Sales Manager

Role Purpose

The Sales Manager will be responsible for driving sales growth, expanding market presence, strengthening channel partnerships, and ensuring effective distribution management across the assigned region. The role involves leading a sales team, achieving revenue targets, improving market execution, and building sustainable relationships with distributors and key trade partners.

Key Responsibilities

Sales & Business Development

• Achieve regional sales volume, value, and profitability targets.
• Drive market expansion by increasing numeric and weighted distribution.
• Identify new business opportunities and appoint new distributors in potential markets.
• Monitor sales performance and implement corrective actions to bridge performance gaps.

Channel & Distribution Management

• Manage and strengthen distributor relationships to ensure sustainable business growth.
• Drive secondary sales through effective distributor and retailer engagement.
• Ensure optimal stock availability and inventory management across the distribution network.
• Improve distribution reach and outlet coverage.

Market Execution

• Ensure effective implementation of sales and trade marketing initiatives.
• Monitor product visibility, merchandising standards, pricing, and promotional activities.
• Track competitor activities and recommend suitable market strategies.
• Conduct regular market visits to evaluate execution quality and identify business opportunities.

Team Management

• Lead, mentor, and develop Area Sales Managers, Territory Sales Officers, and Sales Executives.
• Set KPIs, review performance regularly, and provide coaching for capability development.
• Build a high-performance sales culture focused on accountability and results.

Business Planning & Reporting

• Prepare monthly, quarterly, and annual sales plans and forecasts.
• Analyze sales data, market trends, and channel performance.
• Present business reviews, sales reports, and actionable insights to senior management.

Key Accountabilities

• Achievement of sales and revenue targets.
• Distribution expansion and outlet coverage.
• Secondary sales growth.
• Distributor profitability and engagement.
• Market share improvement.
• Team productivity and capability development.
• Effective execution of trade schemes and promotional activities.

Key Performance Indicators (KPIs)

• Sales growth (%)
• Achievement against budget
• Secondary sales achievement
• Numeric & weighted distribution
• Outlet coverage
• Distributor ROI
• Market share
• Collection efficiency
• Team productivity
• Sales forecasting accuracy

Experience

• Minimum 12-15 years of sales experience in FMCG/Consumer Goods/Beverage industry.
• Minimum 3-5 years of experience in managing a region independently.
• Proven experience in General Trade sales, distributor management, and channel development.
• Experience handling large sales teams across multiple territories.

Required Skills & Competencies

• Strong General Trade and distribution management expertise.
• Excellent channel development and distributor relationship management.
• Sales planning and forecasting.
• Negotiation and influencing skills.
• Commercial and financial acumen.
• Leadership and people management.
• Data analysis and business reporting.
• Market intelligence and competitive analysis.
• Communication and stakeholder management.

Preferred Industry

FMCG, Foods & Beverages, Consumer Durables.