JOB DESCRIPTION Position
Sales Manager – FMCG
Department
Sales & Marketing
Reporting To
General Manager / AGM – Sales & Marketing
Location
Kerala (Head Office) – Responsible for Entire Kerala Operations
Job Purpose
To drive sales growth, market expansion, distributor development, and brand visibility for the company's Breakfast Food Products across Kerala. The Sales Manager will be responsible for achieving sales targets, expanding market coverage, strengthening distributor relationships, improving product availability, ensuring effective merchandising, and leading the sales team to achieve sustainable business growth.
Key Responsibilities1. Sales & Business Development
- Achieve monthly, quarterly, and annual sales targets.
- Develop and execute sales strategies for Breakfast Food products.
- Increase primary and secondary sales across Kerala.
- Expand market penetration in General Trade, Modern Trade, and Wholesale channels.
- Identify new business opportunities and untapped markets.
- Increase market share and product visibility.
2. Distributor Management
- Appoint and develop distributors across assigned territories.
- Ensure distributor profitability and business sustainability.
- Conduct monthly distributor business reviews.
- Monitor distributor inventory levels.
- Ensure proper stock rotation and FIFO practices.
- Minimize stock expiry and damages.
- Resolve distributor issues promptly.
- Improve distributor ROI and working efficiency.
3. Retail Market Development
- Increase retail outlet coverage.
- Improve numeric and weighted distribution.
- Ensure availability of all active SKUs.
- Monitor competitor activities and pricing.
- Increase shelf visibility and merchandising standards.
- Ensure implementation of promotional activities.
- Conduct regular market visits.
4. Sales Team Management
- Recruit, train, and develop Sales Officers and Sales Executives.
- Allocate sales territories effectively.
- Conduct joint market visits.
- Monitor daily sales activities.
- Review daily reports and productivity.
- Set individual KPIs and sales targets.
- Conduct weekly and monthly performance reviews.
- Coach the team to improve market execution.
5. Sales Planning
- Prepare monthly sales forecasts.
- Develop territory-wise sales plans.
- Plan seasonal demand for breakfast food products.
- Coordinate production planning with the factory.
- Maintain optimum stock availability.
6. Product Launch & SKU Expansion
- Launch new products successfully.
- Introduce new SKUs across all channels.
- Ensure product placement in key retail outlets.
- Monitor sales performance of new launches.
- Collect market feedback for product improvements.
7. Modern Trade & Institutional Sales
- Develop business with supermarkets and retail chains.
- Manage key accounts.
- Negotiate commercial agreements.
- Improve shelf visibility.
- Execute promotional campaigns.
- Develop institutional sales opportunities including hotels, restaurants, caterers, hostels, hospitals, and educational institutions.
8. Marketing Execution
- Execute BTL marketing activities.
- Plan product sampling campaigns.
- Conduct retailer engagement programs.
- Coordinate promotional events.
- Ensure proper utilization of marketing materials.
- Support digital marketing campaigns from the market perspective.
9. Credit & Collection Management
- Monitor customer outstanding balances.
- Ensure timely collections.
- Maintain healthy debtor days.
- Coordinate with the Accounts Department.
- Prevent overdue payments.
- Recommend credit limits for distributors.
10. Reporting & MIS
- Submit Daily Sales Reports (DSR).
- Prepare Weekly Sales Reports.
- Prepare Monthly Business Review reports.
- Analyze sales trends.
- Monitor market intelligence.
- Present sales performance to management.
- Maintain accurate sales records and CRM updates.
11. Coordination
- Coordinate with:
- Production
- Dispatch & Logistics
- Quality Control
- Accounts
- Marketing
- Purchase
- Customer Service
to ensure uninterrupted product availability and customer satisfaction.
12. Customer Relationship Management
- Maintain excellent relationships with distributors and retailers.
- Handle customer complaints effectively.
- Ensure timely resolution of issues.
- Improve customer satisfaction.
- Develop long-term business partnerships.
13. Compliance
- Follow company policies and SOPs.
- Ensure ethical business practices.
- Comply with FSSAI guidelines applicable to sales and product handling.
- Maintain confidentiality of company information and customer data.
Key Performance Indicators (KPIs)
- Achievement of Sales Targets (%)
- Primary Sales Growth
- Secondary Sales Growth
- Market Coverage
- New Distributor Appointments
- New Retail Outlet Additions
- SKU Availability
- Numeric Distribution
- Weighted Distribution
- Product Visibility
- Outstanding Collection Efficiency
- Debtor Days
- Distributor Satisfaction
- New Product Launch Success
- Team Productivity
- Sales Team Retention
- Market Share Growth
- Monthly Sales Forecast Accuracy
- Complaint Resolution Time
- Customer Satisfaction Index
Key Result Areas (KRAs)
- Achieve assigned sales targets.
- Expand distribution network across Kerala.
- Increase retail penetration.
- Ensure product availability in all assigned territories.
- Build and manage a high-performing sales team.
- Improve collection efficiency and credit control.
- Successfully launch new products.
- Strengthen distributor partnerships.
- Enhance brand visibility and merchandising.
- Deliver sustainable business growth and profitability.
Required Qualifications
- Graduate in any discipline (MBA in Marketing preferred).
- Minimum 5–8 years of FMCG sales experience, with at least 2–3 years as a Sales Manager.
- Proven experience in Breakfast Food Products such as Ready-to-Eat, Ready-to-Cook, Rice Products, Idiyappam, Appam, Puttu, Chapati, Frozen Foods, Batter Products, or similar FMCG categories.
- Strong knowledge of the Kerala FMCG market and distribution network.
- Experience handling General Trade, Modern Trade, Wholesale, and Institutional Sales.
Pay: ₹45,000.00 - ₹65,000.00 per month
Work Location: In person
