National Sales Manager

Job Title: National Sales Manager - Confectionery Business

Location:

Reports To:

Job Summary

The National Sales Manager (NSM) will be responsible for leading and managing the entire sales function across India for the confectionery division. This role involves developing and executing sales strategies, managing key channel partners, driving revenue growth, optimizing the GTM (go-to-market) strategy, and leading a medium size, geographically distributed sales team. The NSM will also oversee the execution of trade marketing programs and align distribution with brand goals.

Key Responsibilities

1. Sales Strategy & Planning

Develop and implement short-term and long-term national sales strategies aligned with business objectives.

Conduct market research and competitor analysis to identify growth opportunities.

Prepare annual and quarterly sales forecasts, budgets, and targets.

2. Distribution Management

Design and implement an efficient and scalable distribution model across urban and rural India.

Manage and expand distributor and stockist network; onboard new channel partners in uncovered territories.

Ensure optimal secondary and tertiary sales through effective channel management.

3. Channel & Territory Management

Oversee performance across all sales channels: General Trade (GT), Modern Trade (MT), HORECA, and E-commerce.

Implement regional activation plans and incentive schemes to boost channel partner performance.

Work with Regional Sales Managers (RSMs) and Zonal Managers to ensure territory-level execution.

4. Team Leadership

Build, lead, and mentor a high-performing national sales team including Zonal, Regional, Area, and Territory Managers.

Drive productivity through structured KPIs, performance reviews, and field coaching.

Coordinate with HR for manpower planning, recruitment, and capability development.

5. Trade Marketing & Promotions

Collaborate with marketing teams to design and roll out consumer and trade promotional campaigns.

Ensure Point of Sale (POS) visibility, planograms, and branding are consistently deployed.

Monitor ROI on BTL activities, schemes, and in-store activations.

6. Sales Operations & MIS

Monitor daily, weekly, and monthly sales performance and provide actionable insights.

Manage sales automation tools and CRM systems to track field force efficiency.

Coordinate with finance, logistics, and supply chain for smooth operations and stock availability.

7. Key Account Management (KAM)

Negotiate and manage national tie-ups with modern trade chains and key accounts (e.g., Reliance Retail, D-Mart, Amazon, and Flipkart).

Collaborate on JBP (Joint Business Plans) and category growth strategies.

8. Compliance & Cost Control

Ensure adherence to commercial policies, pricing guidelines, and regulatory standards (e.g., FSSAI).

Monitor and control sales expenditures, claims, and discounts.

Required Skills & Competencies

Leadership & People Management: Ability to lead a medium size, diverse team with clear direction and motivation.

Sales Acumen: Strong understanding of FMCG sales channels and territory management in India.

Analytical Thinking: Capability to interpret data and make data-driven decisions.

Communication Skills: Strong negotiation, presentation, and interpersonal skills.

Execution Excellence: Focused on process adherence, timelines, and business outcomes.

Qualifications

MBA/PGDM in Sales, Marketing, or Business Administration from a reputed institute.

Experience

1215 years of experience in Food & FMCG sales.

At least 23 years in a national or zonal leadership role.

confectionery, snacks, or impulse purchase categories

Proficiency in English, Telugu, and Hindi; knowledge of other South Indian languages is an advantage.

Compensation

Competitive and negotiable.

Key Performance Indicators (KPIs)

National sales revenue & volume targets.

Market share gains in confectionery category.

Channel growth and distribution reach.

Sales team productivity & retention.

Execution of promotional and activation plans.