At Kids2, we’re really good at what we do. And when we’re great at our jobs, we help parents be great at their jobs.

Parenting is demanding, and that’s where we come in. We want to reimagine how brands can make it easier for early stage parents – not by just selling them products, but by providing holistic solutions that transcend borders, categories and aisles.

No matter our title or department, at Kids2, our job is to create more tiny wins for parents, so they can create bright futures for their little ones. That’s a big task!

We’re serious about what we do, AND we love to have fun. Our team is hardworking, entrepreneurial, and passionate about helping families create millions, if not billions of tiny wins.

SUMMARY

The Manager, Sales is responsible for leading offline sales operations across China mainland (excluding Hong Kong, Macau and Taiwan), driving market expansion for Kids2 Group’s core brands including Baby Einstein, Bright Starts and Ingenuity (manufactured by Meiqi (Jiujiang) Baby Products Co., Ltd.). This role focuses on developing and managing offline distribution networks, key accounts, and retail channels, while building and leading a high-performance sales team to achieve revenue targets and maximize market share in the infant and toy sector.

PRIMARY RESPONSIBILITIES AND ESSENTIAL FUNCTIONS

• Develop and execute offline sales strategies and annual sales plans for the China mainland market, setting clear sales targets and KPIs aligned with company growth objectives.
• Build, lead and mentor the China offline sales team, allocating regional responsibilities and driving team performance to exceed targets.
• Identify, recruit and manage distributors and wholesalers across key regions, negotiating commercial terms and ensuring alignment with brand positioning and company policies.
• Establish and maintain strong relationships with key offline accounts including KA chains (e.g., Carrefour, RT-Mart, Walmart), baby & mom specialty stores (e.g., Motherswork, Kidsland), department stores and independent toy retailers.
• Monitor market trends, competitor activities and consumer insights within offline channels, providing regular analysis and recommendations to adapt sales strategies and identify new business opportunities.
• Drive brand visibility and in-store execution, collaborating with marketing to implement promotional campaigns, in-store displays and ensure consistent brand presence across all offline touchpoints.
• Manage sales budgeting, forecasting and reporting, tracking performance against targets and implementing corrective actions as needed.
• Collaborate closely with product development, supply chain and manufacturing teams to ensure product availability, timely delivery and customer satisfaction.
• Represent the company at industry trade shows, exhibitions and customer meetings to promote brand portfolio and generate leads.
• Oversee pricing strategies and trade spend management for offline channels, ensuring healthy margin control while maintaining competitiveness.
• Lead regular business reviews with distributors and key accounts to drive joint business planning and resolve operational issues.

QUALIFICATIONS & EXPERIENCE
 

• At least 5 years of progressive sales experience in the infant, toy, FMCG or related consumer goods industry, with minimum 3 years in a managerial role.
• Proven track record in China mainland offline channel sales, with established network of distributors, key accounts and retail partners.
• Deep understanding of offline retail landscape including KA, specialty baby stores, and regional distribution models.
• Strong business acumen and analytical skills, with ability to interpret sales data and market intelligence.
• Excellent negotiation and communication skills.
• Demonstrated leadership capability with experience in building and managing sales teams.
• Willingness to travel frequently across regions within China mainland.

EDUCATION & SKILLS

• Bachelor‘s degree or above in Business Administration, Marketing, International Trade or a related field.
• Deep understanding of China’s offline retail landscape and consumer behavior in the infant and toy category.
• Strategic mindset with ability to translate brand vision into actionable sales plans.
• Results-oriented, self-motivated with strong problem-solving abilities.

CERTIFICATES, LICENSES, REGISTRATIONS

• None required. 

COMPUTER/TECHNICAL SKILLS

• Highly proficient in Microsoft Office Suite (Excel, PowerPoint, Word).
• Familiarity with CRM systems is a plus.

PHYSICAL DEMANDS

• This role requires frequent business travel across China mainland to visit distributors, retail partners and attend trade events.
• Ability to work in a standard office environment as well as retail sites and trade show venues.

WORK ENVIRONMENT

• This position can be based in Beijing, Shanghai, Guangzhou, Shenzhen, or other tier-1 cities (no requirement to be based in Jiujiang, Jiangxi Province).
• Regular travel is required to visit distributors, key accounts, and manufacturing sites (including Jiujiang) as needed.
• Collaborative and dynamic work environment with cross-functional teams including manufacturing, marketing and supply chain.

We offer competitive pay, flexible hours, and generous benefits. Plus, to keep things fun (because we are all kids at heart), we offer a host of team member activities and philanthropic efforts throughout the year and company-wide awards and recognition for a job well done!

Check out our website at www.kids2.com and our social media pages on LinkedIn, Facebook and Instagram for more information and open positions in the career section.

Drug Free Workplace M/F/D/V