Head of retail sales

Location: Ahmedabad / Mumbai

Designation: General Manager – Retail Sales

Industry: Food Manufacturing / FMCG / Frozen Foods

Experience: 18 – 20 Years

Qualification: Graduate; MBA preferred

Reporting To: Business Head

Purpose of this Role

Lead the retail sales function and drive revenue growth, market expansion, distribution excellence, and profitability across retail channels for the company's food product portfolio, with a strong preference for experience in Frozen Foods.

Key Responsibilities

Sales Strategy & Business Growth

Develop and execute retail sales strategy aligned with business objectives. Deliver sales, volume, and profitability targets. Identify and develop new markets, channels, and business opportunities. Drive market share growth and product penetration.

Distribution & Channel Management

Manage and expand retail sales networks. Ensure optimum market coverage and product availability. Improve channel sales efficiency. Strengthen relationships with key channel partners.

Modern Trade & Key Accounts

Lead business development with Modern Trade and Regional Retail Chains. Negotiate annual contracts, commercial terms, and promotional plans. Ensure strong product visibility and shelf presence.

Team Leadership

Lead, mentor, and develop a high-performing sales team. Drive performance management, capability building, and succession planning. Establish clear KPIs and accountability across the sales organization.

Sales Operations

Monitor sales performance, forecasting, and demand planning. Track channel-wise profitability and business metrics. Ensure effective execution of trade schemes and promotional activities. Collaborate with Supply Chain, Marketing, Finance, and Operations teams.

Market Intelligence

Monitor market trends, competitor activities, pricing, and consumer behavior. Recommend actions to improve sales performance and market positioning.

Candidate Profile

Must Have

18 – 20 years of sales experience in Food Manufacturing, FMCG, Processed Foods, Dairy, or Frozen Foods. Proven leadership experience in developing Retail Sales operations. Strong exposure to: General Trade (GT) Modern Trade (MT) Key Account Management Experience managing large sales teams and multi-state operations. Strong commercial and business acumen.

Preferred

Experience in Frozen Food industry. Exposure to national or regional sales leadership roles. MBA in Marketing or equivalent. Experience handling organized retail chains and large distributor networks.

Key Competencies

Strategic Planning Retail Sales Management Distribution Management Business Development Team Leadership Negotiation Skills Channel Management P& L Management Trade Marketing Customer Relationship Management

Success Metrics

Revenue Growth Volume Growth Market Share Improvement Distributor Productivity Channel Expansion Profitability Achievement Team Performance Customer Retention & Growth