Lead – National Tertiary Sales

KEY ACCOUNTABILITIES:

1. Sell-Out Strategy & Target Delivery

• Own sell-out targets for Modern Trade and Regional Specialty Stores, and develop strategies to consistently achieve planned growth.
• Design and implement the sell-out strategy including consumer offers, bank tie-ups, category promotions, visibility interventions, and POS communication.
• Develop annual and quarterly sell-out calendars aligned with business objectives, category priorities, and retailer Joint Business Plans (JBPs).
• Ensure uniformity and consistency of sell-out execution across all regions and channels through structured governance routines.
• Identify growth opportunities by analyzing sell-out trends, category movement, competitive activity, and store-level insights shared by regional teams.

2.Regional Sell-Out Oversight & Performance Governance

• Provide guidance and direction to Regional Tertiary Leads to ensure effective execution of sell-out programs and execution initiatives.
• Monitor performance against KPIs such as sell-out achievement, ISP productivity, planogram compliance, on-shelf availability, and kitchen expansion.
• Drive timely corrective actions by aligning with Regional Leads, KAMs, Supply Chain, and Trade Marketing based on performance gaps.
• Conduct structured monthly and quarterly reviews to track progress against JBP milestones, category expansion, regional execution, and ISP performance.

• Collaborate closely with Trade Marketing to drive effective communication of promotional offers, visibility guidelines, and retail toolkits.
• Partner with KAMs to ensure strong sell-in support, alignment with account JBPs, correct pricing architecture, and adequate inventory availability for sell-out.
• Work with Supply Chain to ensure timely replenishment, availability in warehouses, and alignment on forecast-driven sell-out initiatives.
• Align sell-out programs with branch-level execution plans to maximize impact in strategic stores.
• Coordinate with Finance and Commercial teams for smooth implementation of offers, bank tie-ups, and credit-valid promotional schemes

4. Sell-Out Budget Management & ROI Tracking

• Own the sell-out budget and allocate spends effectively across regions, categories, and promotional windows.
• Track ROI for consumer promotions, activations, visibility spends, and ISP investments to ensure cost efficiency and business impact.
• Prepare monthly budget utilization reports, highlight variances, and recommend optimization measures to improve spend effectiveness.
• Ensure financial governance and compliance related to promotional spends and activation investments.

5. Capability Building, Process Standardization & Digital Adoption

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• Develop SOPs, playbooks, and execution guidelines for Regional Tertiary Leads, Tertiary Executives, and ISPs to ensure consistent execution excellence.
• Create capability-building modules (co-developed with Training) for sell-out teams, promoters, and store influencers, ensuring consistent uplift in skills and performance.
• Drive adoption of digital tools, BI dashboards, and reporting systems that enable real-time tracking of execution KPIs (planogram, OSA, beat-plan adherence, ISP productivity).
• Conduct periodic workshops to enhance team capability in sell-out analytics, in-store execution, and program deployment.

QUALIFICATIONS & EXPERIENCE

Minimum qualification

• Graduate in any discipline (Commerce, Business, or related field preferred)
• Basic understanding of retail operations and sales processes
• Ability to communicate effectively in English and local language
• Comfortable using mobile apps or digital tools for reporting and data capture

Minimum experience

• 8–12 years in FMCG, Consumer Durables, or Retail Sales
• Proven experience in managing national or zonal sell-out operations
• Experience in in-store execution, merchandising, and secondary sales tracking
• Strong understanding of Modern Trade dynamics and promoter programs