and traditional heartland provision shops
• Pitch product samples, present volume tier pricing, negotiate commercial terms, and secure introductory purchase orders (POs)
• Secure exclusive selling rights or menu integration in cafes/restaurants, and negotiate prime shelf positioning in traditional trade shops
• Manage the recurring order cycle for onboarded accounts, ensuring timely re-orders, resolving payment delivery discrepancies, and minimizing stock-outs
• Track competitor pricing, promotional packages, and new venue openings within your assigned Singapore territory

About You

• Experience & Background: Minimum 1–2 years of hands-on field sales experience within the Singapore F&B, HORECA, or FMCG wholesale sector is highly preferred. Candidates without experience in these specific channels will also be considered if they possess strong sales or client-facing experience from other industries/channels.

• Industry Network: An existing network or strong familiarity with local cafe owners, restaurant chefs, procurement managers, or traditional trade shop owners is highly advantageous.

• Communication & Rapport: Excellent face-to-face communication skills with a proven ability to build immediate rapport with both corporate procurement teams and traditional heartland shop owners.

• Language Proficiency: Able to speak basic English. The ability to speak Mandarin or local dialects (like Hokkien or Teochew) is a big plus to help you converse and build trust with Chinese speaking owners.

• Drive & Resilience: Highly self-motivated, target-driven, and comfortable with a physically demanding, field-based role across assigned Singapore territories.

• Education: Minimum GCE 'O' Level

• Driving License: Possession of a Class 3 driving license is good to have, but not necessary.

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Benefits

• Competitive basic monthly salary
• High monthly commission structure tied directly to new account acquisition and monthly sales volume
• Fixed monthly transport/travel allowance