National Sales Manager - Baby Stores Channel

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Organization: Leading Baby Care Products Company (FMCG Co.)
Job Title: Deputy National Sales Manager (Baby Stores Channel Sales)
Reporting to: COO
Location: Khar West, Mumbai
Experience & Profile- 10-14 years of sales experience in FMCG / Consumer Products
- Strong exposure to General trade/ traditional trade and distributor-led channels
- Proven experience managing SKU-heavy portfolios (75150 SKUs)
- Demonstrated success in relationship-driven, GT-heavy markets
- Willingness to travel extensively
Role Overview:
- This role requires maturity, credibility, and long-term thinking.
- We are hiring a leader who can build trust and scale categories sustainably.
Role Purpose
- To lead and scale the baby-store trade nationally by driving strong distributor and retailer relationships, expanding category and range presence across ~100 SKUs, and converting market insights into effective assortment and NPD inputs.
- This role owns the traditional baby-store ecosystem standalone baby shops and family-run stores where trust, continuity, and execution determine brand leadership.
Key Responsibilities

1. Sales & Channel Ownership:
- Deliver primary and secondary sales targets for the baby-store channel
- Drive region-wise growth through strong distributor and retailer execution
- Improve store productivity through better assortment, category penetration, and repeat ordering
2. Relationship Management (Core Focus):
- Build deep, long-term relationships with baby-store owners and distributors
- Act as a senior escalation point and brand representative in the market
- Strengthen distributorretailer alignment through regular field engagement
3. Range Selling & Category Expansion:
- Drive width and depth of range selling across the full baby-care portfolio (~100 SKUs)
- Increase multi-category billing and reduce dependence on a narrow set of SKUs
- Execute category-led selling programs at store and distributor level
- Enable teams to sell complete baby-care solutions
4. NPD & Market Inputs:
- Provide structured market inputs on pricing, pack sizes, and feature gaps
- Support NPD launches with clear sell-in, rollout, and retailer education plans
- Track early performance and recommend course corrections
5. Team Leadership:
- Lead and mentor Regional / Area Sales Managers
- Build capability around range selling and category thinking
- Drive performance discipline through structured reviews
6. Distribution & Visibility:
- Strengthen numeric and weighted distribution in baby stores
- Ensure correct assortment, availability, and visibility by store type
- Coordinate with marketing on trade-focused initiatives
Experience & Profile:- 10-14 years of sales experience in FMCG / Consumer Products
- Strong exposure to GENERAL TRADE / traditional trade and distributor-led channels
- Proven experience managing SKU-heavy portfolios (75150 SKUs)
- Demonstrated success in relationship-driven, GT-heavy markets
- Willingness to travel extensively
What Success Looks Like:
- Higher average SKU presence per baby store
- Stronger multi-category contribution
- Improved distributor and retailer loyalty
- Better-aligned NPDs driven by market insights
- A confident, disciplined sales leadership team
Talent Search Preferred Backgrounds
Primary Fit Industries- Innerwear / Lingerie / Athleisure (GT-heavy)
- Consumer Durables (dealer-led general trade)
- Footwear (family stores and multi-brand outlets)
Secondary / Adjacent Fits
- Electrical accessories and building products
- Toys, stationery, and school supplies
Profiles to Avoid- Modern Trade or E-commerceonly sales roles
- Very narrow SKU portfolios
- Scheme-led selling environments with weak relationship depth
- High-churn career paths without long-term market ownership