Job Overview

The Field Sales Agent is accountable for expanding our premium F&B retail brand's market presence across modern trade, general trade, specialty stores, and FMCG channels. The job is responsible for building lasting customer relationships, promoting our high-quality products inspired by European coffeehouse culture, and driving sell-in and sell-out performance at the retail level. The Field Sales Agent requires a proactive, results-driven individual with a passion for lifestyle brands and a deep appreciation for craftsmanship, quality, and cultural storytelling.

Responsibilities

Sales & Business Development

Execute field sales strategies to achieve daily, weekly, and monthly sales targets across designated territories.
Identify and approach new retail opportunities including independent stores, specialty outlets, and major supermarket chains.
Ensure proper product placement, visibility, and brand presence across all assigned sales points.
Build and maintain strong, long-term relationships with key decision-makers and store managers.
Negotiate shelf space, promotional activities, and in-store marketing opportunities to enhance product presence.

Brand Representation & Customer Engagement

Serve as a brand ambassador, representing the values of craftsmanship, quality, and cultural storytelling.
Educate retail staff and end consumers on the features, benefits, and usage of our coffee beans, tea, chocolates, and lifestyle merchandise.
Conduct sampling, product demos, and mini activations in collaboration with the marketing team.
Gather insights on customer preferences, competitor activities, and market trends.

Retail Operations & Merchandising

Ensure that all assigned stores are fully stocked, well-merchandised, and aligned with brand guidelines.
Monitor inventory levels and coordinate with the supply chain or distributor to manage timely replenishments.
Regularly audit retail displays, ensure correct pricing and promotional materials are in place.
Submit daily reports, sales data, and field feedback using the designated CRM or reporting tools.

Promotional Campaigns & Collaboration

Support marketing-led retail campaigns by coordinating execution on the ground.
Participate in planning and implementation of seasonal product rollouts and limited edition launches.
Collaborate with the marketing and product teams to relay field insights and customer reactions.

General Accountabilities

Uphold company values throughout business practices and utilise sound judgment in decision making.
Any other additional duties as may be required by management based on needs of the business.

Requirements

A minimum of 1-3 years of field sales experience, ideally within premium F&B, FMCG, or lifestyle retail brands.
Proven track record of achieving sales targets and building strong retail relationship
Experience in modern trade or general trade channels is an advantage.

Field Sales Agent

Outdoor Field Sales Agent