General Trade Lead - Reliance Brands

Skills:
Retail Operations Management, Sales Analysis and Forecasting, Vendor Negotiation, Brand Development, Customer Relationship Management (CRM), Market Trend Analysis, General Trade, Channel Sales,
Job Brief
The General Trade Lead is responsible for driving sales and market share growth within the General Trade (GT) channel. This role involves leading a team of field sales representatives, managing distributor relationships, implementing sales strategies, and ensuring excellent execution at the point of sale. The GT Lead will play a key role in developing the market, expanding numeric and weighted distribution, and enhancing brand visibility in traditional retail outlets.
Key Responsibilities

• Lead and manage the General Trade sales team to meet or exceed sales targets and KPIs.
• Develop and implement GT channel strategies to grow market share and penetration.
• Build and maintain strong relationships with distributors, wholesalers, and key retailers.
• Ensure consistent and effective execution of trade marketing initiatives and promotions.

• Monitor market trends, competitor activities, and consumer behaviors to inform sales tactics.
• Oversee route-to-market strategies and optimize distributor performance.
• Analyze sales data and prepare regular reports on performance and opportunities.
• Train, coach, and develop sales representatives to enhance productivity and customer engagement.
• Collaborate with cross-functional teams (marketing, logistics, finance) to support sales operations.
  

Requirements

• Bachelors degree in Business, Marketing, or related field (MBA is a plus).
• 15+ years of experience in sales, preferably in General Trade within FMCG or consumer goods.
• Proven leadership and team management skills.
• Strong analytical, negotiation, and interpersonal skills.
• Ability to work in a fast-paced and target-driven environment.
• Familiarity with retail execution tools, distributor management systems, and sales tracking software.
• Willingness to travel frequently within assigned territory.
  

Preferred Skills

• Experience launching new products or managing GT channel transformations.
• Understanding of trade marketing principles and shopper behavior.
• Fluency in local language(s) in addition to English.