Assistant General Manager Sales (FMCG)

Reporting To: Head Sales

Location: India

Role Purpose:

The Assistant General Manager Sales will be responsible for driving the overall sales strategy and execution across multiple channels, including General Trade (GT), Modern Trade (MT), Quick Commerce (Q-Commerce), and E-Commerce. The role will focus on accelerating revenue growth, strengthening market presence, building strategic customer relationships, and delivering profitable business expansion across India.

Key Responsibilities:

Sales Strategy & Business Growth:

- Develop and execute the sales strategy to achieve annual revenue, volume, and profitability targets.

- Drive sustainable business growth across General Trade, Modern Trade, Quick Commerce, and E-Commerce channels.

- Identify new business opportunities, market trends, and growth levers to expand market share.

- Develop annual operating plans, sales forecasts, and channel-wise business plans.

General Trade (GT):

- Strengthen distribution reach and improve numeric and weighted distribution.

- Drive outlet expansion, visibility initiatives, and sales productivity.

- Monitor distributor performance and ensure efficient secondary sales execution.

- Lead territory expansion and improve market penetration.

Modern Trade (MT):

- Manage relationships with key modern trade accounts.

- Lead annual business planning, commercial negotiations, and promotional calendars.

- Ensure optimum assortment, visibility, merchandising, and in-store execution.

- Drive category growth through collaborative business planning with key accounts.

Quick Commerce (Q-Commerce):

- Develop and execute channel-specific growth strategies for leading quick commerce platforms.

- Drive assortment optimisation, promotional planning, visibility, and digital merchandising.

- Collaborate with platform partners to improve discoverability, conversion, and sales performance.

- Monitor key performance metrics and identify opportunities to enhance channel profitability.

E-Commerce:

- Develop and execute the online sales strategy across marketplaces and direct-to-consumer platforms.

- Drive revenue growth through assortment planning, pricing, promotions, and digital campaigns.

- Collaborate with marketing and supply chain teams to ensure a superior consumer experience.

- Track channel performance, customer insights, and digital analytics to optimise sales.

Key Account Management:

- Build long-term strategic partnerships with key customers across channels.

- Lead commercial negotiations, annual contracts, and joint business planning.

- Ensure achievement of sales, profitability, and service-level objectives.

Team Leadership:

- Lead, coach, and develop a high-performing sales team.

- Establish performance goals, monitor KPIs, and drive a culture of accountability and execution excellence.

- Foster cross-functional collaboration with Marketing, Supply Chain, Finance, Demand Planning, and Operations.

Business Planning & Analytics:

- Analyse sales trends, market intelligence, and competitive activities.

- Prepare sales forecasts, business reviews, and performance dashboards.

- Drive data-based decision-making to improve sales effectiveness and profitability.

Desired Candidate Profile:

- MBA from a reputed institute preferred.

- 10-15 years of progressive sales experience within the FMCG industry.

- Proven experience in managing General Trade, Modern Trade, Quick Commerce, and E-Commerce channels.

- Strong exposure to key account management and national-level sales operations.

- Demonstrated success in driving business growth, market expansion, and channel development.

- Strong commercial acumen with experience in negotiations and business planning.

- Excellent leadership, stakeholder management, communication, and analytical skills.

- Ability to work in a fast-paced, high-growth environment.

Key Competencies:

- Strategic Thinking

- Business Development

- Channel Management

- Key Account Management

- Commercial Negotiation

- Sales Planning & Forecasting

- Team Leadership

- Customer Relationship Management

- Data Analytics & Business Insights

- Execution Excellence

- Cross-functional Collaboration

- Results Orientation

Preferred Industry:

- FMCG

- Food & Beverages

- Packaged Foods

- Consumer Goods

- Retail/Food Brands