General Manager – Commercial & Operations

General Manager – Commercial &Operations

Overview

We are a leading FMCG sales, marketing and distribution company seeking a commercially driven and hands-on General Manager to lead the overall growth, profitability and operational performance of the business.

The successful candidate will be responsible for driving sales growth, market expansion, brand development, customer management and commercial excellence across all channels, while providing oversight of warehousing, inventory, logistics and customer service operations to ensure efficient execution and service excellence.

This role carries full accountability for business performance, including revenue, profit, operating costs, inventory management and team leadership.

Reporting To: Vice President

Key Responsibilities

Commercial Leadership & Business Growth

• Develop and execute business strategies to achieve revenue, profitability, and market share objectives.
• Lead and oversee the entire sales function across Modern Trade, General Trade, E-Commerce and Food Service (HORECA) channels.
• Build and maintain strong relationships with key accounts, including retailers, distributors, wholesalers and B2B customers.
• Lead annual negotiations, business reviews, joint business planning and customer development initiatives.
• Drive customer acquisition, distribution expansion and new business opportunities.
• Identify opportunities to expand the company's product portfolio, market presence and strategic partnerships.
• Monitor market trends, competitor activities and consumer insights to identify growth opportunities and business risks.

Brand Building & Marketing

• Lead brand growth and market development initiatives to strengthen brand awareness and consumer demand.
• Oversee trade marketing, promotional campaigns, product launches and in-store activation programmes.
• Develop pricing, promotion and category strategies to drive profitable growth.
• Work closely with principals, suppliers and brand owners to develop and execute annual brand and commercial plans.
• Evaluate marketing and trade investment effectiveness to maximise return on investment.
• Support the growth of e-commerce and omnichannel initiatives across both online and offline channels.

Sales Performance Management

• Ensure effective sales forecasting, budgeting and trade spend management.
• Establish performance-driven KPIs and incentive programmes to drive sales effectiveness and accountability.
• Monitor customer profitability and channel performance to optimise business returns.
• Drive execution excellence and sales productivity across all channels.

Operations & Supply Chain Oversight

• Oversee warehousing, inventory management, logistics and customer service operations.
• Ensure efficient order fulfilment, product availability and delivery performance.
• Optimise warehouse productivity, fleet utilisation and logistics costs.
• Improve inventory turnover while minimising stock ageing, damages and write-offs.
• Establish operational KPIs and drive continuous improvement initiatives to enhance service levels and operational efficiency.

Financial & Business Management

• Assume full P&L responsibility for the business.
• Develop annual budgets, forecasts and business plans.
• Drive gross profit growth while maintaining cost discipline.
• Monitor inventory, receivables and working capital performance.
• Ensure achievement of agreed financial and operational targets.

Leadership & People Development

• Lead, develop and motivate a high-performing commercial and operations team.
• Foster a culture of accountability, collaboration and execution excellence.
• Recruit, coach and develop talent to support future business growth.
• Build organisational capability and succession plans for key positions.

Requirements

• Bachelor's Degree in Business, Marketing, Supply Chain, Logistics or a related discipline.
• Minimum 10-15 years of FMCG experience, including at least 5 years in a senior management role.
• Proven track record in sales leadership, key account management and FMCG distribution.
• Strong understanding of Modern Trade, General Trade, E-Commerce and Food Service channels.
• Experience in brand building, trade marketing and category management.
• Proven ability to drive revenue growth, profitability and market expansion.
• Strong network with major retailers, distributors and trade partners in Singapore.
• Familiarity with e-commerce and omnichannel sales strategies.
• Experience in sales forecasting, trade spend management and P&L ownership.
• Exposure to warehouse, inventory and logistics management.
• Strong commercial acumen, negotiation and stakeholder management skills.
• Hands-on, results-driven leader with the ability to balance strategic thinking and operational execution.

Key Success Measures

• Revenue Growth
• Profit Growth
• Market Share Expansion
• Brand Growth & Distribution Coverage
• Key Account Development
• Trade Promotion ROI
• Inventory Efficiency
• EBITDA / Operating Profit
• Team Performance & Employee Engagement

Ideal Candidate

A commercially astute FMCG leader with strong sales, key account management and brand-building capabilities, complemented by sufficient operational experience to oversee warehousing, logistics and customer service functions. The successful candidate is strategic, hands-on, highly accountable and capable of delivering sustainable business growth while building ahigh-performance organization.