About us
Jagota is a leading premium food import and distribution group operating regionally (Thailand, Malaysia, Philippines and Vietnam). Established in Thailand in 1997, the company markets and sells high quality products coming from Europe, US, Canada, Australia, New-Zealand, India, Indonesia, China and many other countries. With a nationwide coverage in Thailand, over 10,000m2 of warehousing capacity and daily delivery schedules, Jagota distributes through 3 main channels: modern trade (hypermarkets, supermarkets, cash & carry, convenient stores, etc.), HORECA (hotel, restaurant, catering) and online channels. The company implements international hygiene and safety standards and thrives to provide the best quality of service to our customers. Jagota Vietnam was established in Ho Chi Minh City in 2025 and ambitions to become a key player in both retail and food service, while implementing the group's core values Win, Collaborate, Learn.
About the role
The Head of Sales-Retail leads the sales of our food import and distribution business in Vietnam for the retail market (modern trade and general trade). The role is responsible for driving sales, developing strategies and managing sales teams to ensure the company's growth and expansion in the market. The position holder plays a pivotal role in building the company's presence, driving sales and structuring operations. The Head of Sales-Retail reports to the Country director and will work hand in hand with other departments and the headquarters in Bangkok.
Responsibilities
Sales Strategy & Execution
- Develop and implement the retail sales go-to-market strategy for modern trade, local/general trade and wholesalers channels.
- Identify growth opportunities by analyzing market trends, competitors and consumer behavior.
- Lead contract negotiations with local & international retailers, agents and wholesalers.
- Ensure effective product listing, pricing, promotions and merchandising across retail channels.
Team Leadership & Performance Management
- Build, lead and coach a high-performing retail sales team to achieve monthly, quarterly and annual sales targets.
- Set clear targets and objectives, track performance and drive a results-oriented culture.
- Develop sales capability through training, mentoring and field coaching.
- Implement efficient business processes to ensure seamless operations and customer satisfaction, using systems and IT tools available to monitor the performance and efficiency.
Customer & Market Development
- Monitor market trends, consumer behavior and competitor activities to adjust business strategies accordingly.
- Strengthen and expand relationships with modern trade key accounts and strategic wholesalers.
- Grow penetration in general trade and local trade by optimizing distributor networks.
- Collaborate with the marketing team to design retail activations and promotions.
- Ensure strong brand presence and align marketing efforts with commercial objectives.
Cross-functional Collaboration & Reporting
- Work closely with supply chain, logistics, finance and marketing to ensure smooth execution of sales activities.
- Provide accurate sales forecasts and reports to management.
- Ensure compliance with company policies and commercial guidelines.
- Represent the company at industry events, trade shows and conferences to promote brand awareness and establish relationships with potential partners and customers.
Key KPIs (Performance Indicators)
- Revenue growth by channel.
- Sales team performance vs. targets.
- Gross margin achievement.
- Number of new listings/doors opened.
- Distribution & coverage expansion.
- Customer satisfaction and retention.
Internal & external interactions:
Internal:
- Reports to local MD
- Works closely with operations, purchase, marketing and accounting departments
- Interaction with the Bangkok head office
External:
- B2B customers, key accounts and agents
- Suppliers (food)
- Online sales platforms (at a second stage)
Location and commitments
- Permanent full-time employment contract
- Role based in Vietnam in Phu Nhuan, Ho Chi Minh City
- Weekend work may occasionally be necessary
Candidate requirements
- Vietnam national
- Education: bachelor's or master's degree in business, sales, marketing or related field.
Experience:
- Minimum 12+ years of sales experience with at least 7 years in a senior role leading retail sales in FMCG, food or beverages.
- Strong track record in modern trade negotiation and management (Big C, Coopmart, Lotte, Vinmart, Aeon, etc.)
- Experience managing both direct retail accounts and distributor networks.
- Deep understanding of the Vietnamese market.
Skills:
- Solid leadership and people management skills with ability to drive results through large teams.
- Strong analytical, communication, and negotiation skills.
- Hands-on, entrepreneurial mindset with the ability to build and scale a business from scratch.
- High level of autonomy & resilience.
- Fluent in Vietnamese; English proficiency required.
- Demonstrates adherence and commitment to our core values: win, collaborate, learn
- References required.
