Job Summary
The Sales Manager is responsible for driving sales growth, expanding market share, and achieving revenue targets within the FMCG sector.
This role involves leading a team of sales executives or representatives, managing key distributor and retail relationships, implementing effective sales strategies, and ensuring product visibility and availability across assigned territories.
Key Responsibilities
Sales Strategy & Execution:
Develop and execute sales plans to achieve company revenue and market share objectives.
Identify growth opportunities across modern trade, general trade, and key accounts.
Analyze market trends and competitor activities to guide strategic decisions.
Team Leadership & Performance Management:
Lead, coach, and motivate the sales team to meet and exceed sales targets.
Conduct regular performance reviews and training sessions for sales representatives.
Assign territories, monitor field activities, and ensure proper coverage.
Channel & Distributor Management:
Build and maintain strong relationships with distributors, wholesalers, and key retailers.
Monitor distributor stock levels, sales performance, and credit management.
Negotiate trade terms, pricing, and promotional support with partners.
Sales Operations & Reporting:
Track daily, weekly, and monthly sales performance against set KPIs.
Provide accurate sales forecasts and market intelligence reports.
Ensure prompt resolution of customer or distributor issues.
Marketing & Activation Support
Collaborate with the marketing team to plan and execute trade promotions and activations.
Monitor the effectiveness of in-store visibility and promotional campaigns.
Ensure proper merchandising and brand representation at all sales outlets.
Compliance & Administration
Ensure adherence to company policies, pricing structures, and ethical sales practices.
Manage budgets, claims, and incentive programs effectively.
Key Performance Indicators (KPIs)
Achievement of monthly/quarterly sales targets
Market share growth within assigned territories
Distribution and product availability rates
Sales team performance and retention
Accuracy of sales reporting and forecasting
Qualifications & Experience
Bachelor's degree in Business Administration, Marketing, or related field (MBA is an advantage).
5 - 7 years of progressive sales experience in the FMCG industry.
Proven experience managing sales teams and distributors.
Strong negotiation, analytical, and leadership skills.
Proficiency in MS Office and sales reporting tools (e.g., Power BI, CRM software).
Core Competencies:
Excellent communication and interpersonal skills
Strong business acumen and market understanding
Strategic planning and problem-solving ability
Results-oriented and target-driven
Ability to work under pressure and manage multiple priorities.