Sales Manager - SEA

About Teddi Lab by Unichi

Teddi Lab by Unichi is a global wellness brand known for its signature functional gummy bears, combining science-led wellness with a playful and highly recognisable consumer experience.

Founded in Australia, Unichi has grown into an established international wellness business, with products sold across 30+ countries and more than 5,000 retail doors globally. Southeast Asia is now one of our key growth markets. With an existing business foundation in the region, our next stage is not about starting from zero — it is about scaling what already works: expanding into new markets, strengthening distributor partnerships, opening strategic retail accounts and building a stronger regional footprint.

For the right commercial talent, this creates a unique opportunity to join at a stage where the brand already has proven products and market momentum, while there is still significant whitespace to shape and grow the business across Southeast Asia.

About the Role

We are looking for a proactive and commercially sharp SEA Sales Manager to accelerate our offline retail growth across Southeast Asia.

Based in Singapore, you will own key retail partnerships while also driving business development to open new markets, distributors and retail opportunities across the region. You will lead commercial negotiations, secure listings and activations, manage distributor performance, and ensure strong in-market execution to deliver sustainable sell-in and sell-out growth.

This role requires a strong combination of key account management, new business development and distributor management, with the ability to independently drive opportunities from market entry through to execution and ongoing commercial growth.

Key Responsibilities

1. Regional Key Account Management & Growth

• Own growth across priority SEA retail accounts, particularly pharmacy, health & wellness, beauty and personal care channels.

• Build and maintain strong relationships with category buyers, retail decision-makers and senior commercial stakeholders.

• Develop account-specific business plans covering sales targets, assortment, pricing, promotions and activation priorities.

• Lead commercial negotiations including listings, trading terms, promotional mechanics and annual agreements.

• Identify opportunities to expand distribution, assortment, visibility and share of shelf across existing retail partners.

2. Business Development & Market Expansion

• Identify and secure new business opportunities across Southeast Asia, including new distributors, retail banners, markets and store formats.
• Build and manage a strong BD pipeline from prospecting and qualification through to pitch, commercial proposal, negotiation, onboarding and launch.
• Proactively develop relationships with prospective distributors, retailers and key decision-makers across priority SEA markets.
• Assess market opportunities, route-to-market options and partner suitability to support sustainable market entry and growth.
• Drive speed-to-shelf by coordinating listing processes, documentation, pricing setup and launch readiness with internal teams and external partners.

3. Distributor Management & Commercial Execution

• Manage and develop distributor relationships across assigned SEA markets, aligning on sales targets, forecasts, inventory, retail expansion and execution priorities.
• Conduct regular distributor performance reviews covering sell-in, sell-out, stock levels, pipeline, forecast accuracy and market execution.
• Identify performance gaps and work closely with distributors to drive corrective actions and improve commercial results.
• Partner with distributors to secure new retail listings, strengthen account development and improve in-store execution.
• Ensure strong product availability, replenishment discipline, planogram compliance and activation execution across retail channels.
• Monitor distributor inventory and sales performance to minimise stock risks and support healthy market growth.
• Ensure distributors provide timely and accurate sales, inventory and market reporting.

4. Trade Terms, Pricing & Budget Management

• Manage trade terms, price architecture, promotional investment and retailer budgets across different markets.
• Ensure disciplined commercial investment and strong ROI across trade activities.
• Work closely with Finance on rebates, claims, accruals and commercial reconciliation.
• Review pricing and commercial structures to ensure competitiveness while protecting business profitability.
• Analyse POS, sell-in and sell-out performance to optimise promotional plans and commercial investment.

5. Retail Activation & Execution Excellence

• Plan and supervise retail activations including product launches, promotional campaigns, sampling, gondola ends, POSM and other in-store visibility initiatives.
• Work with distributors and retail partners to ensure consistent execution against agreed brand and commercial standards.
• Track activation performance and use data to improve future promotional effectiveness and ROI.
• Collaborate closely with Marketing to ensure retail execution supports overall brand and campaign priorities.

6. Global & Regional Collaboration

• Partner closely with HQ and cross-regional teams, including ANZ, China and SEA, to ensure alignment on brand strategy, go-to-market priorities and execution standards.
• Work cross-functionally with Marketing, Supply Chain and Finance to ensure commercial plans are executable and well supported.
• Act as the market voice for Southeast Asia by providing structured insights on consumer behaviour, competitor activity, pricing, retail trends and channel developments.
• Provide regular commercial updates and recommendations to support regional business planning and decision-making.

About You

• 6+ years of experience in sales, key account management and/or business development, ideally within FMCG, health, wellness, beauty, personal care or nutrition.
• Proven experience working with retail accounts and/or distributors, ideally across Southeast Asian markets.
• Strong track record in business development, including opening new accounts, channels or market opportunities.
• Good understanding of pharmacy, health & wellness, beauty or broader consumer retail channels.
• Strong commercial acumen with experience in listings, pricing, promotions, trading terms and commercial negotiations.
• Demonstrated ability to build strong relationships with retail buyers, distributors and key commercial stakeholders.
• Highly organised, self-driven and hands-on, with the ability to work independently across multiple markets and priorities.