Sales Representative – General Trade

About the role

KWAL, a proud member of the Heineken family, is looking for a dynamic Sales Representative to drive growth in the General Trade channel. The role focuses on increasing sales revenue, managing existing outlets, and prospecting new accounts while building long‑term customer relationships.

Key responsibilities

• Achieve sales volume and revenue targets for the assigned territory.
• Conduct regular client visits and maintain required visit rates through effective call planning.
• Secure listings and negotiate space to improve numeric distribution of focus brands.
• Manage forward share inventory, limit out‑of‑stocks, and meet cold and ambient space targets.
• Ensure price adherence to RSP guidelines and achieve affordability targets.
• Identify and negotiate activation opportunities such as promotions, tastings, and cycles.
• Deliver orders on time and in full, meeting agreed service levels.
• Expand sales coverage by identifying new prospects using segmentation tools.
• Manage cash and credit resources to support brand growth.
• Monitor and maintain company assets (fridges, vehicles, merchandising stock) according to KWAL policies.
• Participate in setting and achieving strategic sales targets and act as a brand ambassador.

Required profile

• Proven ability to meet sales targets and drive revenue growth.
• Strong relationship‑building skills with retailers and trade partners.
• Experience in managing inventory, promotions, and trade activation.
• Ability to work independently while adhering to territory plans.

Required skills

What we offer

• Opportunity to work with a leading global beverage brand.
• Dynamic, high‑performing environment focused on innovation and purpose.
• Career growth potential within a fast‑moving organization.