General Trade Manager- FMCG (Niche Target Market)
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Job Location:
Monthly Salary:
Posted on:
6 hours ago
Vacancies:
1 Vacancy
Job Summary
The General Trade Manager is a strategic commercial leader responsible for shaping and executing the companys general trade channel vision. This role drives volume market share and profitability through an extensive network of distributors wholesalers and traditional retailers. The incumbent will architect channel strategies optimize trade investments and lead a field sales team to deliver superior outlet coverage distribution intensity and brand visibility across the general trade ecosystem.
Channel Strategy & Business Planning
Develop general trade roadmap aligned with corporate growth ambitions.
Segment the trade landscape (distributors semiwholesalers independent retailers) and define value propositions per tier.
Design distributor productivity models including beat plans service frequency and cashtodelivery cycles.
Lead annual and quarterly business planning with key distribution partners.
2. Trade Marketing & Investment Optimization
Set trade investment guardrails (promotional spend discounts credit terms) to achieve targeted ROI (minimum 20% incremental sales lift).
Collaborate with marketing to cocreate instore brand activations visibility materials and shopper promotions tailored for general trade.
Monitor price architecture and ensure trade margin competitiveness while protecting brand equity.
3. Distribution Expansion & Outlet Coverage
Drive aggressive yet profitable expansion of active retail outlets (15% QoQ).
Implement a tiered distributor network to penetrate deep into semiurban and rural geographies.
Champion digital tools (CRM DMS) to improve routetomarket efficiency and realtime visibility of secondary sales.
4. Sales Performance & Analytics
Set and cascade monthly/quarterly sales targets (volume value SKU mix) to regional and territory teams.
Conduct weekly performance reviews identify gaps root causes and corrective actions.
Analyze market share trends competitor movements and Nielsen/retail audit data to inform pivots.
5. Team Leadership & Capability Building
Lead coach and mentor a team of Area Sales Managers and Territory Sales Managers and Sales Officer.
Institutionalize a highperformance culture through clear KPIs regular feedback and field accompaniment.
Drive adoption of selling stories negotiation skills and distributor management best practices.
Requirements
Qualifications & Experience
Education: Bachelors degree in Business Marketing or related field. MBA preferred.
Experience: 812 years in FMCG sales with at least 4 years in a leadership role managing general trade channels. Diaper / baby care / personal care category experience is highly desirable./ Products that target niche market groups
Proven track record of scaling distribution networks turning around underperforming territories and delivering doubledigit growth.
Strong commercial acumen able to balance topline growth with bottomline trade spend efficiency.
Analytically savvy comfortable with data analytics tools CRM and distributor management systems.
People leader demonstrated ability to inspire and develop field sales teams.
TECHNICAL COMPETENCIES:
Sales Strategy & Revenue Planning
Distribution Channel Design & Management
Company Industry
IT Services and IT Consulting
Key Skills
- History
- Accounts Assistant Credit Control
- Advocacy
- Corporate Risk Management
- Government
- Brand Development
