The Senior SFE Manager is responsible for driving sales force effectiveness across Mainland China and Hong Kong Retail business including CBEC. This role acts as a strategic business partner to Commercial teams by delivering data-driven insights, optimizing sales processes, and enhancing execution excellence. The role also includes leadership responsibility for coaching a team of two SFE professionals and treat as key talent pipeline for SFE head.
Strategic Business Partnering
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Act as a trusted partner to sales and commercial leadership to drive business performance and execution excellence
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Translate business strategies into actionable SFE frameworks and initiatives
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Deliver proactive, data-driven insights to support decision-making and continuous performance improvement
Sales Force Effectiveness and Operational Excellence
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Drive continuous improvement of core SFE pillars, including target setting, incentive design, and territory alignment
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Optimize sales processes, reporting frameworks, and overall operational efficiency
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Support the deployment and enhancement of digital tools (e.g., Trade SFA, BI platforms) to improve sales productivity
Sales Performance & Analytics
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Lead the design and delivery of sales performance tracking tools (e.g., KPIs, dashboards, scorecards)
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Conduct in-depth analysis on sales performance, channel dynamics, and product trends to identify risks and opportunities and convert insights into actionable plans
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Streamline reporting structures to improve clarity, efficiency, and business relevance
Team Leadership
- Lead, coach, and develop a team of 2 SFE professionals
Qualifications & Experience
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Bachelor’s degree or above in Business, Analytics, Economics, or a related field
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8+ years of experience in SFE, Sales Operations, Commercial Excellence, or Business Analytics
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Prior experience in FMCG, healthcare, or nutrition industry preferred
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Exposure to both Mainland China and Hong Kong markets is highly preferred
Skills & Competencies：
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Solid experience in sales performance management, including target setting, incentive design, and process optimization
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Excellent stakeholder management and communication skills, with the ability to influence senior leaders
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Advanced proficiency in Excel and PowerPoint; experience with BI tools (e.g., Power BI, Tableau)
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Fluent in English and Mandarin; Cantonese is a plus
Preferred Qualifications:
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Experience in retail/trade channels or key account management support
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Familiarity with SFE tools and commercial data ecosystems
Internal
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Sales and marketing, Finance team, mainland and HK
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Sr. SFE Mgr. across other divisions
External
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SFE peers in multinational companies
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Consultants and external data providers
