Sales Manager - General Trade - FMCG

Description:

Job Title: Sales Manager General Trade (GT)

Reporting To: National Sales Head

Role Objective:

To drive primary and secondary sales in the General Trade channel through strategic planning, distribution expansion, and strong execution. The role demands business acumen, data-driven decision-making, and cross-functional collaboration for sustained market growth.

Key Responsibilities:

GT Sales & Distribution

- Drive sales achievement across assigned geography in line with monthly, quarterly, and annual targets

- Scale distribution footprint via distributor onboarding, retail penetration, and beat optimization

- Manage primary, secondary & tertiary sales and ensure ROI-positive operations for channel partners

People & Channel Management

- Lead Sales Officers/TSIs/Merchandisers to ensure effective market execution

- Mentor field sales teams on category insights, product mix, and GT sales strategy

- Monitor distributor health: stock norms, credit timelines, fill rates, working capital

Market Intelligence & Insights

- Track market share, competitor activities, pricing strategies, and promotions

- Work closely with marketing and supply chain for demand planning and NPD rollout

Execution Excellence

- Ensure compliance on visibility standards, planograms, and retail activation programs

- Implement sales promotion schemes, trade discounts, and incentive structures

Data & Reporting

- Utilize CRM/MIS systems for forecasting, sales tracking, and performance reviews

- Present business reviews to senior management with clear analysis & recommendations

Candidate Profile:

Education: MBA/PGDM from top-tier management institutes (IIM/ISB/SPJIMR/XLRI/MDI/IMT/Great Lakes/NMIMS/SIBM etc.)

Experience: 4 - 10+ years in Sales / GT / Distribution roles (preferably FMCG, FnB, OTC, Consumer Electronics or Retail)

Strong understanding of:

- General Trade operating models

- Distribution economics

- Market activation

- Demand planning & inventory cycles

- Proficiency in CRM, Excel, and sales analytics platforms

- Strong leadership, negotiation, and communication skills

- Ability to work in fast scaling / performance-driven environments