Executive Director - India Sales

Minds And Values · Bengaluru, India

Executive Director – India Sales

Location: Ahmedabad

Reporting To: Board of Directors

Experience: 15+ Years

Compensation: ₹50 LPA (70% Fixed | 30% Variable)

Role Overview

We are seeking an accomplished and result-oriented Executive Director – India Sales to lead the company's commercial growth across General Trade, Modern Trade, E-commerce, CSD and other emerging channels . The role will be responsible for driving sustainable revenue growth, expanding market share, strengthening distribution networks, improving sales productivity, and building a high-performing sales organization.

The ideal candidate should possess extensive FMCG/Food industry experience with a proven track record in Go-To-Market (GTM) strategy, Route-to-Market (RTM), distribution management, Modern Trade, E-commerce, sales transformation, and channel development.

Key Responsibilities

Business Leadership

• Own and deliver the overall India Sales business across General Trade, Modern Trade, E-commerce, CSD and other strategic channels in terms of revenue, volume, profitability and market share.
• Drive sustainable and profitable business growth through effective commercial planning and execution.
• Develop and execute the company's long-term commercial strategy aligned with business objectives.

Go-To-Market & Distribution

• Develop and execute best-in-class Go-To-Market (GTM) and Route-to-Market (RTM) strategies across all sales channels.
• Strengthen and expand distribution networks, ensuring optimum market coverage, outlet reach and distributor profitability.
• Drive numeric distribution, weighted distribution, outlet productivity and execution excellence.
• Identify white-space opportunities and lead expansion into new markets, territories and channels.
• Build strong relationships with distributors, super-stockists, wholesalers, Modern Trade customers and key channel partners.

General Trade Excellence

• Lead General Trade sales strategy across urban and rural markets.
• Improve distribution efficiency, beat productivity, strike rate and outlet servicing.
• Drive secondary sales growth and enhance execution at the point of sale.
• Ensure effective stock availability and market coverage across the GT network.

Modern Trade & Key Accounts

• Develop and execute Modern Trade growth strategies across national and regional key accounts.
• Build strategic relationships with leading retail chains to maximize business opportunities.
• Improve assortment, visibility, merchandising, shelf share and promotional effectiveness.
• Drive Joint Business Plans (JBPs), category growth initiatives and channel profitability.
• Monitor account-wise performance, profitability and return on trade investments.

E-commerce & Quick Commerce

• Develop and execute the E-commerce growth strategy across marketplaces, Quick Commerce and D2C channels.
• Drive revenue, market share and profitability across online platforms.
• Improve digital assortment, content quality, pricing strategy, promotions and visibility.
• Work closely with marketing teams on digital campaigns to drive traffic and conversion.
• Monitor online sales analytics, customer insights and platform performance to identify growth opportunities.

Commercial & Business Planning

• Lead Annual Operating Plans (AOP), budgeting, forecasting and demand planning.
• Optimize pricing, trade spends and promotional investments.
• Ensure effective inventory planning and healthy stock rotation across channels.
• Analyze market trends, competition, consumer insights and pricing dynamics to drive business decisions.

Cross Functional Leadership

• Partner with Marketing, Supply Chain, Finance, Manufacturing and Demand Planning teams to ensure seamless execution of business plans.
• Lead successful product launches and national rollouts across all sales channels.
• Drive sales automation, digital transformation and data-driven decision making.

People Leadership

• Recruit, mentor and develop a high-performing national sales organization.
• Build leadership capability across Regional, Zonal and State sales teams.
• Drive a performance-oriented culture through strong KPI management, accountability and execution discipline.
• Review sales performance regularly and implement corrective actions to achieve business targets.

Key Requirements

• 15+ years of progressive leadership experience in FMCG/Food & Beverage sales.
• Strong experience in managing large-scale General Trade businesses with exposure to Modern Trade and E-commerce.
• Proven expertise in GTM, RTM, distribution management and channel development.
• Demonstrated success in delivering aggressive revenue, volume and market share growth.
• Experience managing large distributor networks and multi-state sales operations.
• Strong commercial acumen with excellent analytical, negotiation and stakeholder management skills.
• Proven ability to build high-performing teams and lead organizational transformation.

Preferred Experience

• FMCG / Food & Beverage industry.
• Experience handling General Trade, Modern Trade, E-commerce and Quick Commerce businesses.
• Experience launching new products and scaling brands nationally.
• Experience working with national key accounts and leading online marketplaces.
• Exposure to digital sales transformation and sales automation initiatives.

Key Success Metrics (KPIs)

Business Performance

• Revenue Growth
• Volume Growth
• EBITDA Contribution
• Gross Margin Improvement
• Market Share Growth

Distribution

• Numeric Distribution
• Weighted Distribution
• Outlet Coverage Expansion
• Rural Penetration
• Distributor Productivity

Modern Trade

• Key Account Growth
• Shelf Share & Assortment
• JBP Execution
• Trade ROI
• Channel Profitability

E-commerce

• GMV Growth
• Market Share
• Quick Commerce Growth
• Digital Availability
• Conversion & ROI
• Online Channel Profitability

Sales Excellence

• Forecast Accuracy
• Secondary Sales Growth
• Sales Team Productivity
• Beat Productivity
• Strike Rate
• Sales Force Effectiveness