National Retail Sales Manager

We are a global platform dedicated to solving the problem of food waste by revolutionizing the distribution of fresh produce in Asia. We deliver high-quality, sustainably sourced produce with complete farm-to-fork traceability. Our mission is to connect smallholder farmers with new markets, streamline supply chains to reduce food waste, and mitigate the environmental impact of farming.

This is the most senior retail sales leadership role at DHF, responsible for the entire retail sales function across Vietnam. You will set the national sales strategy, own the P&L for all retail revenue, build and lead the sales organisation, and represent DHF at C-suite level with the country’s largest retailers. This role reports directly to the Head of Sales, VP Commercial or CEO.

• Set and deliver the national retail sales strategy, annual targets, and multi-year growth roadmap
• Own full P&L responsibility for all retail revenue across Vietnam Retail
• Define go-to-market strategy for new markets, channels, and product categories
• Allocate budgets, resources, and headcount across regions and accounts to maximise return

• Own C-suite and senior executive relationships with Vietnam’s largest retail chains
• Lead annual contract negotiations and strategic partnership discussions at the highest level
• Represent DHF at industry events, trade shows, and retailer leadership summits
• Build long-term strategic alliances that position DHF as a preferred fresh produce supplier

• Build, structure, and lead the national sales team across all tiers (SKAMs, KAMs, KAEs, PGs)
• Define roles, KPIs, and incentive structures that drive accountability and performance
• Drive talent acquisition, development, and succession planning across the sales function
• Foster a high-performance, data-driven culture with clear ownership and transparency

• Establish sales processes, reporting frameworks, and performance dashboards for the national team
• Drive data-driven decision making across pricing, promotions, and trade investment
• Lead national promotional planning and coordinate with Marketing on brand and category campaigns
• Monitor market trends, competitive landscape, and category dynamics to stay ahead of the market

• Partner with Operations and Supply Chain to align production capacity with sales demand across regions
• Collaborate with Quality and Sourcing to maintain product standards and ensure supply reliability
• Work with Finance on revenue forecasting, margin management, and strategic business planning
• Provide strategic input to the CEO on market opportunities, risks, and growth priorities

• National retail revenue vs target and year-on-year growth
• Gross margin and trade spend efficiency
• Market share gains and national distribution coverage
• Sales team retention, capability development, and succession pipeline
• Strategic account health and contract renewal rate

• 10+ years in sales leadership within FMCG, fresh produce, or food distribution, with at least 5 years in a national or senior regional management role
• Bachelor’s degree in Business, Marketing, or related field; MBA strongly preferred
• Proven track record of building and scaling high-performing sales teams from the ground up
• Deep knowledge of Vietnam’s modern trade retail landscape — supermarkets, hypermarkets, convenience, and e-commerce grocery
• P&L management experience with demonstrated, sustained revenue growth
• Executive presence — comfortable presenting to C-suite, board-level, and investor audiences
• Strategic vision combined with hands-on execution capability
• Vietnamese (native); professional English required