Field Sales Agent

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.