Sales Capability Lead at Vadilal Group (Vadilal Ice Cream)

Department: Sales / Learning & Development

Industry: Ice Cream / FMCG

Location: Ahmedabad, Corporate Office

Role Overview

The Sales Capability Lead is responsible for strengthening the sales force effectiveness across all channels (General Trade, Modern Trade, HoReCa & Institutional). This role focuses on capability building, skills enhancement, training design & delivery, performance diagnosis, and development of a high-performing sales team aligned with business goals.

Key Responsibilities

1. Sales Capability Development

• Assess capability gaps across sales teams (ASM, SO, PSR, Distributors teams).
• Develop yearly capability calendar aligned with business priorities.
• Create structured capability frameworks for product knowledge, market execution, GTM, and behavioral competencies.

2. Training Design & Delivery

• Design and deliver training programs on sales fundamentals, GTM execution, and market visit discipline.
• Train teams on outlet execution standards, merchandising, and freezer management.
• Conduct Train-the-Trainer sessions for regional sales managers.

3. Performance Monitoring & Evaluation

• Track training effectiveness using pre/post assessments.
• Monitor productivity improvement KPIs such as strike rate, coverage, volume targets, and billing efficiency.
• Partner with business leaders for periodic capability review.

4. Sales Process Excellence

• Standardize sales processes for order booking, beat planning, merchandising & freezer management.
• Implement SOPs across GT & MT channels.
• Ensure on-ground discipline through periodic joint market working.

5. Digital Learning & Content Development

• Develop micro-learning modules, videos, SOP documents & playbooks.
• Manage LMS platform and drive learning completion.

6. Stakeholder Engagement

• Collaborate with Sales Head, Marketing, HR and Supply Chain for performance enhancement needs.
• Support onboarding of new sales staff with structured induction & field immersion.

Key Skills & Competencies

• Strong understanding of FMCG/ Ice Cream/ Beverage sales systems.
• Excellent communication & facilitation skills.
• Ability to design engaging content and training tools.
• Analytical skills to identify gaps and track improvements.
• Strong stakeholder management.
• Hands-on field exposure and ability to work closely with markets.
• Proficiency in MS Excel, PowerPoint & digital learning tools.

Educational Qualification & Experience

• Graduate/ Postgraduate
• 815 years of experience in FMCG Sales, Trade Marketing or Sales Training.
• Experience in Ice Cream or Frozen Foods industry is an added advantage.
• Proven track record in delivering capability-building initiatives.

Key KPIs

• Improvement in sales productivity metrics.
• Training execution vs plan.
• Capability score improvement across regions.
• Reduction in market execution gaps.
• Successful deployment of sales SOPs & toolkits