National Sales Head - FMCG/Personal Care/Baby Care/Consumer Products

Description:

We are looking for a hands-on National Sales Head who can build and scale an offline distribution engine from the ground up, while integrating it seamlessly with existing D2C operations.

This role requires a leader who has operated in startup or scale-up environments, understands the nuances of General Trade and Modern Trade, and has successfully driven market expansion with limited resources.

Key Responsibilities:

1. Distribution Strategy & Build:

- Design and execute a pan-India distribution strategy from scratch

- Appoint, onboard, and manage distributors, stockists, and super-stockists

- Drive numeric & weighted distribution across key markets

- Establish strong route-to-market (RTM) frameworks

2. Channel Development (GT + MT + Omnichannel):

- Lead expansion of General Trade (GT) with strong outlet coverage and execution excellence

- Develop and manage Modern Trade (MT) partnerships including listings, visibility, and JBPs

- Ensure seamless integration of D2C and offline channels for omnichannel growth

3. Sales Planning & Execution:

- Define and drive national sales strategy aligned with business goals

- Identify new market opportunities and scale high-potential regions

- Drive secondary sales, demand forecasting, and inventory planning

- Monitor sales performance and implement corrective actions

4. Team Building & Leadership:

- Build the sales organization from the ground up (ZSMs, RSMs, ASMs, TSEs)

- Hire, train, and mentor a high-performing sales team

- Drive a culture of ownership, agility, and execution excellence

5. Business Ownership & Performance:

- Own top-line revenue, margins, and channel profitability

- Track and improve distributor ROI, claims management, and working capital efficiency

- Establish KPIs and performance dashboards for consistent growth

6. Cross-Functional Collaboration:

- Work closely with marketing, supply chain, finance, and e-commerce teams

- Align trade initiatives with brand campaigns and product launches

- Ensure high service levels and availability across channels

Ideal Candidate Profile:

- 15 years of experience in FMCG / Personal Care / Baby Care / Consumer Brands

- Proven track record in scaling D2C brands into offline distribution (GT & MT)

- Strong expertise in General Trade (must-have) and exposure to Modern Trade

- Experience in building distribution networks from scratch

- Prior experience in startup / high-growth / resource-lean environments

- Demonstrated success in team building and market expansion

- Strong commercial acumen with a data-driven and execution-focused approach