Deputy General Manager - General Trade

Develop and execute the General Trade sales strategy in alignment with overall business objectives.

Drive revenue, volume, market share, and profitability targets across regions and channels.

Identify growth opportunities and develop plans to expand market presence.

Monitor industry trends, competitive activities, and customer insights to drive business decisions.

Strengthen and expand the distribution network to improve market coverage and reach.

Ensure efficient distributor appointment, management, and performance evaluation.

Drive distribution effectiveness, outlet coverage, and availability of products across markets.

Establish systems and processes to improve execution standards within the GT channel.

Lead, mentor, and develop regional and field sales teams.

Establish performance objectives and monitor productivity metrics.

Build a high-performance sales culture focused on accountability and results.

Drive coaching, training, and capability-building initiatives for sales teams.

Develop strong relationships with key distributors, wholesalers, and trade partners.

Manage negotiations related to trade terms, promotions, and business agreements.

Resolve escalated customer and channel partner issues in a timely manner.

Ensure long-term business partnerships through effective stakeholder management.

Collaborate with Marketing teams to implement trade marketing initiatives and promotional campaigns.

Ensure effective execution of in-store visibility programs and merchandising activities.

Drive customer engagement programs and market activation initiatives.

Monitor return on investment (ROI) of sales promotion activities.

Lead annual operating plans, sales forecasts, and territory planning.

Monitor demand patterns and work closely with Supply Chain teams to ensure product availability.

Track sales performance against targets and implement corrective actions when required.

Optimize inventory levels across the distribution network.

Manage sales budgets and ensure effective utilization of resources.

Monitor trade spends, distributor investments, and business profitability.

Drive collections, credit management, and working capital improvements.

Ensure compliance with commercial policies and business governance standards.

Analyze sales data, market trends, and performance metrics to drive continuous improvement.

Review distributor and regional performance regularly.

Present business reviews, forecasts, and strategic recommendations to senior management.

Leverage data-driven insights for decision-making and problem-solving.

Preferred Experience

12+ years of progressive sales experience with significant exposure to General Trade sales.

Proven experience in leading large sales teams and distributor networks

Strong track record of delivering revenue growth, market expansion, and channel development.