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Job Purpose

The Deputy Head of Sales plays a pivotal role in driving revenue growth, market penetration, and route-to-market (RTM) strategy for the company's FMCG distribution portfolio. This role assists the Head of Sales in leading field sales teams, managing key channel accounts (Modern Trade, Traditional Trade, Key Accounts, and Wholesale), overseeing regional distribution networks, and ensuring sales targets and trade margin objectives are consistently met.

Key Responsibilities

1. Strategic Sales Management & Execution

• Partner with the Head of Sales to formulate and execute annual sales plans, channel strategies, and distribution expansion targets.

• Drive numeric and weighted distribution across assigned territories, ensuring optimal product availability and visibility.
• Monitor sales volume, revenue targets, and collection performance on a daily, weekly, and monthly basis.

2. Channel & Route-To-Market (RTM) Optimization

• Oversee multi-channel operations including Traditional Trade (TT/Wholesale/Retail) and Modern Trade (MT/Key Accounts).
• Optimize salesman routes, beat plans, call frequencies, and coverage efficiency across territories.
• Analyze distributor performance, stock turn ratios, and channel profitability to minimize stock-outs and excess inventory.

3. Team Leadership & Field Coaching

• Manage, mentor, and evaluate Regional Sales Managers, Area Sales Managers, and Supervisors.
• Conduct regular market visits and joint field work to coach sales representatives, audit in-store execution, and gather market intelligence.
• Set clear KPIs, incentive structures, and performance management framework for the sales force.

4. Trade Marketing & Commercial Execution

• Collaborate with Trade Marketing to execute trade promotions, scheme rollouts, merchandising, and point-of-sale display standards.
• Ensure effective utilization of trade budgets and track promotion ROI.
• Monitor competitor activities, pricing trends, scheme structures, and new product launches to adjust tactical sales plans promptly.

5. Stakeholder & Principal Management

• Maintain strong relationships with key retail partners, wholesalers, and key account buyers.
• Coordinate with brand principals and internal supply chain teams to align demand forecasting with sales pipelines.
• Ensure timely credit collection, aging management, and strict adherence to commercial credit policies.

1. Education & Experience

• Bachelor’s Degree in Business Administration, Marketing, Economics, or a related field (Master’s / MBA is a plus).
• 7+ years of progressive sales experience in the FMCG sector, with at least 3–5 years in a managerial role supervising multi-layered sales teams within an FMCG distribution setup.

2. Functional & Technical Skills

• Deep understanding of FMCG Route-to-Market strategies, trade marketing principles, and channel dynamics (TT, MT, Key Accounts).
• Strong capability in sales forecasting, budget management, and sales data analytics.
• Proficiency in Sales Force Automation (SFA) tools, Distribution Management Systems (DMS), ERP systems (e.g., Odoo, SAP), and Microsoft Excel.