Sales Manager, Supermarkets (Modern Trade)

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Job Description

Sales Manager, Supermarkets (Modern Trade)

Job Description – Sales Manager, Supermarkets (Modern Trade)

Function

Sales

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.

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.

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.

Key Stakeholders

Internal

Sales, Marketing, BTM, Finance, Supply Chain, Sales Operations and HR.

External

Modern Trade / Supermarket Chains, Retail Accounts, Distributors and Promoters.

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.

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