Head Of Sales And Marketing

The Head of Sales is responsible for leading and developing the sales organization of Stiebel Eltron Vietnam to achieve sustainable revenue growth, profitability, market share expansion, and customer satisfaction across all sales channels nationwide.
The role oversees the development and execution of sales strategies for:
• Modern Trade (Dien May Xanh, Nguyen Kim, Cho Lon, MediaMart and other electronics retail chains)
• Traditional Trade (Distributors, Dealers, Retail Shops, Plumbing and Electrical Stores)
• Project Business (Residential, Commercial Buildings, Hotels, Hospitals, Schools, Industrial Projects)
• E-commerce and Online Channels
• Key Accounts and Strategic Partners
The Head of Sales will be accountable to achieve the following key performance indicators, aligned with the company's annual business objectives:
1. Revenue Growth (%): Achieve annual sales revenue targets and sustainable year-over-year growth.
2. Gross Profit Achievement: Deliver gross profit and margin objectives while maintaining healthy channel profitability.
3. Market Share Growth: Increase market share across key product categories and sales channels.
4. Modern Trade Sell-Out Achievement: Achieve sell-out targets across major retail chains and improve retail productivity.
5. Distributor Performance: Ensure distributors achieve sales targets, maintain healthy inventory levels, and comply with commercial policies.
6. Project Pipeline Value: Build and maintain a robust pipeline of qualified project opportunities and conversion rates.
7. Forecast Accuracy: Deliver accurate monthly, quarterly, and annual sales forecasts to support business planning.
8. Customer Satisfaction: Maintain high levels of customer satisfaction, responsiveness, and issue resolution.
9. New Dealer Acquisition: Expand market coverage through acquisition and activation of new dealers, distributors, and channel partners.
10. Team Development & Retention: Develop leadership capabilities within the sales organization and maintain strong employee retention.
11. Inventory Management: Optimize inventory turnover, stock availability, and minimize excess or obsolete inventory.
12. Working Capital Efficiency: Improve receivables management, channel inventory control, and overall cash-flow efficiency.
The Head of Sales reports directly to the General Director.
Key Responsibilities
Sales Strategy & Business Development
• Develop and execute short-term, medium-term, and long-term sales strategies to achieve company revenue, profit, and market share objectives.
• Drive nationwide sales growth for Instant Water Heaters, Storage Water Heaters, Heat Pump Systems, and Water Filtration Solutions.
• Identify business opportunities, market gaps, and new customer segments.
• Analyze market trends, competitor activities, pricing strategies, and consumer behavior.
• Develop annual sales budgets, forecasts, and business plans.
Channel Management
• Modern Trade: Develop strategic relationships with major retail chains including Dien May Xanh, Nguyen Kim, Cho Lon, and other national retailers. Negotiate annual trading terms, listing agreements, promotional plans, rebates, and commercial contracts. Drive sell-in and sell-out performance. Ensure excellent in-store execution, merchandising, product visibility, and promoter management. Monitor retail inventory health and replenishment planning.
• Traditional Trade: Build and expand distributor and dealer networks across Vietnam. Establish territory coverage and route-to-market strategies. Manage distributor performance, sales targets, inventory, and financial health. Drive dealer engagement programs and sales incentives. Develop regional growth plans and market penetration strategies.
• Project Sales: Develop relationships with developers, consultants, architects, M&E consultants, contractors, and project owners. Identify and secure project opportunities for water heaters, heat pumps, and water treatment solutions. Lead tender submissions, project negotiations, and contract management. Coordinate with technical and service teams to support project execution. Build project sales pipeline and forecast future opportunities.
• E-commerce & Online: Develop online sales strategy and partnerships with major marketplaces. Coordinate digital campaigns with marketing teams. Monitor online pricing and channel conflicts. Drive online customer acquisition and conversion.
Key Account Management
• Establish strong relationships with strategic customers and partners.
• Ensure customer satisfaction and long-term business growth.
• Lead contract negotiations and annual business reviews.
• Resolve escalated customer issues effectively.
Sales Operations & Performance Management
• Establish sales KPIs and performance measurement systems.
• Monitor revenue, gross profit, market share, and channel profitability.
• Maintain CRM systems and sales reporting tools.
• Improve sales processes, pipeline management, and forecasting accuracy.
• Ensure effective demand planning in collaboration with supply chain and operations teams.
Pricing & Profitability Management
• Develop pricing strategies aligned with market positioning and profitability targets.
• Manage channel pricing and discount structures.
• Monitor margins and ensure profitable business growth.
• Recommend corrective actions based on market developments and competitive activities.
Leadership & Team Development
• Recruit, develop, and retain a high-performing sales team.
• Lead and coach channel sales managers, key account managers, and project sales personnel.
• Build a performance-driven culture focused on accountability and customer satisfaction.
• Conduct performance reviews and succession planning.
Cross-Functional Collaboration
• Work closely with Marketing, Product Management, Service, Finance, Supply Chain, and Operations teams.
• Provide market intelligence for product development and portfolio planning.
• Ensure successful launch of new products and solutions.
Compliance & Governance
• Ensure compliance with company policies, business ethics, and legal regulations.
• Maintain accurate sales reporting, forecasting, and documentation.
• Manage sales budgets effectively.
Key Performance Indicators (KPIs) & Weighting
• Revenue Growth (%): Weight is 25%. Measurement evaluates achievement versus annual sales budget and prior year growth target.
• Gross Profit Achievement: Weight is 20%. Measurement evaluates delivery of gross profit and margin targets.
• Market Share Growth: Weight is 10%. Measurement evaluates share gains within key product categories and channels.
• Modern Trade Sell-Out Achievement: Weight is 10%. Measurement evaluates retail sell-out performance versus target across key chains.
• Distributor Performance: Weight is 5%. Measurement evaluates sales achievement, coverage expansion, inventory health, and payment compliance.
• Project Pipeline Value: Weight is 5%. Measurement evaluates qualified project opportunities and conversion rate into secured business.
• Forecast Accuracy: Weight is 5%. Measurement evaluates accuracy of monthly and quarterly sales forecasts.
• Customer Satisfaction: Weight is 5%. Measurement evaluates key account and customer satisfaction levels, complaint resolution effectiveness.
• New Dealer Acquisition: Weight is 5%. Measurement evaluates number and quality of new dealers, distributors, and channel partners recruited.
• Team Development & Retention: Weight is 5%. Measurement evaluates team capability development, succession readiness, employee engagement, and retention.
• Inventory Management: Weight is 3%. Measurement evaluates inventory turnover, stock availability, and reduction of excess or obsolete stock.
• Working Capital Efficiency: Weight is 2%. Measurement evaluates effective management of receivables, channel inventory, and cash flow impact.