State Head (West Bengal & North East)

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)

1. Sales & Revenue Growth
   • Achievement of monthly, quarterly, and annual targets
   • Growth in primary & secondary sales
   • Market share improvement in confectionery categories
2. Distribution & Market Penetration
   • Increase in numeric and weighted distribution
   • Expansion in outlet coverage and town reach
   • Improved distribution efficiency
3. Team Productivity
   • Achievement of coverage norms and productivity metrics
   • Low attrition and strong talent pipeline
   • Effective field coaching & team engagement
4. Trade Execution Excellence
   • 100% implementation of approved trade schemes
   • Strong in-store visibility and merchandising standards
   • Successful product launches
5. 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

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