About the Group
The Group is a diversified Indian enterprise with established businesses across FMCG and flexible packaging.
Priyagold is one of India's leading FMCG businesses with an annual turnover exceeding 3,000 Crore, deep distribution reach, and strong manufacturing capabilities across biscuits, bakery products, confectionery, and packaged foods.
Surya Global Flexifilms is one of India's fastest-growing flexible packaging companies with world-class manufacturing capabilities across BOPP, BOPET, BOPE, Metalized, and specialty films, serving customers across India and global markets.
As the Group continues to scale, it is investing significantly in enterprise technology, data, automation, and Artificial Intelligence to build a modern, intelligence-led organization capable of making faster, smarter, and more informed business decisions.
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About the Role
Priyagold is looking for an experienced Sales Operations Lead to establish, strengthen and lead its Sales Operations and Coordination function.
The role will lead a team of capable Sales Coordinators, each responsible for coordinating with one or more states and their respective sales teams. The objective is to build a well-organised, responsive and effective central coordination function that enables seamless collaboration between the field sales organisation, Corporate Sales Office, Founders Office, Manufacturing, Supply Chain, Finance, Marketing and other business functions.
The incumbent will own the sales planning, target deployment and forecasting process, while ensuring that sales performance, business information and management reporting are accurate, timely and actionable.
A key expectation from this role is to bring structure, discipline and consistency to sales coordination without creating unnecessary layers or friction within the sales organisation. The incumbent must work as a collaborative partner to State Heads and other functional leaders, while ensuring that important business priorities, commitments and issues receive the required attention and follow-through.
Key Roles & Responsibilities
1. Leadership of Sales Coordination Team
- Lead and develop the Sales Coordination team, ensuring clear allocation of state-wise and functional responsibilities.
- Establish common processes, reporting formats, operating standards and timelines across the team.
- Ensure that each coordinator works effectively with their respective State Heads and sales teams, while maintaining strong coordination with central functions.
- Review the quality, accuracy and timeliness of reports, information and deliverables generated by the team.
- Establish regular team reviews to monitor priorities, pending actions, operational issues and commitments.
- Build a culture of ownership, responsiveness, collaboration and accountability within the team.
- Develop the team's capabilities in MIS, business analysis, reporting, coordination and problem-solving.
- Ensure that the team operates as one integrated function, rather than as independent state-wise coordinators.
2. Sales Planning, Target Deployment & Forecasting
- Own and coordinate the annual, quarterly and monthly sales planning process in consultation with the Founder and Sales Leadership.
- Coordinate with State Heads to develop sales plans, consolidate business inputs and establish realistic sales targets.
- Ensure timely deployment and communication of targets across states, territories, channels and sales teams.
- Lead periodic sales forecasting exercises and coordinate inputs from State Heads and Supply Chain.
- Monitor forecast accuracy and identify significant deviations between projected and actual performance.
- Ensure that changes in market demand, sales trends and business priorities are appropriately reflected in forecasts and communicated to relevant functions.
- Establish a structured review mechanism for tracking sales plans, targets, forecasts and achievement.
3. Sales MIS, Performance Monitoring & Management Reporting
- Establish a reliable and standardised sales MIS and reporting framework across the organisation.
- Ensure timely consolidation of daily, weekly and monthly sales reports from all states.
- Monitor sales performance against budgets, targets and forecasts, highlighting gaps and significant deviations.
- Develop and maintain dashboards covering region-wise, state-wise, product-wise, channel-wise and other relevant business parameters.
- Analyse primary and secondary sales, growth trends, sales productivity, distribution performance and other relevant indicators.
- Ensure accuracy, consistency and integrity of sales information and management reports.
- Prepare periodic business reviews and management presentations for the Founder and Sales Leadership.
- Translate business data into meaningful insights, highlighting trends, risks, opportunities and areas requiring management attention.
- Establish standard reporting formats and ensure that management receives relevant information within defined timelines.
4. Cross-Functional Coordination & Business Execution
- Act as the central coordination link between the sales organisation and other key business functions, including Manufacturing, Supply Chain, Finance, Marketing, IT and the Founders Office.
- Work closely with State Heads to understand business requirements, address operational challenges and ensure effective execution of agreed priorities.
- Coordinate with Manufacturing and Supply Chain to align product availability, production plans and dispatch requirements with sales forecasts and market demand.
- Work with Finance on distributor outstanding information, credit-related matters, sales reconciliation, claims and other sales-related financial information.
- Coordinate with Marketing on product launches, promotional activities, trade schemes and communication to the field organisation.
- Ensure timely communication and implementation of management decisions, business initiatives, pricing changes, schemes and other sales-related directives.
- Track important cross-functional commitments and ensure that pending matters are followed through to resolution.
- Identify recurring coordination gaps and work with relevant stakeholders to improve processes and turnaround times.
