Business Manager - Sales - FMCG

The Business Manager - Region is responsible for driving topline and bottom-line performance of the assigned region by managing sales operations, distribution, channel partners, and team performance. The role focuses on expanding market presence, strengthening distributor networks, ensuring flawless execution, and achieving volume, value, and profitability targets

Sales & Revenue Management:

- Achieve regional sales targets (volume, value, and mix) in line with annual operating plans.

- Drive growth across GT, MT, Institutional, and Alternate channels as applicable.

- Monitor primary and secondary sales, outlet productivity, and beat effectiveness.

- Ensure effective price, scheme, and promotion execution across the region.

Distribution & Market Expansion:

- Expand and optimize distributor and sub-distributor network to improve market reach.

- Ensure availability of freezers, visibility assets, and merchandising standards.

- Drive outlet expansion, numeric distribution, and cold-chain compliance.

- Identify new markets, towns, and channels for business growth.

Team Management & Capability Building:

- Lead, coach, and develop Area Sales Managers, Sales Officers, and frontline teams.

- Set clear KRAs, conduct performance reviews, and drive productivity.

- Build a high-performance, compliance-oriented sales culture.

- Ensure adequate manpower planning and capability development.

Trade Marketing & Execution Excellence:

- Execute national and regional trade marketing initiatives effectively.

- Ensure scheme communication, ROI tracking, and on-ground compliance.

- Drive in-store visibility, branding, and seasonal activations.

- Coordinate with marketing and supply chain for smooth rollouts.

Financial & Commercial Management:

- Manage regional budgets, trade spends, and distributor profitability.

- Ensure timely collections and control receivables within company norms.

- Monitor claims, discounts, and credit controls.

- Improve contribution margins through mix and cost efficiencies.

Distributor & Stakeholder Management:

- Build strong, long-term relationships with distributors and key accounts.

- Resolve operational issues related to supply, logistics, and service levels.

- Coordinate with internal stakeholders - supply chain, finance, HR, and marketing.

Compliance, Systems & Governance:

- Ensure adherence to company policies, statutory requirements, and SOPs.

- Drive disciplined reporting, forecasting, and use of sales systems.

- Ensure freezer asset control, audits, and hygiene standards.