Badili - Business Head - Long Format Retail

About the Role

The LFR Manager is responsible for driving business growth, strategy, partnerships, business development through large format retail channels across Africa and other key modern trade partners. This role involves managing partnerships, ensuring visibility and availability of products, executing promotional activities, and optimizing sell-out performance at store level. Individual can be based in India and should be open to travel.

- Develop and manage strategic partnerships with large format retail chains to maximize revenue and market share for Africa.

- Plan and execute sales strategies, promotions, and activations to achieve monthly and quarterly targets.

- Negotiate annual business agreements, margins, and visibility plans with key LFR accounts.

- Track and analyze sales performance, inventory levels, and merchandising standards at store level.

- Coordinate with internal teams (marketing, supply chain, finance) to ensure timely execution of campaigns and smooth operations.

- Ensure proper in-store branding, planogram adherence, and product display as per company guidelines.

- Identify training requirement and motivate promoter teams to improve conversion and customer experience.

- Identify new LFR opportunities and expand brand presence across regions.

- Conduct regular market visits and competitor analysis to stay updated with category trends.

- Prepare and present monthly business reviews and account performance reports to management.

Key Skills & Competencies:

- Strong understanding of modern trade / large format retail dynamics.

- Excellent negotiation and relationship management skills.

- Data-driven mindset with strong analytical and reporting ability.

- Team management and leadership skills.

- Good communication, presentation, and coordination abilities.

Experience:

- 10+ years of experience in sales, with at least 7 years managing LFR / Modern Trade accounts.

- Experience in FMCG, Consumer Durables, Electronics, or Lifestyle categories preferred.