Business Development Assistant

Business Development Executive – Singapore & Malaysia

Job Summary

We are looking for a proactive and results-driven Business Development Executive to drive business growth across Singapore and Malaysia. The role will focus on developing new customers, expanding existing accounts, securing new retail and foodservice opportunities, and building strong relationships with distributors and business partners.

The ideal candidate should have a strong sales mindset, good knowledge of the local FMCG / food industry, and the ability to identify opportunities and turn them into actual business.

Key Responsibilities

Business Development & Sales

• Identify and develop new business opportunities across Singapore and Malaysia.
• Source and approach potential customers, including retailers, supermarkets, distributors, wholesalers, foodservice operators, restaurants and cafes.
• Introduce and promote the company’s products and brands to potential customers.
• Arrange product presentations, meetings, sampling and product trials.
• Prepare quotations and commercial proposals and follow up closely to convert leads into orders.
• Achieve monthly and annual sales targets.

Customer & Account Management

• Develop and maintain strong relationships with existing customers.
• Manage customer enquiries, orders, pricing, promotions and product requirements.
• Identify opportunities to increase sales through additional SKUs, new products, new outlets and promotional activities.
• Regularly follow up with customers to understand their needs and gather market feedback.
• Handle customer issues professionally and coordinate with internal teams to provide timely solutions.

Retail & Market Development

• Develop new retail accounts and secure new product listings.
• Visit supermarkets, retailers and foodservice outlets to understand market conditions and identify opportunities.
• Monitor competitors' products, pricing, promotions, packaging and market positioning.
• Work with customers on product launches, promotions, sampling and in-store activities.
• Support merchandising and ensure products are properly presented and available at outlets where required.

Distributor Development

• Identify and develop potential distributors in Singapore and Malaysia.
• Build long-term relationships with distributors and business partners.
• Monitor distributor sales performance, stock levels and market coverage.
• Work with distributors to expand outlet coverage and improve product movement.

Market Expansion

• Identify new channels, territories and customer segments for the company's brands and products.
• Conduct market research and provide management with feedback on market trends and customer preferences.
• Attend trade shows, exhibitions, networking events and business meetings to generate new leads.
• Support new product launches and market-entry strategies.

Internal Coordination

• Work closely with Sales, Marketing, Operations, Logistics, Warehouse, Finance and Production teams to ensure smooth order fulfilment.
• Communicate customer requirements clearly and follow up on product availability, production and delivery schedules.
• Ensure customers receive accurate and timely updates.
• Follow up on outstanding payments where required and work with Finance to maintain healthy accounts.

Requirements

• 2–5 years of experience in Business Development / Sales, preferably in FMCG, food, beverage, foodservice or distribution.
• Experience with Singapore and/or Malaysia retail or foodservice markets is an advantage.
• Strong communication, negotiation and interpersonal skills.
• Good sales and commercial acumen with a proven ability to close deals.
• Proactive, independent and target-oriented.
• Strong follow-up and customer relationship management skills.
• Willing to travel within Singapore and Malaysia for customer visits and business development.
• Good command of English; Mandarin / Bahasa Malaysia is an advantage.
• Possess a valid driving licence is an advantage.

Ideal Candidate

• Hungry for sales and business growth
• Confident in approaching new customers and opening doors
• Strong in follow-up and closing deals
• Able to build long-term customer relationships
• Practical, hands-on and willing to visit outlets personally
• Able to work independently and take ownership of opportunities from lead generation → customer meeting → product trial → listing → first order → repeat business
• Willing and able to work on weekends or public holidays when required, particularly for customer visits, trade shows, exhibitions, promotional activities, sampling events, and market activations.
• Flexible working attitude with the ability to adjust working hours according to business and customer needs.