The Senior Manager – Trade Sales is responsible for driving revenue growth, market penetration, and customer development through the execution of effective trade sales strategies. This role involves managing key accounts, leading the trade sales team, optimizing the distribution network, and ensuring trade marketing initiatives align with business goals.

Key Responsibilities:

• Develop and implement comprehensive trade sales strategies to achieve annual sales targets.
• Identify growth opportunities across channels (modern trade, general trade, wholesale, etc.).
• Collaborate with marketing, product, and supply chain teams to align business priorities.
• Lead and mentor a team of regional sales managers, territory sales managers, and/or key account executives.
• Set performance targets and regularly monitor sales KPIs.
• Conduct regular training and development programs to enhance team capability.
• Build and maintain strong relationships with major distributors, wholesalers, and retailers.
• Negotiate and manage trade terms, pricing, and promotional agreements.
• Optimize channel partner performance through data-driven decision-making.
• Monitor market trends, competitor activities, and channel feedback to adapt strategies.
• Drive accurate sales forecasting, inventory planning, and distribution coverage.
• Ensure timely reporting of sales data, market intelligence, and performance metrics.
• Develop and manage trade budgets, ensuring optimal ROI on trade investments and promotions.
• Track spends vs. budget and make adjustments based on performance and market conditions.

• Education: Bachelor’s degree in Business, Marketing, or related field (MBA preferred).
• Experience: 8–12 years of progressive experience in trade sales, with at least 3–5 years in a senior/managerial role.
• Industry Background: FMCG, Consumer Goods, Retail, Pharma, or similar.
• Strong understanding of trade dynamics, sales analytics, and channel development.
• Proven track record of leading high-performing sales teams and managing key accounts.
• Excellent negotiation, communication, and interpersonal skills.
• Proficient in MS Office and CRM/SFA tools.