Business Development Manager, On-Trade

Company Overview

Asahi’s maiden foray into Southeast Asia started back in 2011 with the acquisition of a well-established soft drink company, followed by expansion into the dairy market in 2014. In 2019, Asahi Holdings Southeast Asia (AHSEA) was established to develop and grow the region by delivering high quality, great tasting beverages for the rapidly growing young 700 million SEA population. Today, with 2000 employees, good R&D and production facilities, we produce a diverse range of beverages for not only SEA countries but also export to more than 30 international markets.

Capital F&B Pte Ltd is a Singapore-based beverage company and a joint venture with Asahi Group Holdings. We are responsible for the sales, marketing, and distribution of Asahi’s premium beer portfolio in Singapore, including globally renowned brands such as Asahi Super Dry, Peroni Nastro Azzurro, Pure Blonde and Pilsner Urquell. Guided by Asahi’s philosophy and commitment to quality, we strive to deliver great taste experiences and bring more fun to life for our customers and consumers in Singapore.

Main Purpose of the Job

The Business Development Manager, On-Trade is responsible for winning new business and growing assigned on-trade accounts, to deliver sales targets, increase value per outlet (VPO) and expand market share. This is a high-impact, front-line commercial role for a self-driven hunter who thrives on opening doors, closing deals and building profitable, long-term partnerships. You will own your territory and accounts end-to-end—from prospecting and pitching to negotiation, onboarding and growth.

Accountabilities & Deliverable

1. Win New Business (Hunting)

• Identify, target and secure high-potential on-trade outlets including bars, restaurants, country clubs, KTVs, hotels and premium venues.
• Build and manage a strong pipeline through structured prospecting, cold outreach and active local networking.
• Lead commercial negotiations including pricing, listings, proposals and contract terms.

2. Grow and Defend Existing Accounts

• Own and grow assigned accounts through disciplined call cycles, regular reviews and clear growth plans.
• Drive increased rate of sales, menu listings and draught tapping opportunities.
• Strengthen customer relationships through consistent follow-ups, fast problem-solving and value-added support.

3. Market & Competitive Intelligence (Local Expert)

• Stay ahead of on-trade and consumer trends, including new venue openings, changes in drinking occasions and competitor activity.
• Share market insights and propose action plans to improve productivity and market share.
• Collaborate closely with Trade Marketing to customize promotions, develop POSM and enhance brand visibility.

4. Reporting & Execution

• Prepare and submit regular sales reports, forecasts and pipeline updates.
• Ensure disciplined execution aligned with company objectives and brand standards.

Qualifications

• Minimum 5+ years of on-trade sales experience in the FMCG industry, preferably within the beverages sector in Singapore.
• Strong commercial mindset with a proven track record of achieving or exceeding sales targets.
• Excellent communication, negotiation, and relationship-building skills.
• Effective collaborator with internal teams and external partners.
• Demonstrated creative problem-solving and ability to work independently in a fast-paced environment.

Tagged as: Pipeline Management