Sales Manager Retail Coffee

Role & responsibilities

Revenue & Sales Growth

• Achieve 100% of assigned monthly sales targets for the New Delhi/North retail territory.
• Drive 15-20% year-on-year secondary sales growth across existing retail counters.
• Ensure successful listing and placement of coffee SKUs across all key accounts, new stores and the new SKUs within 60 days of launch.

2. Distribution & Market Expansion

• Increase numeric distribution by onboarding 15-20 new premium retail outlets per quarter, including Modern Trade and Gourmet Stores.
• Strengthen weighted distribution to ensure Flurys Coffee is present in outlets contributing to 80% of premium coffee category sales in South and Central Delhi and the tier 1 cities in North India/East India.
• Maintain out-of-stock (OOS) levels below 5% across key accounts through proactive distributor planning and inventory control.

3. Retail Visibility & Brand Health

• Secure a minimum share of shelf in the coffee category, with priority placement at eye-level in Tier-A outlets.
• Ensure 95% compliance with approved planograms and point-of-sale visibility standards.
• Plan and execute in-store sampling programs, targeting a minimum 15% conversion rate from tasting to purchase.

4. Financial Control & Team Management

• Maintain Days Sales Outstanding (DSO) in line with company credit policy for all direct retail accounts.
• Manage regional trade marketing and promotion budgets with no more than 5% variance.
• Drive field-force effectiveness, achieving an 85% or higher effective call rate from the sales team reporting to you.

Preferred candidate profile

• Strong experience in retail sales within FMCG / Food & Beverage, preferably premium or specialty products. Candidates from coffee background shall be preferred.
• Proven ability to manage distributors, key accounts, and modern trade
• Hands-on leadership style with strong market execution focus

Data-driven approach to sales planning, forecasting, and performance review