National Head of Sales - FMCG Retail General Trade & SMEs

This role requires the candidate to work in Cipondoh, Tangerang, Indonesia.

Client Overview
Our client is an Indonesian fintech company specializing in merchant payment solutions, smart POS ecosystems, and digital transaction technologies for SMEs and retail merchants. Established in 2019, the company has rapidly expanded its market presence through integrated payment applications, Cloud Speaker products, and miniPOS solutions designed to accelerate financial accessibility and merchant digitalization across Indonesia.

Backed by strategic regional technology partnerships and international fintech expertise from Indonesia, China, Hong Kong, and Singapore, the company is currently entering an aggressive nationwide expansion phase focused on building large-scale merchant distribution networks and strengthening Indonesia's digital payment ecosystem.

Job Role
The Head of Sales is a senior commercial leadership position responsible for building and leading the company's nationwide sales, distribution, and merchant acquisition infrastructure across Indonesia. This role will oversee regional territory planning, distributor network expansion, multi-channel sales execution, and KPI governance to maximize product penetration for Cloud Speaker and miniPOS solutions.

Operating with high autonomy, the successful candidate will act as the company's primary commercial architect, driving nationwide business growth through FMCG-style distribution strategies, aggressive territory expansion, and structured sales performance management while coordinating closely with marketing, finance, and product development teams.

Key Responsibilities

• Build, structure, and lead a nationwide sales organization focused on merchant acquisition and hardware distribution expansion.
• Design and implement regional territory strategies and multi-tier distributor frameworks across Indonesia.
• Develop and manage sales pipelines across Modern Trade (MT), General Trade (GT), wholesalers, sub-distributors, and field agent channels.
• Establish measurable KPI governance systems and monitor regional sales performance through structured reporting frameworks.
• Drive nationwide sales growth, merchant penetration, and territory expansion initiatives.
• Coordinate closely with Marketing, Product Development, and Finance teams to optimize product launches and promotional campaigns.
• Manage distributor relationships, pricing structures, sales margins, and commercial governance activities.
• Monitor competitor activities, market developments, and merchant behavior trends to support strategic decision-making.
• Deliver executive-level pipeline reporting and business performance updates directly to senior leadership teams.
• Travel extensively across Indonesia to support distributor onboarding, sales audits, customer engagement, and regional business expansion activities.

Requirements

• Bachelor's Degree in Business Administration, Marketing, Economics, Management, or related commercial disciplines.
• Minimum 10 years of professional experience with strong exposure to national sales leadership and large-scale distribution management environments.
• Proven background operating at Head of Sales, National Sales Manager, Commercial Director, or equivalent leadership level.
• Strong experience within FMCG, fintech hardware distribution, payment terminal ecosystems, merchant acquisition, or high-volume commercial distribution industries.
• Demonstrated success building nationwide distribution networks and scaling territory-based sales infrastructures from scratch.
• Deep understanding of Modern Trade (MT), General Trade (GT), wholesalers, field agents, and multi-layer distributor ecosystems.
• Strong KPI governance, sales performance management, and nationwide territory planning capabilities.
• Experience managing nationwide field sales teams and high-volume merchant acquisition operations.
• Strong negotiation, leadership, stakeholder management, and business expansion capabilities.
• Willingness to travel extensively across Indonesia for regional business operations and distributor management activities.
• Professional communication skills in either English or Chinese are required for multinational reporting and cross-border coordination.

Job Code: #694