The Senior Sales Officer is responsible for driving sales growth, strengthening distributor and retailer relationships, expanding market reach, and executing company sales strategies effectively. This field-based role demands strong execution, deep market understanding, and team management capabilities. Key Responsibilities Sales Achievement Achieve or exceed monthly and quarterly primary and secondary sales targets . Drive sales growth through channel development and market expansion within assigned territory. Channel & Distribution Management Appoint and manage distributors, stockists, and sub-stockists . Ensure healthy distributor ROI, optimal inventory levels, and regular order generation. Coordinate stock planning, deliveries, and timely payment collections. Retail Execution Enhance numeric and weighted distribution by increasing retail penetration. Ensure effective visibility, availability, and placement of SKUs at retail outlets. Implement planograms, promotional displays, and trade schemes as per company guidelines. Team Supervision (if applicable) Provide guidance and support to sales representatives, merchandisers, and promoters . Conduct joint market visits to coach and develop team performance. Market Intelligence Monitor and report on competitor activities, pricing strategies, promotional offers, and market trends . Provide actionable insights and feedback to management for informed decision-making. Reporting & Compliance Submit accurate and timely market visit reports, sales data, and beat plans . Ensure adherence to company sales processes, policies, and compliance standards. Qualifications & Experience Bachelors degree in Business, Marketing, or a relevant field (MBA preferred). 3–5 years of experience in FMCG front-line sales . Proven knowledge of FMCG distribution channels (General Trade, Modern Trade, Rural). Strong negotiation, communication, and analytical skills. High degree of ownership with the ability to work independently in the field. Proficiency in MS Excel , and familiarity with sales reporting tools and apps (e.g., Bizom, SFA). Key Performance Indicators (KPIs) Achievement of primary and secondary sales targets . Expansion of outlet coverage and active retail base. Growth in distribution reach and market share. Effective engagement with trade partners. Timely submission of reports and claims.
We are looking for an experienced and results-driven Area Sales Manager to lead and grow our channel sales and distribution network for Wicked Gud products. This senior leadership role is responsible for driving revenue growth, profitability, and strategic direction by leveraging our channel partners, distributors, and retail network. The ideal candidate will bring expertise in FMCG distribution, strong leadership, and a proven track record of managing large teams and delivering results. Key Responsibilities: Lead and execute distribution strategies to drive top-line sales and identify growth opportunities across all markets and segments. Define and implement departmental strategies, objectives, and KPIs including revenue, growth, customer acquisition, secondary sales, distributor/channel performance, and onboarding. Present regular (monthly/quarterly/annual) reports on segment performance and its business impact to senior leadership. Develop and enforce policies and frameworks for dealer operations and ensure timely collections from them. Collaborate with finance to structure competitive pricing and incentive models for channel partners based on market dynamics. Stay updated on industry trends, new products, and services to lead training and orientation programs for sales officers and distributors. Drive deeper penetration of business through existing partners and oversee acquisition of new partners to expand reach. Ensure distribution standards align with company vision, values, and expected behaviors. Build and maintain strong, long-term relationships with distributors to drive revenue growth and minimize attrition. Required Skills & Experience: Minimum 15 years of experience in distribution/channel management in the FMCG food industry. Proven experience in designing and executing end-to-end strategies for distributor and channel management. Strong leadership skills with experience managing large teams and excellent negotiation abilities. Sound understanding of business financials and ability to deliver results within defined parameters. Expertise in channel creation and development with a hands-on, execution-oriented mindset. Demonstrated track record of achieving business goals and scaling operations effectively. Key Competencies: Strategic thinking and planning People management and team leadership Strong analytical and problem-solving skills Excellent communication and relationship-building abilities High business acumen and customer-focused mindset