National Sales Manager (Consumer Electronics Products)

The candidate required to work at Jakarta, Indonesia.

Client Overview

Our client is a fast-growing Indonesian manufacturing and commercial group operating across consumer electronics, electrical products, lighting, and industrial technology.

The group has evolved from an import and trading business into an integrated domestic manufacturing organization with multiple production and warehousing facilities and a nationwide distribution network. With rapid business expansion and an entrepreneurial operating environment, the company is continuing to strengthen its commercial organization and expand market penetration across Indonesia.

The group serves a broad range of traditional electrical retailers, distributors, wholesalers, building material stores, modern retail channels, contractors, and institutional customers, with a strong focus on developing scalable distribution and sales capabilities.

Job Role

The National Sales Manager will lead the company's nationwide commercial sales strategy, focusing on revenue growth, market penetration, distributor development, pricing, and channel expansion across Indonesia.

Reporting directly to the CEO, this role is designed for a hands-on commercial leader who can build markets rather than simply maintain existing accounts. The successful candidate will be expected to identify untapped markets, develop regional distributor and sub-dealer networks, strengthen traditional trade channels, and translate market and sales data into practical commercial strategies.

The role will also lead and develop Area Sales Managers (ASMs) and Regional Sales Managers (RSMs), improving their analytical, strategic, and account management capabilities while working closely with internal sales analytics resources to identify growth opportunities and maximize product margins.

Key Responsibilities

• Develop and execute nationwide sales and distribution strategies to expand market coverage and revenue.
• Identify and penetrate untapped markets, particularly secondary and tertiary cities with strong growth potential.
• Build new regional distributor, wholesaler, sub-dealer, and retail networks from the ground up.
• Strengthen relationships with existing distributor and wholesale partners while identifying opportunities for channel expansion.
• Conduct regular market visits and engage directly with distributor owners, wholesalers, retailers, and key commercial customers.
• Analyze competitor pricing, trade discounts, rebate structures, promotional programs, product positioning, and channel strategies.
• Develop agile pricing and margin strategies that remain competitive while protecting company profitability.
• Collaborate with internal Sales Data Analysts to interpret sell-in, sell-out, inventory aging, regional sales velocity, and other commercial data.
• Identify high-potential SKUs, regional growth opportunities, and product portfolios based on market and sales performance.
• Provide commercial input for demand forecasting and inventory allocation across manufacturing and warehousing facilities.
• Develop regional sales plans, revenue targets, channel strategies, and market penetration initiatives.
• Lead, mentor, and evaluate Area Sales Managers and Regional Sales Managers across multiple regions in Indonesia.
• Upgrade sales teams from transactional order-taking toward strategic account management, consultative selling, and data-driven commercial execution.
• Conduct joint field visits with sales teams to major wholesale and distribution hubs.
• Monitor regional sales performance, distributor productivity, pipeline development, market coverage, and achievement against commercial targets.
• Identify underperforming territories and develop corrective action plans to improve sales productivity and market penetration.
• Collaborate with Product, Marketing, Supply Chain, Production, Finance, and Data teams to ensure commercial strategies are aligned with business objectives.
• Provide regular sales forecasts, market intelligence, competitor updates, and commercial recommendations to the CEO and senior management.

Candidate Requirements

• Minimum Bachelor's Degree in Business, Marketing, Electrical Engineering, Industrial Engineering, or a related discipline.
• National Sales Manager: Minimum 7–10+ years of commercial sales experience within electrical, lighting, consumer electronics, or related product categories, including at least 3+ years in a National Sales Manager or Senior Regional Sales leadership role.
• Regional Sales Manager – Alternative Candidate: Minimum 5+ years of strong regional channel sales experience in lighting, electrical products, consumer electronics, or related categories, with proven experience managing ASMs and expanding distributor networks.
• Direct sales experience with LED lighting, electrical cables, switches, sockets, MCBs, extension plugs, or general consumer electrical hardware is strongly preferred.
• Deep understanding of traditional electrical distribution channels, including toko listrik, wholesalers, regional distributors, and building material stores across Indonesia.
• Proven track record in opening new markets, developing distributor networks, increasing market coverage, and delivering revenue growth.
• Strong understanding of pricing structures, trade discounts, rebates, promotional programs, distributor margins, and channel economics.
• Strong ability to interpret sales and market data and translate findings into pricing, product, inventory, and regional growth strategies.
• Strong negotiation skills with distributor owners, wholesalers, retailers, contractors, and other commercial stakeholders.
• Proven experience leading, mentoring, and developing regional sales teams.
• Experience working within family-owned local Chinese companies, privately held groups, or Chinese-invested companies in Indonesia is strongly preferred.
• Entrepreneurial and hands-on builder mindset, with the ability to operate effectively in a lean, fast-paced, and high-growth business environment.
• Comfortable working with limited resources and taking direct ownership of market expansion initiatives.
• Candidates whose experience is primarily within highly structured MNC environments, where success depends heavily on large brand budgets, extensive corporate support, or mature distribution systems, may not be suitable for this role.
• Strong commercial drive, resilience, initiative, and willingness to spend significant time in the field.
• Business English proficiency, both written and spoken.

Job Code: #897