National Retail Sales Manager

About DHF Platforms
We are a global platform dedicated to solving the problem of food waste by revolutionizing the distribution of fresh produce in Asia. We deliver high-quality, sustainably sourced produce with complete farm-to-fork traceability. Our mission is to connect smallholder farmers with new markets, streamline supply chains to reduce food waste, and mitigate the environmental impact of farming.
Role Overview
This is the most senior retail sales leadership role at DHF, responsible for the entire retail sales function across Vietnam. You will set the national sales strategy, own the P&L for all retail revenue, build and lead the sales organisation, and represent DHF at C-suite level with the country's largest retailers. This role reports directly to the Head of Sales, VP Commercial or CEO.
Key ResponsibilitiesSales Strategy & P&L Ownership
Set and deliver the national retail sales strategy, annual targets, and multi-year growth roadmap
Own full P&L responsibility for all retail revenue across Vietnam Retail
Define go-to-market strategy for new markets, channels, and product categories
Allocate budgets, resources, and headcount across regions and accounts to maximise return
Key Retailer Relationships
Own C-suite and senior executive relationships with Vietnam's largest retail chains
Lead annual contract negotiations and strategic partnership discussions at the highest level
Represent DHF at industry events, trade shows, and retailer leadership summits
Build long-term strategic alliances that position DHF as a preferred fresh produce supplier
Organisation & Team Building
Build, structure, and lead the national sales team across all tiers (SKAMs, KAMs, KAEs, PGs)
Define roles, KPIs, and incentive structures that drive accountability and performance
Drive talent acquisition, development, and succession planning across the sales function
Foster a high-performance, data-driven culture with clear ownership and transparency
Commercial Excellence
Establish sales processes, reporting frameworks, and performance dashboards for the national team
Drive data-driven decision making across pricing, promotions, and trade investment
Lead national promotional planning and coordinate with Marketing on brand and category campaigns
Monitor market trends, competitive landscape, and category dynamics to stay ahead of the market
Cross-functional Leadership
Partner with Operations and Supply Chain to align production capacity with sales demand across regions
Collaborate with Quality and Sourcing to maintain product standards and ensure supply reliability
Work with Finance on revenue forecasting, margin management, and strategic business planning
Provide strategic input to the CEO on market opportunities, risks, and growth priorities
Key Performance Indicators
National retail revenue vs target and year-on-year growth
Gross margin and trade spend efficiency
Market share gains and national distribution coverage
Sales team retention, capability development, and succession pipeline
Strategic account health and contract renewal rate