Sales Executive (New Business Development)

About the Role

This is a hunting role focused on winning new accounts — restaurants, hawkers, wet market stallholders, and food manufacturers — not managing an existing portfolio.

Key Responsibilities

• Proactively identify and approach new business through cold calls, referrals, and market/site visits

• Build and convert a pipeline of new accounts across restaurants, hawkers, wet market stallholders, and food manufacturers

• Understand customer needs and pitch frozen seafood product range

• Negotiate terms and onboard new accounts, working with the Front Office team on order fulfilment

• Visit customers in the field regularly, including trade and wet markets

• Build relationships that convert new accounts into recurring business

• Report on pipeline progress and sales activity

Requirements

• Proven track record in B2B sales; experience in F&B, food trade, or wholesale an advantage

• Genuine new-business / hunting orientation — comfortable with cold outreach, not just managing existing accounts

• Resilient and persistent, able to handle rejection without losing momentum

• Valid Class 3 driving licence and willing to travel to customer sites, including early-morning market visits when needed

• Bilingual or multilingual preferred (English plus Mandarin or a dialect such as Hokkien, Teochew, or Cantonese; Malay a plus), given a diverse customer base

• Comfortable building a territory from scratch as the company's first dedicated salesperson

Compensation

Attractive base salary plus tiered commission based on fully collected sales — the more new accounts secured, the more earned.

Working Hours

Full-time, primarily weekdays with flexibility for customer and market visits (early-morning visits may occasionally be required)