Sales Manager

Role Summary:

The Sales Manager is responsible for developing and executing wholesale sales strategies to drive volume, revenue, and market share in the FMCG sector. This role involves managing relationships with wholesale partners, optimizing distribution networks, implementing trade promotions, and ensuring product availability and visibility across markets.

Responsibilities:

Channel Strategy & Planning:

Develop and implement the wholesale channel strategy aligned with the company's sales objectives.

Identify opportunities to expand distribution and penetration within the wholesale segment.

Set and monitor sales targets, KPIs, and budgets for wholesale accounts.

Sales & Distribution Management:

Manage and grow key wholesale accounts, ensuring consistent product availability and timely deliveries.

Negotiate terms of trade, pricing, and promotional deals with wholesalers and distributors. Monitor stock levels, order cycles, and credit exposure of wholesale partners.

Trade Marketing & Promotions:

Collaborate with trade marketing teams to execute activities tailored for the wholesale channel.

Evaluate effectiveness of promotional programs and optimize ROI. Market Intelligence &

Reporting:

Conduct regular market visits to assess channel performance, gather competitive intelligence, and ensure compliance with brand standards.

Prepare accurate sales forecasts and monthly performance reports.

Team Collaboration:

Work cross-functionally with supply chain, finance, and marketing to ensure channel needs are met.

Provide guidance and support to field sales teams focused on wholesale execution.

KPIs:

Channel sales growth vs. target

Distribution reach (numeric & weighted)

Trade spend efficiency

Customer satisfaction/retention

In-market execution compliance

People Management:

The incumbent is responsible for setting clear objectives and performance targets in collaboration with team members, ensuring alignment with overall organizational goals. This role involves actively mentoring, guiding, and providing direction to the team to cultivate skill development, operational efficiency, and continuous improvement. The incumbent applies structured performance management practices to monitor progress, troubleshoot issues, and drive the team towards achieving periodic KPIs. Through strategic oversight and regular feedback, the incumbent fosters a results-oriented environment, empowering the team to meet and exceed established benchmarks while supporting both individual and collective growth.

Functional / Technical Competencies:

Strong knowledge of FMCG wholesale and distribution dynamics.

Proven negotiation and relationship-building skills.

Analytical mindset with the ability to interpret sales data and trends.

Proficiency in Microsoft Excel, PowerPoint, and CRM tools.

Excellent communication and presentation skills.