Sales Head - General Trade - FMCG

About the Company

Our client is one of India's fastest-growing and most respected home-grown FMCG brands, with a strong presence across traditional and modern trade channels. A debt-free, profitable organization with robust financial health and industry-leading ROCE, the company is now expanding into allied food categories to strengthen its consumer footprint.

Role Overview

The Sales Head - West (General Trade) will lead business growth, distribution expansion, and market share enhancement across the Western region. The role demands a seasoned sales leader with a proven track record in FMCG general trade, strong distributor management skills, and the ability to build a high-performing regional team while driving professional processes within a promoter-led organization.

Key Responsibilities

- Drive sales growth, market share, and profitability for the West region across existing and new product categories.

- Develop and execute regional sales strategy aligned with overall business objectives.

- Expand distribution footprint across urban, semi-urban, and rural markets in the assigned states.

- Strengthen relationships with distributors, key retailers, and trade partners to ensure optimal market coverage and secondary sales.

- Lead, coach, and motivate the regional and area sales teams to achieve monthly and annual sales targets.

- Monitor key sales metrics, channel profitability, and ROI; take corrective actions to achieve business goals.

- Collaborate with marketing, supply chain, and finance teams to ensure seamless execution of trade programs and demand planning.

- Identify and onboard strategic channel partners to support business diversification into new categories.

- Drive market intelligence, competitor analysis, and pricing strategy inputs for the region.

- Instill a performance-driven, professional culture while balancing the agility of a promoter-led enterprise.

Candidate Profile

- Education: Graduate / MBA preferred.

- Experience: 20-25 years of FMCG sales experience with at least 5 years leading regional P&L for General Trade.

- Industry Preference: Food or allied FMCG verticals

- Proven experience in distributor management, retail activation, and team leadership across multi-state operations.

- Strong business acumen with a data-driven and execution-focused approach.

- Ability to work closely with promoters and senior leadership while bringing process orientation and strategic discipline.

- Excellent communication, negotiation, and team-building skills.

- Age: 45-50 years preferred.