5. Sales Operations, Distributor & Channel Processes
- Establish and strengthen SOPs, workflows and operating processes governing sales coordination and sales operations.
- Monitor the availability and accuracy of distributor-wise, state-wise and channel-wise business information.
- Coordinate with relevant teams on distributor onboarding, master data, sales claims, incentives, schemes and settlements.
- Monitor primary sales, secondary sales, distributor stock positions and channel performance, wherever data is available.
- Support analysis of distribution reach, market coverage, channel productivity and sales effectiveness.
- Ensure that sales schemes, discounts, claims and other operational transactions follow defined company policies and approval processes.
- Identify opportunities to simplify processes, eliminate duplication and improve operational efficiency.
6. Systems, Technology & Process Improvement
- Drive effective utilisation of sales technology platforms, including Distributor Management Systems (DMS), Sales Force Automation (SFA), FieldAssist and other sales-related applications.
- Ensure effective utilisation of ERP platforms such as SAP, Microsoft Dynamics NAV (Navision) and other business applications used across sales, supply chain and finance.
- Work closely with IT and technology teams to improve system usage, reporting capabilities, data availability and integration across platforms.
- Identify opportunities to automate routine sales coordination, data consolidation and reporting activities.
- Ensure accuracy and consistency of sales master data, distributor records and reporting databases.
- Support system enhancements, user acceptance testing, implementation and adoption of new technology initiatives.
- Drive digitalisation and standardisation of sales processes to improve transparency, efficiency and operational control.
7. Management Reviews, Escalations & Stakeholder Alignment
- Establish a structured operating rhythm for sales reviews, coordination meetings and follow-up on business priorities.
- Ensure that critical issues relating to sales performance, product availability, dispatches, distributor matters and cross-functional dependencies receive timely attention.
- Work collaboratively with State Heads and functional leaders to resolve issues at the appropriate level.
- Identify matters that remain unresolved, have significant business implications or require management intervention, and escalate them directly to the Founder with relevant facts and recommendations.
- Ensure that decisions and management directions are communicated, tracked and followed through to closure.
- Provide the Founder with timely visibility of business performance, significant developments, risks and operational bottlenecks.
This Role Will Suit You If
- You have led Sales Operations, Sales Coordination, Sales MIS or a similar function in a sizeable FMCG organisation.
- You enjoy building capable teams and creating systems that help people work together more effectively.
- You can combine strong analytical abilities with practical business understanding and execution.
- You are comfortable working closely with senior sales leaders, State Heads, the Founder and multiple functional teams.
- You believe in collaboration and influence rather than relying on hierarchy to get things done.
- You are organised, detail-oriented and able to manage multiple priorities without losing sight of important business deliverables.
- You have the maturity to distinguish between matters that can be resolved through coordination and those that require senior management intervention.
This Role May Not Be the Right Fit If
- Your experience is limited to preparing MIS reports without managing the underlying business coordination and execution.
- You prefer working independently rather than leading a team and collaborating with multiple stakeholders.
- You are uncomfortable working in a fast-paced business environment with frequent priorities and cross-functional dependencies.
- You see Sales Operations primarily as a reporting function rather than an integral part of business execution.
Experience & Educational Background
- 15+ years of overall experience in Sales Operations, Sales Coordination, Sales Planning, Sales MIS or related functions.
- At least 35 years of experience leading a Sales Operations, Sales Coordination or similar team.
- Experience in a mid-sized or large FMCG organisation, preferably with a multi-state and multi-channel distribution network.
- Experience working closely with State Heads, senior sales leadership and cross-functional business teams.
- MBA / PGDM in Sales & Marketing, Operations, Business Management or an equivalent qualification.
- Graduation in Commerce, Management, Economics or a related discipline.
Skills & Competencies
Functional & Technical Competencies
- Strong understanding of FMCG sales and distribution operations, including primary and secondary sales processes.
- Excellent capabilities in sales planning, target setting, forecasting and performance monitoring.
- Advanced MS Excel proficiency: Strong command over advanced Excel functions, Pivot Tables, complex formulas, lookups, data modelling, data consolidation and management reporting. This is a critical requirement.
- BI & Dashboard Reporting: Practical experience with Power BI or equivalent business intelligence tools, including dashboard development, data visualisation and performance reporting.
- SQL & Data Extraction: Working knowledge of SQL, with the ability to extract, query, analyse and interpret data from business databases.
- Sales Technology: Hands-on familiarity with DMS, SFA platforms and tools such as FieldAssist.
- ERP Systems: Experience working with SAP, Microsoft Dynamics NAV (Navision) or equivalent ERP platforms, preferably in an FMCG environment.
- Ability to work with large volumes of sales data and convert them into meaningful business insights and management reports.
- Strong understanding of distributor management, trade schemes and sales-related operational processes.
