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Job Description
Sales Manager, Supermarkets (Modern Trade)
Job Description – Sales Manager, Supermarkets (Modern Trade)
Function: Sales
1. Role Purpose
Drive profitable growth in the Supermarket channel through sales delivery, customer and distribution expansion, power brand growth, effective in-store execution and strong commercial governance.
2. Key Responsibilities
Business Growth & Profitability
* Achieve offline sales, topline and profitability targets for the Supermarket channel. * Drive growth of power brands, new product developments (NPDs) and strategic categories. * Identify incremental business opportunities across existing and new accounts.
Customer & Distribution Development
* Strengthen relationships with existing retail chains and onboard new accounts across markets. * Expand distribution, product listings, store coverage and presence in new towns. * Develop account-level plans to drive sustainable growth and improve market penetration.
Go-to-Market & Execution
* Drive offline go-to-market initiatives, promoter productivity, store-level sales and product visibility. * Execute retail activations, loyalty programmes and new product launches. * Improve in-store execution and sales conversion through regular performance reviews.
Commercial Governance
* Ensure timely submission, processing and reconciliation of distributor and modern trade claims. * Monitor claims outstanding, ROB and utilisation of commercial provisions within approved budgets. * Coordinate with Finance, Marketing, Supply Chain, BTM and Sales & Distribution teams to resolve business issues.
Team & Performance Management
* Lead and develop the team to achieve business, distribution and productivity targets. * Review performance, identify gaps and drive corrective actions. * Build team capability and ensure retention of key talent.
3. Key Performance Indicators (KPIs)
* Offline sales and profitability / EBITDA achievement. * Power brand growth and NPD sales. * Distribution expansion, new listings, stores and account acquisition. * Promoter productivity and store sales. * Customer loyalty programme and activation targets. * Claims reconciliation, commercial budget adherence and ROB. * Team performance and key talent retention.
4. Key Stakeholders
Internal: Sales, Marketing, BTM, Finance, Supply Chain, Sales Operations and HR.
External: Modern Trade / Supermarket Chains, Retail Accounts, Distributors and Promoters.
5. Qualifications & Experience
* Graduate in any discipline; MBA / PGDM in Sales or Marketing preferred. * Relevant experience in FMCG / Consumer Healthcare sales, preferably in Modern Trade. * Experience in key account management, distribution expansion, commercial negotiations and team management.
6. Key Competencies
* Business and commercial acumen * Customer relationship management * Sales planning and execution * Analytical and problem-solving skills * Team leadership and collaboration * Ownership and execution excellence