Sales Manager FMCG Snack

Sales Manager – FMCG (Retail Snack Food Brand)

Position Overview

The Sales Manager is responsible for driving sales growth, expanding market share, and building strong relationships with retail and distribution partners. This role oversees sales strategy, team management, and trade execution to achieve revenue and profitability goals across multiple retail channels.

Key Responsibilities

1. Sales Strategy & Planning

• Develop and implement effective sales strategies and promotional plans to meet revenue, volume, and market share targets.

• Analyze market trends, competitor activities, and customer feedback to identify growth opportunities.

• Prepare annual and quarterly sales forecasts and budgets.

2. Account & Channel Management

• Manage key retail accounts including supermarkets, convenience stores, and specialty snack outlets.

• Negotiate listing agreements, shelf space, and promotional activities with buyers and category managers.

• Build and maintain relationships with distributors, wholesalers, and trade partners to optimize coverage and efficiency.

3. Team Leadership & Development

• Lead, mentor, and coach the sales and merchandising team to meet individual and team KPIs.

• Provide training and skill development in sales techniques, negotiation, and customer management.

• Conduct regular performance reviews and implement structured incentive programs.

4. Performance Monitoring & Reporting

• Track and analyze daily, weekly, and monthly sales performance.

• Prepare sales performance reports, highlighting trends, key achievements, and areas for improvement.

• Provide actionable insights to senior management for decision-making.

5. Inventory & Supply Coordination

• Work with the logistics and supply chain team to ensure timely replenishment and optimal stock levels.

• Minimize stockouts or excess inventory at retail points.

6. Trade Marketing & Merchandising

• Collaborate with the marketing team to execute in-store promotions, sampling activities, and activations.

• Ensure planogram compliance and consistent brand visibility across retail stores.

• Evaluate ROI for trade promotions and recommend adjustments as needed.

7. Business Development

• Explore new market segments and channels, including e-commerce, vending, and corporate gifting opportunities.

• Identify and secure strategic partnerships to support market expansion.

8. Compliance & Administration

• Ensure compliance with pricing policies, contractual agreements, and local regulations.

• Maintain accurate records of sales, expenses, and promotional activities.

• Minimum 3 years of FMCG sales experience, including 2+ years in management.

• Strong knowledge of retail and distribution channels in the snack or FMCG sector.

• Excellent negotiation, analytical, and leadership skills.