JOB DESCRIPTION
Manager – Sales, Marketing & Business Development (FMCG)
Job Title: Manager – Sales, Marketing & BD Department: Commercial / Sales & Marketing
Reports To: Commercial Director / Head of Sales Industry: Fast-Moving Consumer Goods (FMCG)
Position Summary
The Manager – Sales, Marketing & Business Development (FMCG) drives revenue expansion, retail distribution
coverage, and brand market share. This role combines distributor network expansion (General Trade & Modern
Trade), strategic B2B/institutional sales, trade marketing, product launches, and brand activation strategies across
consumer goods sales channels.
Key Responsibilities
1. Business Development & Distribution Expansion
Identify and onboard new super-stockists, distributors, key accounts, and retail channels across target geographies.
Expand brand penetration across General Trade (Kiranas/local retail), Modern Trade (supermarket chains), E-
commerce (Quick Commerce), and HoReCa / B2B bulk buyers.
Negotiate margin structures, credit terms, annual joint business plans (JBPs), and distributor incentive programs.
2. Sales Strategy & Primary / Secondary Volume Management
Formulate and achieve monthly, quarterly, and annual targets for primary sales (distributor billing) and secondary
sales (retail off-take).
Monitor stock rotation (FIFO), minimize product expiry/returns, and ensure optimal SKU availability on retail shelves.
Manage field sales teams, track beat plans, and evaluate secondary sales execution via Sales Force Automation (SFA)
tools.
3. FMCG Trade Marketing & Brand Activations
Plan and execute Trade Marketing initiatives, including point-of-sale displays (POSM), end-cap branding, sampling
activations, and seasonal consumer schemes.
Manage Consumer Promotion (CP) and Trade Promotion (TP) budgets, ensuring optimal ROI on trade schemes and
listing fees.
Analyze competitor pricing, consumer trends, packaging innovations, and shelf share to maintain competitive edge.
4. Demand Forecasting & Supply Chain Alignment
Collaborate with Supply Chain and Production teams to align monthly demand forecasting with factory supply
schedules.
Track sales pipeline metrics, distributor stock levels, and regional market demand patterns to prevent stock-outs.
Qualifications & Requirements
- Education: Bachelor's degree in Business, Marketing, Food Technology, or related discipline (MBA in
Marketing/Sales strongly preferred).
- Experience: 4–8 years of proven experience in Sales, Business Development, and Trade Marketing within the FMCG
industry (Food, Beverages, Consumer Packaged Goods).
- Channel Expertise: Deep experience in managing Distributor Networks, General Trade (GT), Modern Trade (MT),
Quick Commerce, and B2B Institutional channels.
- Technical Competencies: Proficiency in Sales Force Automation (SFA) software, DMS (Distributor Management
Systems), CRM tools, and MS Excel data analytics.
- Key Skills: High commercial negotiation capability, team leadership, trade spend management, and strong field
Pay: ₹35,000.55 - ₹50,000.76 per month
Work Location: In person
