Sales Manager

The Sales Manager – Modern Trade is responsible for driving sales growth, market share, and brand visibility within modern trade channels such as supermarkets, hypermarkets, retail chains, and key accounts. The role involves managing distributor relationships, negotiating with key accounts, implementing sales strategies, and ensuring excellent execution of trade marketing activities to achieve business objectives.
Responsibilities :
Sales & Business Development

• Develop and implement sales strategies to achieve volume, revenue, and profitability targets in the modern trade channel.

• Identify and secure new business opportunities with key retail accounts and chains.

• Build and maintain strong relationships with category managers, buyers, and store managers.

• Negotiate trade terms, pricing, promotions, and product listings with key accounts.

• Ensure product visibility, availability, and merchandising standards across outlets.

Account & Territory Management

• Manage and monitor performance of key accounts and regional distributors.

• Develop and execute joint business plans with strategic customers.

• Analyze sales performance data to identify trends, gaps, and opportunities for improvement.

• Ensure timely collection of payments and adherence to credit terms.

• Monitor competitor activities and provide market intelligence reports.

Team Leadership & Coordination

• Supervise and motivate sales representatives, merchandisers, and promoters in assigned areas.

• Provide guidance, coaching, and performance evaluation for the sales team.

• Coordinate with the marketing team to ensure successful implementation of promotional campaigns.

• Liaise with supply chain and logistics teams to ensure timely delivery and stock replenishment.

Reporting & Analysis

• Prepare and present weekly and monthly sales reports, forecasts, and business reviews.

• Track ROI on trade promotions and marketing initiatives.

• Use data analytics to optimize route-to-market and improve sales effectiveness.

Qualifications & Experience

• Bachelor’s Degree in Marketing, Business Administration, Sales, or a related field.

• Minimum of 5 years of experience in sales and account management within FMCG or consumer goods, with at least 2 years in modern trade management.

• Proven track record of achieving sales targets and managing key accounts.

• Strong understanding of the modern trade ecosystem, merchandising, and category management.

• Proficiency in Microsoft Office (Excel, PowerPoint) and CRM/Sales tracking tools.

• Valid driver’s license and willingness to travel across assigned territories.