General Manager Sales (General Trade)

Position Overview:

The General Manager Sales (General Trade) is responsible for driving revenue growth, expanding market share, and leading the General Trade sales function across India. This role requires strategic planning, strong team leadership, and operational excellence to ensure sustainable business growth in line with organizational objectives.

Key Responsibilities:

• Develop and execute the General Trade sales strategy for all regions across India to achieve volume, value, and distribution objectives.

• Lead, mentor, and motivate a large pan-India sales team including Regional Sales Managers, Area Sales Managers, and frontline sales staff.

• Identify new business opportunities, channels, and geographies to expand market reach and penetration.

• Build and maintain strong relationships with distributors, stockists, wholesalers, and key trade partners to drive loyalty and business growth.

• Monitor, analyze, and report on sales performance metrics, market trends, and competitor activities, recommending corrective actions where needed.

• Oversee trade promotions, schemes, merchandising, and in-store visibility programs to ensure effective execution and ROI.

• Collaborate with Marketing, Supply Chain, and Finance teams to align demand planning, inventory management, and credit control.

• Drive the implementation of sales automation tools and processes to improve productivity and reporting.

• Ensure compliance with company policies, legal, and regulatory requirements in all business operations.

• Prepare and manage the General Trade sales budget, ensuring efficient use of resources.

Qualifications & Experience:

• Graduate in Business Administration or related field (MBA in Sales/Marketing preferred).

• Minimum 10 years of progressive experience in General Trade sales within the FMCG sector, with at least 5+ years in a senior leadership role managing large teams and multiple geographies.

• Proven track record of delivering revenue growth and driving market expansion at scale.

Key Skills & Competencies:

• Deep understanding of General Trade channels and FMCG distribution networks.

• Strong leadership and people management skills to drive high-performance culture.

• Excellent negotiation, relationship-building, and stakeholder management skills.

• Strategic thinking with the ability to translate plans into actionable results.

• Analytical mindset with proficiency in sales reporting, forecasting, and budgeting.

• Willingness to travel extensively across India.