Drive profitable supermarket-channel growth through sales delivery, account expansion, distribution development, retail execution, brand growth, commercial governance, and team leadership. Manage modern trade relationships, new listings, activations, claims reconciliation, budgets, performance reviews, and coordination with Finance, Marketing, Supply Chain, and Sales teams.
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Job Description
Sales Manager, Supermarkets (Modern Trade)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
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