Sales Trainer – F&B

Job Description

Job Summary

Your core mission is to bridge skills gaps, elevate field-execution standards, improve numeric distribution, and directly accelerate revenue growth through continuous coaching and performance evaluation.

• Develop localized sales training programs that respect regional retail dynamics, cultural nuances, and consumer trends.
• Conduct intensive field-coaching sessions (on-the-ride visits) with sales representatives to observe real-world execution.
• Train teams on perfect-store execution, maximizing Share of Shelf (SOS), improving planogram compliance, and optimizing point-of-sale visibility (POSM).
• Facilitate engaging classroom workshops and virtual training sessions utilizing adult learning methodologies.
• Upskill sales representatives on identifying upselling and cross-selling opportunities across traditional, modern, and food service channels.
• Perform routine post-training assessments and deliver concrete, actionable feedback to sales managers.
• Utilize CRM and Distributor Management Systems (DMS) to track team progress and identify individual underperformers.
• Maintain data-driven dashboards outlining completed certifications, ongoing programs, and field-readiness metrics.
• Conduct routine skills gap analyses across regional sales teams to uncover performance bottlenecks.
• Build structured training curricula covering B2B sales methodologies, negotiation tactics, route-to-market strategies, and objection handling.
• Create dynamic physical and digital learning materials, including interactive e-learning modules, pitch decks, product fact sheets, and role-play playbooks.

• Education: Bachelor's degree in Business Administration, Marketing, Human Resources, or a related field.
• FMCG Industry Experience: Minimum 3–5 years of proven hands-on sales experience within the F&B FMCG sector.
• Training Experience: Minimum 2–3 years working specifically as a Sales Trainer, Sales Coach, or instructional designer in a corporate environment.
• Certifications: Professional training credentials (e.g., ATD, CIPD, Certified Sales Trainer) are highly preferred.

• Route-to-Market Deep Knowledge: Mastery over Modern Trade (Hypermarkets, Supermarkets), Traditional/General Trade (Groceries, Wholesale), and HORECA (Hotels, Restaurants, Cafes) structures.
• Tech Literacy: Proficiency in CRM software (e.g., Salesforce, SAP), Distributor Management Systems (DMS), and popular E-learning/LMS platforms.
• Analytical Ability: Strong skills in parsing commercial sales reports, tracking volume/value targets, and translating sales data into tailored training modules.