Senior / Sales Manager (Trade & Retail in FMCG)

The Senior / Sales Manager (Trade & Retail) drives business growth and profitability across all sales channels, including modern trade, general trade and retail stores. This role oversees the execution of channel strategies, trade promotions, and retail operations, ensuring alignment with brand and corporate objectives. The manager leads a team of Key Account and Sales Operations Executives to deliver sales targets, optimize distribution, and maximize ROI on trade investments.

1. Sales & Channel Strategy

• Develop and implement sales strategies across assigned trade channels and accounts to achieve revenue and profitability targets.
• Analyze internal and external sales data to identify distribution gaps, market opportunities, and competitive threats.
• Lead annual sales planning and target-setting exercises in alignment with corporate objectives.
• Recommend corrective action plans and new initiatives to close sales gaps and improve channel performance.

2. Key Account & Customer Relationship Management

• Build and maintain strong relationships with key customers, distributors, and trade partners.
• Develop joint business plans (JBPs) with key accounts, negotiate trading terms, and monitor execution.
• Collaborate with Key Account Executives to drive sales initiatives, promotions, and channel expansion.
• Ensure consistent execution of merchandising, planogram compliance, and in-store visibility programs.

3. Retail Store Oversight

• Provide strategic guidance and operational oversight of retail store performance through the Sales Operations Executive.
• Monitor store-level KPIs such as sales, footfall, conversion rates, and customer satisfaction.
• Ensure retail operations, merchandising, and in-store promotions align with brand and corporate strategies.
• Evaluate store processes, workforce management, and execution standards to optimize efficiency and profitability.

4. Trade Marketing & Promotions

• Collaborate with Trade Marketing to plan, execute, and evaluate trade promotions, seasonal campaigns, and in-store activations.
• Assess ROI and effectiveness of trade programs and recommend improvements for future campaigns.
• Provide input into pricing, pack changes, and new product launches to maximize sales and competitiveness.
• Ensure timely and effective communication of promotional plans to internal teams and retail partners.

5. Forecasting, Reporting & Performance Management

• Monitor and review sales performance against forecasts and targets.
• Ensure accuracy of category-level and channel-level sales forecasts.
• Prepare reports on sales performance, promotional ROI, and market trends for management review.
• Lead business reviews with internal teams and external partners to track performance and implement corrective actions.

6. Pricing & Market Intelligence

• Conduct competitor price surveys, track industry trends, and gather market insights to inform pricing and promotional strategies.
• Recommend strategic adjustments to maintain competitiveness and protect profitability.
• Stay updated on category developments and consumer behavior to anticipate opportunities and risks.

7. Budget & Financial Management

• Manage trade and A&P budgets, ensuring expenses are aligned with approved plans and accurately tracked.
• Optimize spending and trade investments to maximize ROI and profitability.
• Review P&L performance and take necessary action to achieve financial targets.

8. Leadership & Team Development

• Lead, coach, and mentor Key Account and Sales Operations Executives to develop capabilities and achieve performance goals.
• Foster a culture of accountability, collaboration, and continuous improvement across the sales organization.
• Collaborate closely with Marketing, Trade Marketing, Logistics, and Finance teams to ensure seamless execution of initiatives.

9. Strategic & Corporate Planning

• Contribute to the formulation and execution of corporate sales and trade strategies, including channel segmentation, distribution expansion, and brand-building initiatives.
• Support long-term growth planning through data-driven insights and structured execution.
• Drive alignment between retail, trade, and corporate strategies to achieve sustainable business growth.

• Bachelor's degree in marketing or related discipline.
• Minimum 5–8 years of sales / trade experience in FMCG or consumer goods.
• Proven track record in channel strategy, key account management, and retail oversight.
• Strong leadership, negotiation, and stakeholder management skills.
• Excellent analytical, problem-solving, and decision-making abilities.
• Experienced in budget management, forecasting, and reporting.
• Strategic thinker, hands-on leader, and results-oriented with high integrity.