About the role

Sales Head – Biscuit Division (North India)

Industry

FMCG (Biscuit & Bakery Products)

Location

New Delhi (Remote)

Role Overview

The Sales Head is responsible for driving revenue growth, expanding market share, and leading the sales strategy for the biscuit category. This role oversees distribution, channel management, and sales team performance across regions.

Key Responsibilities

Sales Strategy & Planning
- Develop and execute national/regional sales strategies for biscuit products
- Set sales targets, forecasts, and budgets
- Identify growth opportunities in urban and rural markets
Distribution & Channel Management
- Strengthen distribution network (general trade, modern trade, wholesale)
- Ensure product availability across all key outlets
- Appoint and manage distributors, stockists, and super stockists
Team Leadership
- Lead, mentor, and manage regional sales managers and field sales teams
- Set KPIs and monitor performance regularly
- Drive a high-performance sales culture
Market Expansion
- Identify new markets and territories for expansion
- Launch new biscuit variants and ensure successful market penetration
- Increase numeric and weighted distribution
Trade Marketing & Promotions
- Plan and execute trade schemes, discounts, and retailer incentives
- Coordinate with marketing for in-store visibility and promotions
- Monitor competitor activities and pricing strategies
Key Account Management
- Manage relationships with modern retail chains and large accounts
- Negotiate contracts, pricing, and shelf space
Sales Operations & Reporting
- Track sales performance, stock levels, and secondary sales
- Analyse data to improve efficiency and profitability
- Ensure timely reporting and MIS

Key Skills & Competencies

Strong understanding of FMCG sales and distribution systems
Expertise in general trade & modern trade channels
Leadership and team management skills
Negotiation and relationship-building abilities
Analytical and strategic thinking
Strong communication and execution skills

Qualifications & Experience

Education: Post Graduate or Graduate (MBA/BBA preferred in Sales/Marketing)

Experience: 12–15+ years of experience in FMCG sales (preferably biscuits/bakery/foods)

Track Record: Proven track record of achieving sales targets and scaling distribution

Key Performance Indicators (KPIs)

Revenue growth and market share
Distribution reach (numeric & weighted)
Sales target achievement (%)
Outlet coverage and productivity
ROI on trade schemes

Reporting Structure

Reports to: Managing Director

Direct Reports: Regional Sales Managers, Area Sales Managers

Work Environment

Extensive travel across regions

Field-intensive role with regular market visits

Sales Head-North India