About this role
• POSITION OVERVIEW
To lead and drive the company's overall sales strategy, profitable revenue and Net Revenue (NR) growth, and profitability by overseeing both New Business Development (Sales Hunters) and Key Account Management (KAM).
The Sales Director is responsible for developing new business opportunities, expanding existing customer relationships, maximizing customer profitability, and ensuring the sales organization achieves its annual budget and strategic business objectives.
In addition to leading the sales organization, the Sales Director is expected to remain personally active in business development and strategic account growth, with an individual Business Development growth target, particularly for larger strategic opportunities, and direct responsibility for delivering growth within selected key accounts.
This role requires a strong commercial leader who can balance new customer acquisition with sustainable and profitable growth from existing accounts, while ensuring strong performance in Revenue, NR, Gross Profit (GP), customer profitability, pipeline quality, and forecast accuracy.
The Sales Director is expected to remain close to the market and customers and personally contribute to the company's commercial growth, rather than operating solely as a sales management function.
• KEY RESPONSIBILITES
• Sales Strategy, Budget & Profitability
• Develop and implement the annual sales strategy, revenue and NR growth plans, gross profit targets, sales budgets, and business development plans.
• Translate company objectives into measurable sales targets for the Sales Director's personal commercial contribution, Sales Hunters, and KAMs.
• Establish sales budgets by salesperson, customer, business unit, product, and trade lane, where appropriate.
• Monitor Revenue, NR, Gross Profit (GP), GP margin, customer profitability, and sales productivity against budget.
• Maintain a personal Business Development growth target, particularly for larger and strategic commercial opportunities.
• Personally contribute to business growth by identifying, developing, and supporting the conversion of significant new business opportunities.
• Maintain direct commercial responsibility for delivering profitable growth within selected strategic key accounts.
• Identify growth opportunities across Air Freight, Ocean Freight, Road Freight, Contract Logistics, and other relevant logistics services.
• Ensure sales growth is commercially sustainable and aligned with the company's profitability requirements.
• Review sales performance regularly and implement corrective actions where revenue, NR, profitability, or other commercial targets are at risk.
• New Business Development – Sales Hunters
• Lead the acquisition of new customers and the development of new revenue streams.
• Establish clear targets for new customer acquisition, Revenue, NR, Gross Profit, qualified pipeline development, and conversion.
• Develop a structured sales pipeline covering prospecting, qualification, customer meetings, RFQs, quotations, negotiations, and business conversion.
• Ensure Sales Hunters focus on customers with meaningful Revenue, NR, GP, and strategic potential, rather than simply increasing the number of new accounts.
• Review pipeline quality, sales opportunities, win/loss ratios, conversion rates, and expected profitability of new business.
• Ensure new customers generate sufficient NR and gross profit to justify the cost of sales resources and customer onboarding.
• Work closely with Operations, Pricing, Product, and Procurement teams to ensure new business can be serviced efficiently and profitably.
• Build relationships with strategic prospects and personally participate in major customer negotiations and larger strategic opportunities when required.
• Ensure Sales Hunters remain primarily accountable for new business acquisition, qualified pipeline development, and conversion.
• Key Account Management – Existing Customers
• Lead the strategy for retaining, developing, and maximizing the growth and profitability of existing customers.
• Establish account development plans for strategic and major customers.
• Set clear targets for KAMs covering customer retention, Revenue growth, NR growth, profitability, account development, and share of wallet.
• Maintain direct responsibility for delivering growth within selected strategic key accounts, including Revenue, NR, profitability, and broader business opportunities.
• Ensure KAMs understand each customer's business, logistics requirements, decision-making structure, growth potential, and competitive landscape.
• Drive cross selling and upselling opportunities across service products, trade lanes, and geographical markets.
• Increase share of wallet within existing strategic accounts by identifying and converting additional business opportunities.
• Ensure regular business reviews are conducted with strategic customers, supported by performance data and improvement or account development plans.
• Monitor Revenue, NR, GP, and customer profitability, and address underperforming accounts through pricing reviews, scope adjustments, or service improvements.
• Lead escalation and recovery plans for major customer issues that may threaten retention or future business.
• Strengthen relationships with regional and global account owners to maximize opportunities within multinational customers.
• Ensure KAMs remain primarily accountable for retention, profitable account growth, NR, profitability, and share-of-wallet development.
• Sales Performance Management & Team Leadership
• Establish clear KPIs, performance expectations, and individual accountability for Sales Hunters and KAMs.
• Ensure KPIs appropriately reflect the different responsibilities of Hunters and KAMs.
• Conduct regular one-to-one reviews and monthly sales performance meetings.
• Evaluate performance against Revenue, NR, GP, new business wins, account growth, pipeline quality, conversion, customer retention, profitability, and forecast accuracy, as applicable to each role.
• Ensure Sales Hunters are measured primarily on new business acquisition, qualified pipeline development, conversion, new customer Revenue, NR, and GP.
