Area Sales Manager

About Samyang Foods Europe
Samyang Europe B.V. is the official European subsidiary of Samyang Foods, a renowned Korean producer of premium dried noodles and iconic K-food products. As the exclusive distributor of Samyang products in Europe, we bring the bold and authentic flavors of Korea to local markets. Our flagship product, the Buldak spicy noodle series, has captivated taste buds worldwide, making Samyang a household name for those who crave intense, unforgettable spice.

Role Overview:
We are seeking an experienced commercial professional to lead the development of a dedicated European market cluster.
The Area Sales Manager acts as a Cluster Business Manager with responsibility for delivering sustainable and profitable growth through effective distributor management, retail development, route-to-market optimization, and execution excellence.
In addition to commercial ownership of the cluster, the role includes leadership responsibility for a small cross-functional team consisting of a Junior Area Sales Manager and Customer Service Specialist, with Trade Marketing support through a dotted-line reporting structure.
This role is designed as a development opportunity, providing a pathway towards future Team Lead and senior commercial leadership positions within Samyang.

Responsibilities

Business & Financial Ownership

• Deliver sales, distribution, and profitability targets for the assigned market cluster
• Manage cluster performance from Gross Sales Value (GSV) to Net Sales, including Sales Cost management
• Develop annual business plans and growth strategies for assigned markets and distributors
• Identify opportunities to improve profitability, product mix, pricing, and investment efficiency
• Support Revenue Growth Management initiatives through pricing, portfolio and promotional recommendations

Strategic Distributor Management

• Develop strategic partnerships with distributors through Annual Business Planning processes
• Conduct regular Joint Business Reviews with distributors
• Monitor distributor performance against agreed KPIs
• Build distributor capabilities in retail execution, category development and route-to-market effectiveness
• Lead distributor agreement implementation and governance processes
• Identify and develop new distributor opportunities where relevant

Retail & Account Development

• Develop retail growth plans for key customers and retail chains
• Increase numeric and weighted distribution across assigned markets
• Support listing expansion, assortment optimization, visibility and promotional execution
• Implement retailer and channel-specific strategies
• Develop stronger relationships with key retail stakeholders through distributors

Route-to-Market & Execution Excellence

• Assess route-to-market effectiveness and identify opportunities for improvement
• Support segmentation and development of Organized Trade and Ethnic channels
• Develop outlet segmentation frameworks together with distributors
• Monitor execution standards and market implementation
• Drive Perfect Store and retail activation initiatives in collaboration with Trade Marketing

Team Leadership & Capability Building

• Lead and develop a small cluster team consisting of:
  • Junior Area Sales Manager
  • Customer Service Specialist
• Provide coaching, prioritization and performance guidance
• Foster cross-functional collaboration with Trade Marketing, Supply Chain, Finance and Marketing
• Contribute to the development of future commercial capabilities across the business

Planning, Analytics & Forecasting

• Lead forecasting and sales planning activities within the cluster
• Ensure high-quality market and distributor information
• Monitor sales performance, distribution KPIs and customer profitability
• Use data and insights to identify growth opportunities and risks
• Participate in monthly business reviews and planning cycles

Requirements

• Bachelor's degree in Business Administration, Marketing, Commerce or a related field
• 5+ years of experience in FMCG sales, distributor management, key account management or business development
• Experience working with distributors, wholesalers, retailers or international markets
• Proven track record in delivering sales growth and developing commercial partnerships
• Experience managing complex customer or distributor portfolios

Preferred Experience

• Experience in European FMCG markets
• Experience within Food, Beverage, Asian Foods or Consumer Goods industries
• Experience in retail development, route-to-market management or category management
• Initial people leadership, project leadership or coaching experience is an advantage

Competencies
Commercial Leadership

• Strategic thinking
• Business planning
• Negotiation
• Financial acumen
• Revenue Growth Management mindset

Account & Distributor Management

• Relationship building
• Influencing skills
• Joint business planning
• Distributor development

Leadership

• Coaching and people development
• Cross-functional collaboration
• Decision making
• Accountability and ownership

Analytical Capability

• Data-driven decision making
• Forecasting and planning
• Business performance analysis

Benefits

• A salary that ranges between €4,750 and €6,750 gross per month
• Pension plan
• Commuting benefit
• Vitality Benefit (€50 a month)
• Lease Bike Option
• 25 days of paid time off
• Company laptop & phone
• Free Accident & WIA Gap insurance
• Great office location in the centre of Amstelveen
• An international team of highly skilled colleagues

What Success Looks Like
Within this role you will:

• Act as the General Manager of your cluster
• Deliver sustainable Net Sales growth
• Build stronger distributor partnerships
• Increase retail penetration and execution quality
• Improve profitability and commercial effectiveness
• Develop leadership capabilities for future Team Lead opportunities within Samyang Europe

Apply Today
If you are ready to take on this exciting challenge and contribute to Samyang Foods Europe's growth, we would love to hear from you!
Please submit your application and CV in English!

PLEASE NOTE: This vacancy is jointly managed with our recruitment partner Adams Multilingual Recruitment.