Job Description

Sales & Distribution Director

Location: Ho Chi Minh City, Vietnam

Workplace Type: Hybrid

About the Role

The Sales & Distribution Director is responsible for leading our client commercial growth agenda by delivering sales targets, expanding market share, and building a scalable, capital-efficient route-to-market model for electric two-wheelers across priority cities in Vietnam.

This role will translate our client business plan into a high-performing sales and distribution strategy covering channel design, distributor/dealer network development, demand generation, conversion management, and commercial performance tracking. The role is expected to build a productive and accountable distribution ecosystem, strengthen customer acquisition and conversion, and ensure city-by-city expansion is supported by strong operational readiness, partner capability, and healthy unit economics.

The Sales & Distribution Director will work closely with cross-functional teams including Marketing, Product, Operations, Supply Chain, Finance, and Swap Station Operations to ensure our client commercial growth is executable, customer-centric, and sustainable.

Key Responsibilities

1 - Deliver Sales Targets and Drive Market Growth

• Own and deliver our client sales volume, revenue, and market share objectives in line with the company’s annual business plan and city-by-city expansion roadmap.
• Translate our client business plan into clear sales targets, distribution priorities, city-level execution plans, and partner performance expectations.
• Drive sustainable commercial growth by expanding market presence, increasing customer acquisition, and improving conversion performance across target cities.
• Monitor performance against plan, identify risks and performance gaps early, and implement corrective actions to ensure delivery of growth, productivity, and profitability targets.
• Lead the commercial organization with strong execution discipline, performance management, and operational follow-through.

2 - Build a Productive and Accountable Distribution Network

• Develop and execute our client distribution strategy, including channel design, partner coverage model, expansion phasing, and deployment priorities across key cities.
• Define distributor/dealer partner selection criteria, capability requirements, investment expectations, and ROI framework.
• Identify, onboard, and manage our client distributor, dealer, and franchise partner network (if applicable).
• Establish performance-linked KPIs, incentive structures, and break-even expectations for distributors/dealers before scaling.
• Monitor distributor/dealer performance through structured scorecards and business reviews, providing strategic guidance and corrective actions to underperforming partners.
• Ensure all distribution partners operate in line with our client brand, customer experience, and commercial standards.
• Strengthen partner capability through training, operating playbooks, joint business planning, and ongoing performance coaching.

If our client decides to establish its own retail stores:

• Identify and evaluate optimal store locations in high-density areas with strong e-mobility demand and commercial potential.
• Lead lease negotiation, store layout planning, and infrastructure setup in line with our client brand and operational requirements.
• Oversee retail store operational readiness, including logistics, inventory, CRM/POS integration, and relevant store management systems.
• Recruit, train, and manage store teams to ensure strong product knowledge, sales capability, and customer service standards.

3 - Manage Distribution Operations and Supply Chain Readiness

• Oversee the end-to-end distribution flow to ensure the seamless and cost-effective movement of vehicles from assembly/factory to regional hubs, dealers, and customers.
• Work closely with Supply Chain and Operations teams to ensure sufficient product availability and timely replenishment in line with sales demand.
• Manage inventory planning and stock allocation to avoid stock-outs while minimizing overstock and dead inventory risk.
• Coordinate logistics requirements for E2W-related components and supporting infrastructure to ensure launch and sales continuity.
• Support the design of a scalable distribution and fulfillment model that balances speed, cost efficiency, and service quality.

4 - Capture Demand and Improve Conversion Performance

• Build a city-level demand engine combining offline activation, digital funnels, lead generation, and cross-channel promotions to support our client growth ambitions.
• Drive demand creation through test ride-led acquisition, referral and early adopter programs, local market activation, and channel-led sales initiatives.
• Own the sales funnel from lead generation through test ride, booking, financing, and final delivery, ensuring strong CRM discipline and conversion management.
• Establish clear conversion benchmarks and daily / weekly tracking mechanisms to identify funnel leakage and improve close rates.
• Work closely with the Marketing team to align campaigns, promotional programs, and lead-generation activities with commercial priorities.
• Partner with Product and customer-facing teams to translate market feedback and consumer insights into actionable improvements in product offering and sales proposition.

5 - Build Customer Trust Through Strong Commercial Execution

• Work closely with Product, Marketing, Operations, Financing, Customer Service, and Swap Station O&M teams to ensure sales rollout is supported by a reliable and transparent customer experience.
• Ensure customers have confidence in vehicle performance, battery swap accessibility, aftersales support, financing options, and service readiness.
• Help shape a customer journey that reduces purchase anxiety and builds trust in our client brand and value proposition.
• Work with Marketing and Customer Experience teams to design and implement customer success initiatives that improve retention, satisfaction, and advocacy post-sale.

6 - Strengthen Pipeline Management, Performance Reporting, and Unit Economics

• Establish and manage robust sales dashboards covering lead funnel performance, conversion rates, cost of acquisition, city-level sales performance, and outlet productivity.
• Drive performance reporting across key metrics including lead-to-sale conversion, throughput benchmarks, weekly city performance, partner productivity, and dealer/distributor P&L visibility.
• Ensure data-driven decision-making through clear reporting on commercial performance, underperformance triggers, and corrective action plans.
• Track and improve unit economics by monitoring cost per acquisition, marketing efficiency, contribution per vehicle, service cost implications, and dealer ROI timeline.
• Generate city-level insights to refine product proposition, pricing approach, demand-generation strategy, and go-to-market execution.

7 - Lead Team Capability and Market Intelligence

• Build, lead, and develop a high-performing sales organization, including regional sales managers, distribution coordinators, retail teams, and B2B account roles where required.
• Recruit, coach, and mentor team members to build strong commercial capability, execution discipline, and market responsiveness.
• Foster a performance-oriented culture with clear accountability, strong follow-up, and continuous improvement.
• Continuously monitor competitor pricing, product features, route-to-market models, and emerging EV / E2W market developments.
• Provide market intelligence and strategic recommendations to support our client commercial planning, network expansion, and competitive positioning.

Required Skills & Qualifications

Education

• Bachelor’s degree in Business, Marketing, Operations, or a related field.
• MBA is preferred.

Experience & Competencies

• 8–15 years of experience in RTM (Route-to-Market), sales operations, channel development, or growth roles — ideally in mobility, EV, two-wheelers, consumer durables, or fast-growth startups.
• Strong analytical capability with experience managing funnel metrics and unit economics.
• Demonstrated success scaling partner networks or distributed sales models.
• Excellent communication, negotiation, and stakeholder management skills.
• Entrepreneurial mindset, hands-on execution, and comfort operating in fast-moving environments.
• Fluent in English, both written and spoken.