About the role

Job Title: Sales Manager – General Trade (State Head)

Industry: Confectionery & Chocolate (FMCG)

Channel: General Trade

Location: State-Level Responsibility

Reporting To: Regional Sales Head / National Sales Manager

Job Purpose

The Sales Manager – General Trade (State Head) is responsible for driving state-wide sales growth, distribution expansion, and market share enhancement for confectionery and chocolate products. The role involves leading the state sales team, managing distributor networks, executing trade strategies, and delivering revenue and volume targets across urban and rural markets.

Key Responsibilities

State Sales Leadership

Lead complete state-level General Trade sales operations
Drive achievement of primary and secondary sales targets
Develop and execute annual operating plans aligned with company objectives

Distributor Management

Appoint and develop distributors to ensure optimal coverage
Monitor distributor ROI, stock levels, and liquidation
Ensure efficient order booking, claim settlement, and working capital management
Strengthen distributor relationships and resolve escalations

Team Management

Lead, coach, and mentor Area Sales Managers, Sales Officers, and field teams
Drive productivity metrics: coverage, strike rate, average billing
Conduct regular market visits and performance reviews
Build high-performance culture and succession planning

Distribution & Market Expansion

Increase numeric and weighted distribution across the state
Expand into new towns, rural markets, and high-potential outlets
Ensure strong presence in wholesale and retail segments

Trade Marketing & Execution

Execute trade schemes, promotions, and consumer offers effectively
Drive successful new product launches and visibility initiatives
Ensure superior merchandising, shelf share, and display execution

Market Intelligence & Strategy

Track competitor activities, pricing, and promotional strategies
Monitor consumer trends and demand patterns
Recommend corrective actions to improve market share

Planning & Controls

Manage sales forecasting, budgeting, and expense control
Ensure timely and accurate MIS reporting
Maintain compliance with company systems and policies

Key Result Areas (KRAs)

Sales & Revenue Growth: Achievement of monthly, quarterly, and annual targets; Growth in primary & secondary sales; Market share improvement in confectionery categories
Distribution & Market Penetration: Increase in numeric and weighted distribution; Expansion in outlet coverage and town reach; Improved distribution efficiency
Team Productivity: Achievement of coverage norms and productivity metrics; Low attrition and strong talent pipeline; Effective field coaching & team engagement
Trade Execution Excellence: 100% implementation of approved trade schemes; Strong in-store visibility and merchandising standards; Successful product launches
Operational & Financial Discipline: Accurate forecasting & reporting; Controlled trade spends within budget; Compliance with internal policies

Desired Skills & Competencies

Strong leadership and team management capabilities
Proven experience in General Trade (mandatory)
Experience in FMCG / Confectionery / Chocolate preferred
Strong distributor management & negotiation skills
Excellent analytical, planning, and forecasting skills
High execution orientation and result-driven mindset
Ability to handle large geographic territories

Qualifications

Graduate (MBA preferred)
15–20 years of FMCG sales experience
Minimum 3–5 years in a state-level leadership role

For more information, visit: Lotus Chocolate