CavinKare - National Sales Development Manager - General Trade

Role Purpose :

• The National Sales Development Manager (NSDM) will be responsible for designing and driving the future-ready Route-to-Market (RTM) and Sales Capability architecture for CavinKare across India.
• This role will work at the intersection of sales strategy, distribution design, digitization, and commercial excellence to ensure the organization builds a scalable, cost-efficient and digitally enabled sales ecosystem.
• The NSDM will closely collaborate with Sales GT Head, National Customer Marketing Manager, Regional Heads, Brand Teams and IT teams to bring best practices from leading FMCG companies and other high-performance industries into CavinKare's evolving distribution system.
• This is a strategic role parallel to Regional Head level, focusing on sales capability building and RTM transformation rather than direct revenue ownership.

Key Responsibilities

1. Route-to-Market (RTM) Strategy & Design

• Evaluate current distribution and go-to-market models across regions.
• Design future-ready RTM frameworks suited for different stages of market maturity (South, West, North, East).
• Develop cost-efficient distribution models such as:
• Direct distribution
• Hub & Spoke structures
• Hybrid distribution systems
• Create scalable distribution frameworks for emerging markets and under-penetrated regions.

2. Sales Capability & Commercial Excellence

• Build national sales capability frameworks across:
• Distributor management
• Sales force productivity
• Territory planning
• Outlet coverage expansion
• Develop best-in-class sales processes and SOPs for field teams.

Establish productivity benchmarks for :

• Salesman productivity
• Distributor ROI
• Coverage efficiency
• Lead sales capability training initiatives in partnership with HR and Regional Heads.

3. Distribution Economics & Cost Optimization

• Design models to improve distribution efficiency and reduce cost-to-serve.
• Evaluate distributor viability and profitability frameworks.
• Build data-driven frameworks for territory design and beat optimization.
• Identify structural improvements to improve gross margin realization and channel profitability.

4. Sales Digitization & Data Infrastructure

Work closely with IT teams to build digital sales infrastructure, including :

• Sales force automation
• Distributor management systems
• Data analytics dashboards
• Digital ordering systems
• Drive adoption of digitized sales processes across regions.
• Establish data-led decision frameworks for distribution and sales productivity.

5. Cross-Functional Sales Enablement

• Collaborate with Brand Teams to ensure marketing initiatives translate effectively at retail.
• Work with National Customer Marketing Manager to improve in-store execution standards.
• Partner with Sales GT Head and Regional Heads to pilot and scale new RTM models.
• Enable better integration between sales strategy, trade marketing, and execution.

6. Benchmarking & Industry Best Practices

• Continuously evaluate best practices from leading FMCG companies and adjacent industries.
• Study emerging distribution models including:
• Omni-channel distribution
• Direct-to-retailer models
• Digital B2B commerce platforms
• Translate these insights into actionable transformation initiatives for CavinKare.

Key Deliverables

• Future-ready National RTM Blueprint
• Sales productivity improvement roadmap
• Distribution cost optimization programs
• Digitized sales ecosystem
• Distributor viability framework
• National sales capability development modules

Stakeholder Collaboration

This role will work closely with:

• VP Sales & Distribution
• Sales Head - General Trade
• National Customer Marketing Manager
• Regional Sales Heads
• Brand & Marketing Teams
• IT & Digital Teams
• HR (Sales capability building)

Key Performance Indicators (KPIs)

• Improvement in sales productivity metrics
• Reduction in cost-to-serve across distribution channels
• Increase in outlet reach and coverage efficiency
• Digitization adoption across field sales teams
• Improved distributor ROI and channel health
• Implementation success of new RTM pilots

Candidate Profile

Experience

• 12-18 years of experience in FMCG sales, sales strategy, or commercial excellence roles
• Strong exposure to distribution design and GTM strategy
• Experience working with sales automation tools and analytics platforms

Preferred Background

• FMCG companies with strong distribution systems
• Experience across multiple regions in India
• Exposure to sales transformation or RTM redesign initiatives

Key Competencies

• Strategic thinking
• Distribution architecture design
• Sales analytics and commercial modelling
• Cross-functional leadership
• Change management
• Digital transformation mindset

Why This Role Matters for CavinKare

• As CavinKare continues to expand beyond its stronghold in South India into West, North and East, the organization needs a dedicated capability leader to design scalable and cost-efficient distribution models.
• The National Sales Development Manager will play a critical role in future-proofing the company's sales architecture and enabling sustainable national growth.