Sales Manager, Supermarkets (Modern Trade)

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Job Description

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