Job Summary: We are seeking an experienced and highly analytical Business Analyst Secondary Sales to join our commercial analytics team. The ideal candidate will bring 6+ years of hands-on experience in the FMCG, CPG, or Retail industry, with deep expertise in secondary sales processes, distributor management, route-to-market strategies, and data-driven decision-making. This role is pivotal in driving sales performance, optimizing distribution efficiency, and enabling data-backed commercial strategies.

Responsibilities:

Secondary Sales Analytics & Reporting: Analyze secondary sales data (sell-out/sell-through) across channels, regions, SKUs, distributors, and retail outlets to derive actionable insights. Design and manage daily, weekly, and monthly secondary sales dashboards and MIS reports for leadership and field teams. Track and report on key KPIs including numeric & weighted distribution, strike rate, lines per call (LPC), productivity per beat, ECO (Effective Coverage Outlet), and per-outlet billing. Perform sales trend analysis, seasonality assessment, and demand pattern recognition at granular levels.
Distribution & Channel Management: Partner with sales and distribution teams to monitor distributor ROI, claim settlements, inventory norms, and stock redistribution. Analyze and optimize Route-to-Market (RTM) strategies and recommend improvements for beat plans, journey plans, and outlet coverage. Evaluate channel-wise (GT, MT, e-Commerce, institutional) secondary sales performance and identify growth levers. Support the implementation and tracking of DMS (Distributor Management Systems) and SFA (Sales Force Automation) tools.
Sales Performance & Target Management: Assist in sales target setting and cascading (region ASM TSI/PSR level) using historical sell-out data and market intelligence. Track and analyze target vs. achievement (TGT vs. ACH) at all levels and highlight performance gaps and corrective actions. Build scorecards and incentive tracking models for the field sales force.
Trade Promotion & Scheme Effectiveness: Evaluate the effectiveness of trade promotions, schemes, and BTL activities on secondary sales uplift. Conduct pre- and post-promotion analysis to assess ROI and provide recommendations for future schemes. Analyze price elasticity and competitive pricing impact on secondary sales performance.
Business Intelligence & Process Improvement: Develop automated reports, data models, and visualization dashboards using BI tools (Power BI, Tableau, QlikView, or similar). Work with IT and data engineering teams to ensure data integrity, standardization, and integration across DMS, ERP (SAP/Oracle), and CRM systems. Identify process gaps and recommend automation and digitization opportunities within the secondary sales ecosystem. Collaborate with cross-functional teams (Supply Chain, Marketing, Trade Marketing, Finance) to align S&OP and demand planning with secondary sales trends.
Stakeholder Management & Strategic Support: Partner with Regional Sales Managers, Zonal Heads, and National Sales Head to provide strategic sales intelligence. Present insights and recommendations to senior leadership through compelling storytelling and data visualization. Support the annual business planning (ABP) process with secondary sales forecasts and scenario planning.

Mandatory skill sets:

Business Analyst FMCG, Retail, Secondary Sales, Advanced Excel, SQL, Power BI/Tableau, and familiarity with DMS platforms (Bizom, Botree, Infosys TradeEdge, FieldAssist)

Preferred skill sets:

data mining, statistical analysis, forecasting models

Years of education required: 6+ years of progressive experience as a Business Analyst, Sales Analyst, or Commercial Analyst in the FMCG / CPG / Retail industry.

Education Qualification: Education MBA / PGDM in Sales, Marketing, Operations, or Business Analytics (preferred) OR Bachelors degree in Engineering, Commerce, Statistics, or Economics.

Education

Degrees/Field of Study required: Master of Business Administration

Degrees/Field of Study preferred:

Certifications (if blank, certifications not specified)

Required Skills

Big Data Mining

Optional Skills

Accepting Feedback, Accepting Feedback, Active Listening, Algorithm Development, Alteryx (Automation Platform), Analytical Thinking, Analytic Research, Big Data, Business Data Analytics, Coaching and Feedback, Communication, Complex Data Analysis, Conducting Research, Creativity, Customer Analysis, Customer Needs Analysis, Dashboard Creation, Data Analysis, Data Analysis Software, Data Collection, Data-Driven Insights, Data Integration, Data Integrity, Data Mining, Data Modeling {+ 43 more}

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

IN-Manager_Business Analyst_Data and Analytics_Advisory_Hyderabad

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