Sales Lead - General Trade

# Sales Lead - General Trade ## Company Overview A fast-growing Indian FMCG and packaged foods company with an established presence in South India. The organization is currently expanding across existing and new markets, emphasizing a performance-oriented sales culture and strategic growth. ## Job Summary The **Sales Lead - General Trade** will be responsible for driving revenue growth, expanding distribution channels, and strengthening market presence across multiple regions. This role requires a strategic thinker with deep FMCG/general trade experience, capable of managing geographically dispersed teams and scaling the business effectively. The role reports directly to senior leadership and plays a critical part in the company's expansion and market development initiatives. ## Responsibilities - **Develop and execute** the General Trade sales strategy aligned with the company's growth objectives. - **Own revenue, volume, market share, and profitability targets**, creating detailed sales plans on annual, quarterly, and monthly bases across regions, categories, and product lines. - **Identify new markets, distribution opportunities, and growth channels** to expand the company's footprint. - **Strengthen distributor and sub-distributor networks**, improving outlet coverage, product visibility, and range penetration. - **Monitor distributor productivity, inventory levels, service quality, and financial discipline** to ensure optimal performance. - **Build, lead, and develop** a high-performing sales organization, setting clear targets, conducting regular reviews, and coaching teams on distribution management, negotiation, and market development. - **Design and evaluate trade schemes, margins, and market initiatives** to optimize commercial effectiveness. - **Collaborate cross-functionally** with Marketing, Supply Chain, Manufacturing, and Finance to ensure seamless product launches, market activation, demand planning, and financial management. - **Establish dashboards and reporting mechanisms** to track sales productivity, market movement, and commercial performance. - **Conduct regular market visits and business reviews** to ensure on-ground execution aligns with strategic goals. - **Build a culture of ownership, discipline, and accountability** within the sales teams. ## Qualifications - **15–20 years of progressive sales experience** in FMCG, packaged foods, dairy, snacks, condiments, or related consumer categories. - Extensive experience in **building and managing General Trade distribution networks**. - Proven ability to **scale businesses across multiple regions**, especially in South Indian markets (Karnataka, Tamil Nadu, Andhra Pradesh, Telangana). - Strong understanding of **distributor economics, trade schemes, outlet expansion, and sales-force productivity**. - Experience leading **geographically distributed sales teams**. - **Strategic planning and hands-on market execution** skills. - **Strong commercial judgment, analytical skills, and stakeholder management**. - Educational qualifications: **Bachelor’s degree or higher** in Business, Marketing, or related fields. ## Preferred Skills - Exposure to North and West Indian markets. - Experience with **market intelligence, consumer insights, and competitive analysis**. - Ability to **build systems and processes** in a growing organization. - Entrepreneurial mindset with a focus on growth and ownership. - Strong negotiation, communication, and leadership skills. ## Experience - **15–20 years** of relevant sales experience, with a significant portion in FMCG or packaged foods. - Demonstrated success in **building distribution networks** and **scaling businesses** across multiple regions. - Proven track record of **leading and developing sales teams** in a dynamic environment. ## Environment - The role involves **hybrid work**, with frequent **market visits** across South India and other regions. - The position requires **on-ground engagement** with distributors, retailers, and internal teams. - The work setting is **fast-paced and performance-driven**, with a focus on strategic growth and operational excellence. ## Growth Opportunities - Potential to advance into senior leadership roles within the organization. - Opportunity to lead larger teams and regional operations as the company expands. - Involvement in strategic decision-making and business development initiatives.