Sales Manager

About the Role

Our client is an established regional sporting goods distributor with a strong presence across South and Southeast Asia. With an extensive dealer network, established retail partnerships, and well-developed distribution infrastructure, the organisation is now expanding its portfolio of emerging sports, footwear, apparel, equipment, and lifestyle brands in Malaysia.

We are looking for an experienced and commercially driven Sales Manager to establish and grow these new brands within the Malaysian market.

This is a hands-on opportunity to build a new business division from the ground up within an established regional organisation. Reporting independently to the hiring manager based at the Singapore headquarters, you will take ownership of wholesale sales, dealer network development, new account acquisition, and market expansion.

For the first 3–4 months, the successful candidate will be directly involved in sales and business development activities before progressively building and managing a sales team. As the division grows, the role will have opportunities to take on broader commercial and leadership responsibilities.

Key Responsibilities

Wholesale Sales & Business Development

• Develop and implement the Malaysia wholesale strategy, including account plans, territory coverage, and monthly sales objectives.
• Identify and approach potential retail partners, including independent sports stores, specialist footwear retailers, lifestyle outlets, and retail chains.
• Build a strong sales pipeline through market research, networking, field visits, referrals, and direct prospecting.
• Introduce new product ranges to prospective retailers through presentations, product discussions, and commercial proposals.
• Recommend suitable opening assortments, order quantities, and size mixes based on each retailer's customer base and price positioning.
• Negotiate commercial arrangements within approved parameters, covering areas such as payment terms, launch support, merchandising, promotional activities, and display space.
• Convert new accounts into sustainable revenue through effective onboarding, follow-up, replenishment, and account development.

Account & Dealer Management

• Develop and maintain strong working relationships with retailers, store owners, buyers, procurement teams, and other key decision-makers.
• Manage structured consignment programmes where applicable, including retailer onboarding, inventory tracking, performance monitoring, and purchase-or-return decisions.
• Assess trial results and identify opportunities to convert successful placements into recurring wholesale orders.
• Expand existing accounts through repeat purchases, broader product assortments, replenishment, and additional locations.
• Provide retailers with product knowledge, staff training, demonstrations, and merchandising guidance.
• Coordinate with marketing on retailer promotions, product launches, and local brand-building activities.

Sales & Commercial Performance

• Track sell-through, stock availability, margins, sales performance, and competitor activity across assigned accounts.
• Analyse market and account data to identify areas for growth and recommend actions to improve sales performance.
• Maintain accurate sales forecasts, opportunity pipelines, customer records, and regular sales reports.
• Coordinate with operations to ensure products are delivered and replenished according to customer requirements.
• Work with Finance to monitor customer credit exposure, follow up outstanding payments, and address overdue accounts.
• Take ownership of achieving agreed revenue and sales targets.

Team Development

• Take a hands-on role in customer acquisition and sales during the initial stage of the new division.
• Recruit, train, and develop sales team members as the business expands.
• Establish clear sales objectives, processes, and account management practices.
• Coach team members and monitor performance against agreed targets.
• Gradually take on broader team leadership and commercial responsibilities as the division develops.

• Minimum 8 years of B2B sales experience, preferably within sporting goods, footwear, apparel, outdoor products, lifestyle brands, or other consumer product categories.
• Experience in the sporting goods industry is highly preferred. Candidates from consumer packaged goods, outdoor, or lifestyle brands may also be considered.
• Proven track record of securing new retail accounts and generating repeat business.
• Strong understanding of Malaysia's wholesale and retail landscape.
• Existing relationships with relevant retailers, buyers, or distributors will be an advantage.
• Experience managing dealer networks, wholesale accounts, consignment programmes, or retail sell-through initiatives.
• Strong commercial understanding of retail margins, promotional activities, inventory turnover, credit terms, and collections.
• Confident in negotiating with independent retailers as well as professional procurement and buying teams.
• Self-driven and entrepreneurial, with the ability to build a customer base and sales pipeline from the ground up.
• Strong analytical capabilities with proficiency in Microsoft Excel, sales reporting, and inventory analysis.
• Excellent communication, negotiation, and relationship management skills.
• Fluency in Bahasa Malaysia and English is required; Mandarin proficiency is an added advantage.
• Willingness to travel regularly within Malaysia for customer meetings, store visits, and business development activities.
• Comfortable working independently while maintaining regular communication with regional headquarters.