National Sales Manager - Modern Trade

Job Summary

• To support Head - Consumer Sales develop sales and distribution strategies for modern trade channel and help organization achieve its sales volume and profitability targets


• To develop client relationships and steer IFFCO's key account management activities for modern trade clients

Roles & Responsibilities

• Manage the end-to-end customer relationship management with modern trade customers - building long term growth strategies with clients, resolving queries and servicing disputes


• Create annual sales plan for Modern trade channel aligned to the overall sales plan for consumer sales Lead a team of merchandisers and key account executives to drive visibility and off takes through the modern trade outlets


• Proactively scan market and lead customer pitches for developing new accounts and growing existing accounts Operational


• Achieve modern trade sales target in terms of sales volume, profitability, market share and other relevant metrics


• Prepare annual budget for modern trade and seek Leadership approval for scheduled expenditures


• Track adherence to budget, analyse variances and initiate corrective actions


• Provide inputs on annual and monthly sales volume forecasts by product/categories aligned to customer's business plans and IFFCO's marketing plans


• Set sales targets for team members in terms of key performance indicators such as sales activities completed, volume growth, etc. and periodically conduct performance reviews to determine progress in attaining objectives and take corrective actions


• Disseminate information on key performance indicators based on MIS / financial statements and prepare detailed analysis on deviations from target for Leadership team's review


• Drive key account management activities and act as primary contact for key existing and new customers with an aim to continuously improve share of shelf (relative to competitors) and amplify product visibility


• Execute trade marketing and trade promotions interventions with the modern trade sales strategy and overall business strategy. Ensure timely and effective execution of in-store activations, and merchandising Responsible for development and rollout of in-store visibility plans in coordination with the Distributor and the Modern Trade outlet. Periodically visit the modern trade outlets and monitor performance


• Create long-term purchase agreements with key accounts. Negotiate composite annual / product deals with regards to shelf space, merchandising, point of sale material, in-shop events, promotions, product demonstrations and sampling


• Support Key Accounts Executives / Channel Sales Manager in expanding customer base, hunting for new accounts and farming opportunities with existing clients


• Conduct periodic meetings with key customer representatives to calibrate customer expectations, understand competitors plans and analyse build deeper client relationship


• Work with merchandisers to develop and monitor implementation of in-store visibility plans


• Conduct surprise reviews at key account outlets to ensure compliance to merchandising objectives and deal terms by the modern trade partner


• Ensure implementation of IFFCO's annual marketing plans as per the strategy and guidelines set and agreed with the marketing team. Create timely progress reports and suggest improvements for the same


• Work with marketing team to drive trade promotions. Ensure tracking and publication of reports as per agreed promotion plan


• Share timely and accurate market intelligence and inputs with Marketing team to help formulate pricing strategy


• Supervise follow ups with customers / clients on a regular basis to ensure timely collection of account receivables in accordance with collection policies, procedures and targets


• Lead recovery of overdue outstanding. Collaborate with relevant departments involved with the account and formulate recovery strategy People Management

KPIs

• Sales target achievement


• Market share


• Profitability


• Days sales outstanding / receivables


• On-time in full customer order delivery rate


• Cycle time - customer order processing


• Customer satisfaction score


• Adherence to budget


• Freshness


• OSA across different outlets

Work experience requirement

• ‎10+ years of experience in sales roles managing modern trade channel


• Experience in FMCG organization is desirable

Qualification

MBA of Post-Graduate Diploma in Management from a reputed university

Competencies

Ownership & Result Orientation
Business Acumen
Knowledge of International and/or Local Laws and Regulations
Knowledge of Value Chain Management
Sales and Distribution Strategy Management
Consumer Behavior B2B and B2C
Self and Team Management
Planning & Decision Making
Strategic Thinking
Change Management
Business Unit: S&D(UAE) (‎374)
Business Group: S&D(GCC) (‎240)