Senior Sales Manager

Senior Sales Manager (B2C) EggBreak & Truelay

About the Role

EggBreak and Truelay are redefining how Indian consumers buy and consume eggs through premium, hygienically processed liquid eggs, boiled eggs and fresh graded eggs.

The Senior Sales Manager B2C will lead the Hyderabad launch into retail supermarkets, modern trade, quick commerce platforms, and direct-to-consumer subscription models, ensuring maximum visibility, availability and brand recall from day one.

Key Responsibilities

Retail & Modern Trade Sales Strategy

• Develop and execute a B2C sales strategy across retail, modern trade and online channels.
• Identify and onboard major retail chains (Ratnadeep, More, Spencers, Reliance Fresh, Metro Cash & Carry, Q-Mart, Vijetha).
• Negotiate listing agreements, shelf placements and in-store promotions.

Quick Commerce Onboarding

• Initiate partnerships with Blinkit, Zepto, Swiggy Instamart, Amazon Fresh, BigBasket.
• Negotiate visibility placements, promotional banners and product ranking boosts.

Subscription Model Development & Growth

• Design and implement a direct-to-consumer subscription model for daily/weekly egg deliveries.
• Work with marketing & tech teams to launch subscription via app, website and WhatsApp ordering.
• Develop tiered subscription packages (e.g., liquid egg plans, boiled egg plans, mixed SKUs) with flexible frequency options.
• Drive acquisition campaigns to convert first-time buyers into long-term subscribers.
• Monitor churn rate, retention metrics and lifetime value (LTV) of subscribers to continuously improve offerings.

Trade Marketing & Activation

• Plan and execute in-store sampling, POS branding and launch promotions.
• Collaborate with marketing to design campaigns for consumer engagement.
• Ensure strong shelf presence and brand visibility.

Team Leadership

• Hire and lead a team of Key Account Executives, Quick Commerce Executives and Merchandisers.
• Conduct training for field staff on product USPs, consumer engagement scripts and subscription promotion tactics.

Inventory & Distribution Coordination

• Work closely with the supply chain team to maintain 100% product availability in all listed outlets and subscription fulfillment routes.
• Manage stock rotation to avoid expiry losses.

Performance Management

• Track sales performance, subscription growth and ROI of promotions.
• Provide detailed sales analytics and improvement plans to management.

Required Skills & Qualifications

• 8-12+ years in FMCG B2C sales, preferably in fresh foods, dairy, meat or frozen products.
• Strong network with retail buyers, category managers and quick commerce decision-makers.
• Proven experience in launching and scaling subscription-based sales models in FMCG or fresh food.
• Strong negotiation, presentation and closing skills.
• Data-driven approach with experience in subscription analytics (churn, LTV, retention).
• Proficiency in MS Excel, PowerPoint and CRM systems.

Ideal Candidate Profile

• Has successfully launched an FMCG product in Hyderabads retail, modern trade and direct-to-consumer subscription space.
• Comes from brands like Amul, Heritage Foods, Milky Mist, Licious, Country Delight, Supr Daily, Suguna Foods, Godrej Tyson.
• Balances strategic account management with hands-on market activation.
• Comfortable in a startup environment with aggressive expansion goals.