• Ensure KAMs are measured more heavily on customer retention, existing-account growth, NR, profitability, cross-selling, upselling, and share-of-wallet growth.
• Coach sales team members on prospecting, negotiation, pricing discipline, account planning, and commercial strategy.
• Identify capability gaps and develop training, succession, and talent development plans.
• Ensure sales resources are allocated effectively between new business development and existing account management.
• Address underperformance through structured improvement plans and measurable follow-up actions.
• Foster a performance-driven culture focused on ownership, collaboration, accountability, and profitable growth.
• Pricing, Commercial Governance & Risk Control
• Ensure quotations and customer pricing comply with company pricing policies, target GP margins, profitability requirements, and delegated approval limits.
• Review major RFQs, tenders, contracts, and strategic pricing proposals before submission, where required.
• Challenge opportunities that offer insufficient NR, GP, or customer profitability, excessive operational complexity, or unacceptable commercial risk.
• Work with Finance to monitor Revenue, NR, customer profitability, credit exposure, overdue receivables, and payment risks.
• Ensure sales commitments are aligned with operational capacity, service capabilities, and contractual obligations.
• Monitor customer contract renewals, rate reviews, and changes in market conditions.
• Ensure sales forecasts and pipeline reporting are accurate, timely, and supported by realistic assumptions.
• Maintain strong focus on pipeline quality and forecast accuracy, including appropriate review of forecast versus actual Revenue, NR, and GP performance.
• Cross-Functional Collaboration
• Work closely with Operations to ensure service delivery supports customer expectations and agreed SLAs.
• Collaborate with Pricing and Procurement teams to secure competitive rates and sustainable margins.
• Partner with Finance to validate Revenue, NR, GP, customer profitability, budgets, and sales performance reports.
• Coordinate with Product and Regional teams to develop solutions for strategic customers and new markets.
• Ensure clear handovers from Sales Hunters to KAMs and Operations following new customer acquisition.
• Resolve cross-functional commercial issues that affect customer satisfaction, retention, growth, or profitability.
• Market Intelligence & Business Expansion
• Monitor market trends, competitor activity, customer demand, and changes in freight rates.
• Identify opportunities to expand into new industries, customers, trade lanes, and logistics services.
• Develop strategic plans to improve market positioning and strengthen the company's competitive advantage.
• Provide management with accurate sales forecasts, market insights, commercial risks, and growth recommendations.
• Support strategic initiatives, major tenders, and business expansion projects.
• Maintain close engagement with the market and customers to identify potential new business and strategic growth opportunities.
• 3. KEY PERFORMANCE INDICATORS (KPIs)
The Sales Director should be measured in terms of financial results, personal commercial contribution, and the effectiveness of the sales organization.
Sales Hunters should be measured more heavily on:
• New business acquisition
• New customer Revenue / NR / GP
• Qualified pipeline development
• Pipeline quality
• Conversion / win rate
KAMs should be measured more heavily on:
• Customer retention
• Existing account growth
• NR and profitability
• Cross-selling and upselling
• Share-of-wallet growth
Sales Director should be accountable for:
• Overall Revenue, NR, and GP performance
• Overall customer profitability and profitable growth
• Personal Business Development growth target
• Larger strategic opportunities and business wins
• Growth within selected strategic key accounts
• Sales team performance
• Pipeline quality and conversion
• Forecast accuracy
• 4. DECISION-MAKING AUTHORITY
• Recommend and implement sales strategies within the approved business plan.
• Set individual sales targets and allocate sales resources within approved limits.
• Approve pricing and commercial proposals within delegated authority.
• Escalate exceptional pricing, low-margin opportunities, and significant contractual risks to management.
• Lead negotiations for major strategic customers and high-value business opportunities.
• Recommend sales incentives, recruitment, performance improvement actions, and organizational changes.
• Prioritize opportunities based on profitability, NR potential, strategic value, resource requirements, and operational feasibility.
• REQUIRED QUALIFICATIONS AND COMPETENCIES
• Bachelor's degree in business, Logistics, Supply Chain Management, or a related field.
• Minimum 10 years of significant experience in freight forwarding, logistics, or a related commercial environment.
• Proven track record in sales leadership, personal business development, new business acquisition, and strategic account development.
• Demonstrated ability to personally develop and contribute to significant commercial opportunities while leading a sales organization.
• Strong understanding of freight pricing, Net Revenue (NR), Gross Profit (GP) management, customer profitability, and commercial negotiations.
• Demonstrated ability to manage sales budgets, forecasts, qualified pipelines, and performance metrics.
• Strong leadership, coaching, communication, and stakeholder management skills.
• Strategic thinking combined with a hands-on, commercially driven, and results-oriented management approach.
• Ability to influence cross-functional teams and drive accountability across the organization.
• Must have no criminal record that would affect suitability for the position and must consent to the Company conducting a criminal background check through the Royal Thai Police or other relevant authorities, in accordance with applicable Thai laws and Company requirements.