Job Description
Head of Sales – ChaiChun
Department: Sales & Business Development
Industry: Tea / FMCG / Beverage
About Chaichun
Chaichun is a growing tea brand focused on delivering premium-quality tea experiences through innovation, consistency, and strong market presence. We are looking for a highly driven and experienced Head of Sales who comes exclusively from the tea industry background and understands the dynamics of tea sales, distribution, and market expansion.
Position Summary
The Head of Sales will be responsible for leading the overall sales strategy, revenue growth, distribution expansion, and key account management for the company. The ideal candidate must possess deep expertise in the tea sector, established industry relationships, and a proven track record of scaling tea brands across retail, wholesale, HoReCa, modern trade, and distribution channels.
Key Responsibilities
Sales Strategy & Revenue Growth
· Develop and execute national sales strategies aligned with company growth objectives.
· Drive revenue generation across retail, wholesale, institutional, distributor, and HoReCa channels.
· Identify and expand new business opportunities in domestic and international markets.
· Achieve monthly, quarterly, and annual sales targets.
Distribution & Market Expansion
· Build and strengthen distributor and dealer networks across key markets.
· Increase product availability and market penetration.
· Monitor market trends, competitor activities, and customer preferences within the tea industry.
Team Leadership
· Lead, mentor, and manage the sales team to ensure high performance and target achievement.
· Set KPIs, sales goals, and performance review mechanisms.
· Foster a result-oriented and growth-driven sales culture.
Key Account Management
· Develop strong relationships with major buyers, distributors, retailers, exporters, and institutional clients.
· Lead commercial negotiations and long-term partnership agreements.
· Ensure strong customer retention and satisfaction.
Business Planning & Reporting
· Prepare sales forecasts, budgets, and market expansion plans.
· Analyze sales data and generate actionable business insights.
· Coordinate with operations, production, and supply chain teams for demand planning and inventory management.
Candidate Requirements
v Mandatory Requirement
· Candidate must have prior experience exclusively in the Tea Industry.
· Applications from candidates outside the tea sector will not be considered.
Experience
· 10–15+ years of experience in tea sales/business development.
· Minimum 5 years in a senior sales leadership role.
· Strong understanding of tea products, tea sourcing, blending, pricing, and market dynamics.
Skills & Competencies
· Strong leadership and people management skills.
· Excellent negotiation and business development capabilities.
· Proven experience in building distributor and sales networks.
· Strong commercial acumen and strategic thinking.
· Excellent communication and presentation skills.
Education
· Bachelor’s degree in Business, Marketing, Commerce, or related field.
· MBA preferred.
· Preferred Profile
· Experience in packaged tea, premium tea, private label, or export business.
· Existing network within tea distributors, wholesalers, retailers, and institutional buyers.
· Ability to travel extensively for business development activities.
Compensation & Benefits
· Competitive salary package
· Performance-based incentives
· Travel allowance and business reimbursements
· Leadership growth opportunities within a fast-growing tea brand
Application Note
Only candidates with a strong and proven tea industry background will be shortlisted for this position.
Work Location: In person
