Job Description
About Samyang America
Samyang America is a category-defining food brand and the #1 Gen Z–driven force in global food culture. Known for our iconic spicy noodles and viral product innovation, we don’t just sell food - we create cultural moments that resonate with a new generation of consumers.
Our mission is to push the boundaries of flavor, creativity, and connection. We bring bold, trend-setting products to market that inspire excitement and build community across borders. At Samyang America, we move fast, think differently, and lead with passion.
Join us and help shape the future of food.
About This Opportunity
This is a foundational role supporting the growth of Samyang Mexico, playing a key part in expanding our presence in the Mexico market. While this position is posted on the Samyang America careers page, the selected candidate will be employed by the Mexico entity and subject to applicable Mexico employment laws and benefits.
Location & Work Model
This role will begin remotely and transition to a hybrid work model once our CDMX office opens.
Position Overview
The Sales Director, Mexico (Modern Trade & Distributor Execution) will own in-market commercial execution across key modern trade channels, including supermarkets, price clubs, convenience, pharmacies, and regional chains, with a strong focus on distributor-led go-to-market models.
This role is responsible for driving Sell-In & Sell-Out, strengthening key customer relationships, and ensuring best-in-class execution at the point of sale. The Sales Director is a hands-on leader who works side-by-side with the distributor and customers to close deals, solve day-to-day execution issues, and accelerate distribution, visibility, and velocity. As a player-coach, this leader also sets the in-market operating model—defining the execution standards, governance cadence, and performance management routines required to deliver Mexico results through indirect teams.
Key Responsibilities
Market Execution Leadership (Modern Trade)
Execute the Mexico commercial plan and priorities agreed with the LATAM COE and HQ/US teams across modern trade customers and distributor routes.
Drive day-to-day route-to-market performance with the distributor (coverage, call discipline, perfect store standards, service level), escalating structural gaps to the LATAM COE.
Identify and convert in-market opportunities (new doors, additional formats, incremental displays, and seasonal programs) through hands-on selling and negotiation.
Key Account & Distributor Management
Lead negotiations and joint business planning, together with the distributors, with top-tier customers, including Walmart (all formats), supermarkets, price clubs, convenience, pharmacies, and regional chains. Own customer-facing sell-in conversations and close commercial agreements in-market (assortment, listings, trade terms, displays, and execution commitments) in alignment with COE guardrails.
Manage and develop, together with the distributors, strong relationships with key convenience players such as OXXO and 7-Eleven. Ensure fast issue resolution on service, fill-rate, store compliance, and promotional execution.
Manage and develop distributor partnerships, ensuring alignment on sales targets, execution standards, and growth plans. Run a disciplined distributor operating cadence (weekly scorecards, field rides, pipeline tracking, inventory checks, and corrective actions). Establish clear governance (KPIs, incentives alignment where applicable, and escalation paths) to ensure consistent execution and accountability.
Build and maintain relationships with key decision-makers across retailers and distributor partners.
Ensure execution of commercial plans, product launches, and promotions. Coordinate with COE/Marketing on launch readiness and translate plans into store-level actions with the distributor team.
Sales Performance & Planning
Own sell-in forecasting and provide grounded in-market inputs (customer demand, promotion timing, inventory risks) to the LATAM COE for S&OP and budget discussions.
Monitor KPIs including revenue, margins, sell-through, distribution, and inventory levels. Track distributor KPIs (coverage, strike rate, returns, aging, service level) and drive corrective actions.
Drive performance through both direct accounts and distributor networks.
Implement corrective actions to ensure targets are achieved. Escalate structural gaps (pricing architecture, trade investment needs, portfolio changes) to the LATAM COE with data-backed recommendations.
Execution Excellence
Ensure best-in-class in-store execution, including availability, visibility, and merchandising. Define and enforce “Perfect Store” standards with the distributor (planogram, shelf share, secondary displays, price compliance).
Partner with trade marketing to drive impactful activations.
Ensure activations are executed in-store (materials, staffing, compliance) and report learnings back to LATAM COE
Oversee field execution through distributor sales teams and internal resources. Conduct regular field rides, coach distributor reps/supervisors, and remove barriers to execution.
Team Leadership & Development
Lead, mentor, and develop a high-performing modern trade sales team.
Foster a culture of accountability, agility, and results.
Build talent pipelines and succession plans.
Cross-Functional Collaboration
Collaborate with marketing, trade marketing, supply chain, and finance teams. Work through the LATAM COE as the primary interface for regional strategy, P&L/budget, and marketing direction.
Ensure alignment on demand planning, product launches, and commercial initiatives. Translate regional plans into customer/distributor actions and provide fast feedback loops from the market.
Operational Excellence & Compliance
Ensure compliance with local regulations, trade practices, and company policies.
Maintain accurate reporting and business transparency.
Representation
Represent Samyang in key customer meetings and industry engagements.
Provide regular updates to senior leadership on performance, risks, and opportunities.
Qualifications
10+ years of sales experience in FMCG/CPG, with strong focus on modern trade in Mexico.
Proven experience managing key accounts including Walmart (all formats), supermarkets, price clubs, convenience, pharmacies, and regional chains.
Direct experience working with OXXO and 7-Eleven is required.
Strong experience working through distributors and managing distributor networks. Demonstrated ability to lead distributor operating rhythms, manage field execution, and deliver results through indirect teams.
Demonstrated track record of delivering growth in distributor-led environments. Hands-on negotiator with proven deal closure and customer conflict-resolution experience.
Experience leading and developing sales teams.
Fluent English (100% required). Spanish fluency for customer/distributor engagement is strongly preferred.
Bachelor’s degree required; MBA is a plus.
Preferred Attributes
Strong negotiation and relationship management skills.
Deep understanding of the Mexican retail and convenience landscape.
Strategic mindset with strong execution capabilities.
Ability to thrive in fast-paced, high-growth environments.
Experience working with global or Asian/Korean brands is a plus.
Why Join Samyang America?
Be part of a globally recognized, trend-setting brand.
Drive growth in one of the most dynamic and competitive markets.
High visibility and direct impact on business performance.
Collaborative, fast-moving culture that rewards innovation and bold thinking.