Sales Manager (FMCG - B2C & Key Accounts)

The Sales Manager is responsible for the full commercial performance of the sales function. This includes developing sales strategies, managing B2C sales operations, overseeing key account performance, and leading the sales team to deliver volume, value, and distribution targets.

Duties & Responsibilities

Sales Strategy & Market Execution:

• Develop and execute comprehensive sales strategies for B2C retail, wholesale, and key customer segments.
• Drive growth through route?to?market optimization, retail execution, and customer?focused initiatives.
• Identify new business opportunities and expand the company’s footprint across all channels.

Key Customer (B2B) Management:

• Manage and grow relationships with major customers, including retail chains, wholesalers, and strategic partners.
• Negotiate trading terms, pricing, listings, and promotional agreements.
• Conduct business reviews, present performance insights, and manage joint business plans (JBPs).

B2C Sales Operations:

• Oversee field sales execution, merchandising, brand visibility, and in?store promotions.
• Ensure product availability, pricing consistency, and optimal shelf presence across outlets.
• Monitor competitor activities and market dynamics to inform sales decisions.

Team Leadership & Development:

• Lead, coach, and motivate the sales team to achieve monthly and annual sales targets.
• Provide sales training, skill development, and performance management.
• Build a strong, high?performing sales culture with accountability and customer focus.

Forecasting, Reporting & Analysis:

• Collaborate with Supply Chain and Demand Planning to forecast volumes accurately.
• Monitor sales performance and deliver weekly/monthly reports to management.
• Analyze customer data, promotions, margins, and profitability to support decision?making.

Cross?Functional Collaboration:

• Work with Marketing and Trade Marketing on consumer activations and promotional plans.
• Coordinate with Finance on pricing, rebates, and credit management.
• Support NPD (new product development) launches and ensure market readiness

Desired Experience & Qualification

• Bachelor’s degree or Diploma in Sales, Marketing, Business Administration, or equivalent.
• Minimum 5 years’ sales experience in FMCG, with at least 2–3 years in a supervisory or managerial role.
• Strong experience in both B2C and key customer / key account environments.
• Proven track record of achieving sales targets and growing market share.
• Excellent leadership, negotiation, and customer relationship skills.
• Strong analytical and reporting capability.
• Valid driver’s license.

Package & Remuneration

Market-related (depending on experience and education)

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