About the Company
With extensive industry experience, this organization has built a trusted reputation in the biscuit and snack industry across India and international markets including Africa, North America, the Middle East, and Singapore. Its diverse portfolio spans biscuits, cookies, toast, cakes, and namkeens, reflecting a strong commitment to quality, nutrition, and consistent product excellence. The company continues to expand its footprint through disciplined quality control and a focus on delivering top-quality products.
Position Overview
The National Sales Manager (General Trade) will lead sales growth, market expansion, and distribution excellence across India. Reporting to the CMO, this role drives strategy and execution for the General Trade (GT) channel, overseeing regional teams, strengthening distributor networks, and achieving revenue and profitability targets in a competitive FMCG environment.
Key Responsibilities
- Develop and implement national sales strategies for the General Trade channel.
- Drive achievement of sales volume, value, market share, and profitability targets.
- Identify growth opportunities across regions, categories, and product portfolios.
- Collaborate with marketing and supply chain teams to ensure effective market execution.
- Expand and strengthen the distributor and dealer network across India.
- Monitor distributor performance and implement corrective action plans to ensure sustainable growth and ROI.
- Lead and mentor Regional Sales Managers, Area Sales Managers, and sales teams to drive performance and capability building.
- Ensure effective implementation of trade schemes, promotions, and visibility initiatives.
- Monitor market trends, competitor activities, pricing, and consumer behavior to inform strategy.
- Manage sales budgets, trade spends, forecasting, and inventory planning with commercial discipline.
- Build strong relationships with key distributors, wholesalers, and trade partners while coordinating with internal stakeholders.
- Present business reviews and growth plans to senior leadership, ensuring alignment with strategic goals.
Required Experience & Qualifications
- Education: MBA in Sales, Marketing, or Business Management preferred; Bachelor's degree in Business, Commerce, Marketing, or related field.
- Experience: 15+ years in FMCG sales with at least 5 years in a national leadership role.
- Leadership: Proven ability to lead large regional teams and manage distributor networks across India.
- Technical Expertise: Strategic Sales Planning, Distribution Network Management, Channel Development, P&L Understanding, Data Analytics & Sales Forecasting, Trade Marketing.
- Soft Skills: Strong negotiation, influencing, communication, and presentation skills; strategic, analytical, and results-driven leadership style.
Why Consider this Opportunity?
- Lead national sales strategy for a well-established and growing FMCG brand.
- Shape the General Trade channel across diverse markets in India.
- Drive measurable impact on revenue, profitability, and market share.
- Collaborate closely with senior leadership and cross-functional teams.
- Influence business growth through strategic distribution and trade excellence.
- Be part of a legacy organization with strong quality credentials and expanding global reach.
#LI-NV1
- Handling 2 zones at least and from same category.
- MBA and PAN India experience in same category