Sales Manager - General Trade - FMCG

Job Title: Sales Manager - General Trade

Department: Sales and Marketing - GT

Reporting To: Regional Sales Manager/National Sales Head

Position Overview:

We are looking for a Sales Manager - General Trade to drive sales growth, expand market presence, and manage distributor networks within the assigned territory. This role involves achieving sales targets, strengthening distributor relationships, and ensuring seamless execution of sales and promotional strategies, reporting directly to the Regional Sales Manager.

Key Responsibilities:

Sales Growth & Market Expansion:

- Achieve territory sales targets (volume and revenue).

- Identify new market opportunities and onboard new distributors/retailers.

- Monitor competitor activities and share market intelligence.

Distributor & Channel Management:

- Manage and develop distributor relationships to ensure optimal stock levels.

- Track distributor performance and resolve supply chain issues promptly.

- Ensure timely order processing and secondary sales execution.

Retail & Market Execution:

- Drive product penetration and visibility across GT outlets.

- Ensure effective placement of POSM and promotional materials.

- Conduct regular market visits to monitor in-market execution.

Team Management & Field Supervision:

- Lead and motivate Area Sales Managers (ASMs) and Sales Officers (SOs).

- Set targets, monitor performance, and provide coaching/mentorship.

- Ensure discipline, productivity, and adherence to company policies.

Reporting & Compliance:

- Submit accurate sales reports, competitor updates, and market feedback.

- Ensure compliance with company standards, pricing policies, and FSSAI norms.

- Utilize CRM/ERP systems for data tracking and forecasting.

Qualifications & Skills:

- Bachelors degree in Business, Marketing, or related field (MBA preferred).

- 5-7 years of FMCG sales experience, with at least 3 4 years in a supervisory role.

- Strong understanding of distributor/channel management in General Trade.

- Excellent negotiation, communication, and problem-solving skills.

- Proficiency in MS Excel, CRM tools, and data-driven decision-making.

- Willingness to travel extensively within the assigned territory.

Key Performance Indicators (KPIs):

- Achievement of primary & secondary sales targets.

- Distributor ROI & performance metrics (stock turns, order fulfillment).

- Market coverage & penetration (number of outlets activated).

- Visibility & execution score for POSM and promotions.

- Team productivity and attrition control.