General Manager - Sales/Modern Trade - FMCG

General Manager (Sales) MT / Institutional / Emerging Channels

Function: Sales

Channel Focus: Modern Trade, Institutional Sales & Emerging Channels

Industry: FMCG (Snacks, Namkeen & Packaged Foods)

Location: Guwahati / Remote (Optional)

Role Overview:

The General Manager (Sales) Modern Trade, Institutional & Emerging Channels will spearhead sales growth across Modern Trade (MT), Institutional Accounts, and New/Emerging Channels on a national scale. The role demands a deep understanding of FMCG sales dynamics, strong key account management, and the ability to deliver sustainable growth through structured planning, category management, and strategic partnerships.

Key Responsibilities:

- Drive national MT sales strategy aligned with company goals.

- Manage & grow key accounts (Reliance, DMart, Spencers, etc.).

- Negotiate listing, visibility & JBPs with MT chains.

- Implement promotions, planograms & in-store visibility.

- Monitor category performance, competition & service levels.

Institutional Sales:

Emerging Channels (E-com, Q-commerce, Alt. GT):

Sales Operations & Leadership:

Key Skills & Competencies:

- Strong expertise in Modern Trade, Institutional Sales & Key Account Management.

- Proven success in scaling MT and Institutional businesses in FMCG.

- Exceptional negotiation, relationship management & business development skills.

- Strategic thinker with hands-on execution capability.

- In-depth knowledge of trade margins, schemes, claims & profitability drivers.

- Analytical mindset with ability to leverage data for business decisions.

- Strong team leadership and ability to drive cross-functional collaboration.

Qualifications & Experience:

- MBA/PGDM in Sales & Marketing (preferred).

- 1218 years of FMCG sales experience, with 810 years in MT / Institutional / E-com channels.

- Experience handling National and Regional Modern Trade accounts.

- Solid commercial acumen with P&L ownership exposure.