Export Sales Manager

JOLLY & MOLLY

JOB DESCRIPTION

Export Sales Manager International Business

Position

Export Sales Manager – International Business

Brand

Jolly and Molly- Potato Chips

Function

International Business / Export Sales

Reporting To

General Manager

Location

Thailand /India/ International Travel as required

Experience

7–12+ years in FMCG / Food / Snacks Export Sales

1. Role Purpose

To build Jolly and Molly Potato Chips into a strong international snack brand by developing importers and distributors, opening new countries and channels, delivering export revenue and margin targets, and ensuring consistent brand execution in international markets.

2. Key Responsibilities

International Market Development

• Identify and prioritize target countries across Southeast Asia, Middle East, Africa and other strategic markets.
• Develop country-wise market-entry plans based on market size, competition, pricing, regulations and channel opportunities.
• Research competitors, consumer trends, pack sizes, pricing and route-to-market opportunities.
• Identify opportunities across Modern Trade, General Trade, Convenience, E-commerce, HORECA and specialty channels.

Distributor / Importer Development

• Identify, qualify and appoint suitable importers and distributors.
• Build and maintain a strong international distributor pipeline.
• Negotiate margins, MOQ, payment terms, Incoterms, pricing and annual business plans.
• Develop long-term distributor relationships and ensure adequate sales and marketing capabilities.

Export Sales Management

• Deliver monthly, quarterly and annual export sales targets.
• Prepare country-wise sales forecasts and maintain a rolling 6-month pipeline.
• Generate purchase orders and coordinate timely shipment execution.
• Monitor outstanding payments, credit exposure and commercial risks.
• Coordinate with supply chain, finance, regulatory and logistics teams.

Brand Building & Market Execution

• Position Jolly & Molly as a differentiated specialty/premium potato chips brand rather than competing only on price.
• Work with marketing and distributors on POSM, sampling, digital campaigns, exhibitions and retail activation.
• Ensure consistent brand communication and approved positioning across markets.
• Identify opportunities for future extensions such as energy/protein bars and other relevant snack categories.

New Product Development

• Collect international consumer and distributor feedback and convert it into NPD opportunities.
• Recommend new flavours, pack sizes and product formats for specific markets.
• Coordinate with NPD, suppliers and Thailand teams on product development and commercialization.

Commercial & Margin Management

• Prepare country-wise pricing and margin structures.
• Protect approved company gross margin and brand price architecture.
• Negotiate distributor margins, promotional support and commercial terms.
• Control discounts, schemes and promotional expenditure within approved budgets.

Regulatory & Market Entry

• Coordinate country-specific product registration and regulatory requirements.
• Ensure required certificates, artwork, product information and export documentation are completed.
• Coordinate with internal teams and distributors to achieve smooth market entry.

International Exhibitions & Business Development

• Participate in relevant international food and snack exhibitions.
• Generate qualified leads and convert them into commercial distributor opportunities.
• Maintain an organized international customer and prospect database / CRM pipeline.

3. KPI Framework

Recommended KPI weighting:

KPI

Measurement / Target

Export Sales / Revenue Achievement

Achievement of annual, quarterly and monthly export sales target; maintain 3–4 months qualified pipeline.

New Country Development

4–6 new countries entered in Year 1, subject to approved business plan; country counted after first commercial shipment.

New Distributor / Importer Appointment

5–8 qualified distributors appointed in Year 1; focus on quality and commercial potential.

Gross Margin / Contribution

Achieve approved export gross margin; maintain pricing discipline and control discounts.

Distributor Productivity & Repeat Orders

70% of active distributors achieving agreed quarterly business plan / repeat-order expectations.

New SKU / Product Development

Generate market insights and evaluate new flavours, pack sizes and product extensions.

Collection / Payment Discipline

Compliance with approved credit terms and agreed collection targets.

Market Intelligence

Regular competitor, pricing, consumer, regulatory and channel reports.

Brand Development / Marketing Execution

Execution of approved sampling, POSM, digital, retail and exhibition initiatives.

4. Candidate Profile

Experience

• Candidate must Below age 40 years
• 7–12+ years of experience in FMCG, food, snacks or related export sales.
• Existing network of international importers / distributors is preferred.
• Experience in Middle East, Southeast Asia and/or Africa is preferred.
• Experience in launching Asian/Indian FMCG brands internationally is an advantage.

Core Skills

• Distributor identification and appointment
• International business development and negotiation
• Export pricing and margin management
• Market-entry strategy and route-to-market development
• Business planning and forecasting
• Modern Trade and distributor management
• Strong presentation, communication and relationship-management skills

Education

• MBA / PGDM in International Business, Sales & Marketing preferred.
• Bachelor’s degree in a relevant discipline.

5. Success Measurement Philosophy

The role should be measured on the quality and sustainability of international business, not only on the number of countries or distributor contacts. A market should progressively move through the following stages:

Target Market Identified Qualified Distributor Distributor Appointed Registration / Launch First Commercial PO First Shipment Repeat Order Sustainable Sales

6. Management Expectations

The Export Sales Manager is expected to operate as an entrepreneur within the Jolly & Molly business, taking ownership of market development from prospecting through repeat sales. The role requires strong commercial discipline, international relationship building, cross-functional coordination and a long-term brand-building mindset.