RTM & Sales Capability Manager

RTM & Sales Capability Manager

The RTM & Sales Capability Manager is a mid-level management position responsible for designing and implementing Route-to-Market strategies, developing the distribution system, and building sales capabilities across all B2C channels (GT, MT, KA, Horeca, CVS, eCommerce, and Distributors). The role ensures that a multi-category portfolio is deployed effectively by channel through Distribution Blueprint/Coverage Model, Product-Channel Fit, Category Playbook, in-store execution standards, data/KPIs, and training and coaching. The position also governs sales processes, DMS, compliance, and sales auditing, while collaborating with Sales Ops, Trade Marketing/Marketing, Supply Chain, BU Owners, and relevant functions to improve sales productivity, expand coverage, and develop successors.

KEY RESPONSIBILITIES

1. Route-to-Market Strategy & Distribution System Development

• Develop the full-portfolio distribution strategy and Distribution Blueprint/Coverage Model for B2C channels; define channel roles, channel priorities, coverage, outlet segmentation, and new channel expansion opportunities.
• Develop the Product-Channel Fit Matrix, category-specific Category Playbooks, and channel pricing structures to ensure portfolio fit and effective deployment.
• Identify category growth drivers and channel penetration priorities, and pilot category expansion in priority provinces and channels.

2. Sales Team Capability Development

• Implement Best Practices Tools & Programs and standardize the Sales Toolkit, including selling stories, objection handling, pitch decks, catalogues, sampling guidelines, and sales management tools/templates.
• Design capability roadmaps/Sales Academy programs covering basic, category, and channel excellence levels and guide consistent field application.
• Monitor sales performance and sales-system health, develop monthly improvement plans, and ensure compliance with company regulations, processes, and policies.

3. Training and Coaching

• Develop market-relevant training plans; conduct training-needs assessments, onboarding, and training-material design for sales managers, supervisors, and staff.
• Coordinate with Brand/Trade/Customer Service and relevant functions to deliver product launch, product/category, selling-story, and objection-handling training for multi-category selling.
• Conduct on-field coaching with ASM/RSM/Channel Sales Heads and capability teams, and follow up, review, and evaluate post-training and on-field competency results.
• Develop and manage the budget for sales training and capability development activities.

4. Execution, Data & KPI Management

• Develop multi-category Sales KPIs and partner with Sales Operations to track and analyze sell-in/sell-out, distribution, category performance, and sales productivity data.
• Design In-store Execution/Perfect Store standards for GT, MT, Horeca, and CVS, including display requirements, category flow, and visibility criteria by category and channel.
• Track key indicators including Weighted Distribution, Numeric Distribution, channel penetration per category, categories deployed by channel, Perfect Store Score, Rate of Sales, visibility compliance, rollout speed, and sell-out growth.
• Conduct regular market visits and Retail Audits to assess execution, identify gaps, and recommend improvement actions.

5. Channel & Category Development

• Identify potential categories and category growth strategies for each B2C channel and prioritize categories based on channel role and potential.
• Partner with Marketing/Trade Marketing to develop activation, POSM/sampling/demo, and product-trial programs aligned with channel and category objectives.

6. Business Operation Processes and Regulations

• Develop and standardize sales processes, regulations, and DMS governance to optimize sales effectiveness and business operations.
• Communicate, guide, and review implementation to ensure relevant Sales teams correctly understand and consistently apply policies, regulations, and operating tools.

7. Cross-functional Alignment

• Coordinate with Supply Chain on inventory, allocation, and supply availability, and work with BU Owners to translate BU strategies into channel actions.
• Partner with Sales Ops, Marketing, and Trade Marketing to ensure data, shopper/market insights, support programs, and resources are aligned with channel objectives.

8. Talent & Succession Development

• Collaborate with HR, L&D, and Sales managers to develop career development roadmaps for the sales team.
• Conduct periodic assessments to identify high-potential employees and develop mentoring/coaching plans to prepare future Sales management successors.
• Build reward and recognition programs to motivate the sales team and reinforce performance.

9. Sales Auditing

• Develop and manage the budget for sales audits across regions and areas.
• Conduct field audits of sales programs, policies, regulations, and execution standards to ensure complete and compliant implementation.
• Based on distribution-system/Retail Audit results, recommend process and operating-model improvements suited to current business conditions.

10. Other Duties

• Other duties as assigned by the line manager.

QUALIFICATIONS

Education

• Bachelor's degree in Economics, Business Administration, Marketing or related fields.

Related Experiences

• Minimum 5 years of FMCG experience, preferably in RTM / Sales Excellence / Distributor Management, including at least 3 years in a managerial role. Multi-category experience and hands-on exposure to GT, MT, KA, Horeca, and CVS are required; eCommerce knowledge is an advantage.

Essential Capabilities

• Strong change management abilities, multitasking skills, and resilience under pressure.
• Strong leadership, communication, negotiation, and cross-functional collaboration skills, with the ability to influence across organizational levels.
• Strong understanding of FMCG sales systems, distributor/DMS operations, and GT, MT, KA, Horeca, and CVS channels; eCommerce knowledge is an advantage.
• Strong data analysis, planning, and KPI/coverage-model development and management skills.
• Strong training, field coaching, and sales capability development skills.

BENEFITS:

• Competitive salary package.
• 13th-month salary and performance bonus.
• Comprehensive healthcare insurance.
• Lunch and phone allowance.
• Training and career development opportunities.
• Employee engagement activities.
• Long-term incentives

Work Location: 63 Cao Thang, HCM