National Sales Head General Trade Distribution

The Company

Leading manufacturer and supplier of packaging and disposable products including aluminium foil, cling wrap, tissue paper, paper cups and other food containers, serving HORECA, hospitality and retail channels across western India. The company has 150+ employees and an extensive dealer and distributor network.

Salary : 35 to 50 LPA + Incentives

Experience : 12 15 years of sales leadership with General Trade (GT) distribution . Experience handling high-volume, fast-moving B2B segments (e.g., disposable service-ware, food packaging, polymers, or highly distributed FMCG lines). Demonstrated success in successfully launching new geographic territories specifically setting up distribution networks in South India from the ground up.

Job Overview

- Job Title: National Sales Head General Trade Distribution
- Department: Sales Distribution
- Location: Head Office, Mumbai (with extensive regional travel across existing and expansion territories)
- Position Type: Full-Time / Permanent
- Reporting To: Managing Director
- Current Scope: Managing a 35-member sales team across Western India (Gujarat, Maharashtra, Goa) with an annual sales turnover of Rs. 105 Cr.
- Growth Mandate: Modernize the commercial architecture to scale annual revenue to Rs. 200 Crore within the next 3 years, ensuring General Trade and wholesale resellers continue to drive 80 90% of this target.
- Expansion Mandate: Seamlessly architect, launch, and manage the organization s geographic expansion into South India and other emerging regional markets.

Strategic Purpose of the Role

The National Sales Head will guide our established sales organization into its next major evolutionary phase. This leader will inherit a loyal, deeply experienced sales team that successfully built the business from Rs. 1 Cr to Rs. 100 Cr, and is tasked with respectfully refining and upgrading legacy processes rather than disrupting them, while building a high-accountability and data-driven sales culture.

By implementing contemporary CRM systems, formalizing wholesale distribution metrics, resolving immediate Western India underperformance gaps (specifically in Gujarat, Mumbai, and Maharashtra), and establishing an agile launchpad for South Indian expansion, this individual will align the sales engine to support long-term corporate scale.

Key Responsibilities Accountabilities

1. General Trade Wholesale Scalability (Driving 80 90% of Rs. 200 Cr Target)

- Protect, optimize, and aggressively expand the core General Trade (GT) distribution network and wholesale reseller ecosystem to secure high-volume revenue growth.
- Formulate sharp, volume-driven pricing, credit exposure limits, and inventory velocity strategies tailored strictly for large-scale wholesale traders.




- Design and execute immediate market intervention playbooks to rehabilitate non-performing and understaffed territories in Gujarat, Mumbai, and Maharashtra.
- Increase Active Customers, sales productivity per salesperson, distributor throughput, and market coverage while improving collections discipline and working capital efficiency

2. Geographic Expansion Management (South India Beyond)

- Develop the comprehensive, data-backed go-to-market (GTM) strategy for the organizations expansion into South India.
- Conduct extensive market mapping to identify key wholesale resale hubs, major stockists, and distribution partners across southern territories.
- Build, recruit, and directly manage localized sales pods in expansion regions, ensuring new territories are seamlessly integrated into the national reporting structure.
- Deliver agreed market-entry milestones, distributor appointments, and revenue targets for new territories within defined timelines.

3. Process Modernization CRM Architecture

- Lead the end-to-end selection, customization, and deployment of a robust company-wide CRM system to digitize field activities.
- Transition the sales team from manual, intuitive reporting to structured data-driven models: implementing mandatory Permanent Journey Plans (PJPs), customer classification frameworks, automated collection tracking, sales forecasting, and disciplined pipeline analysis.
- Audit and refine existing sales workflows that supported historical growth, scaling them into standard operating procedures (SOPs) capable of handling a multi-region, Rs. 200 Cr operation.

4. Empathetic Team Leadership Change Management

- Direct, mentor, and upgrade the capabilities of the 35-member sales force, guiding them seamlessly through digital transformation.
- Balance deep empathy for the teams legacy methods with a firm insistence on modern execution benchmarks, upskilling long-standing field representatives without causing cultural friction.
- Establish transparent, data-backed Key Performance Indicators (KPIs) for Regional Sales Managers (RSMs) and Area Sales Managers (ASMs) to ensure absolute territory accountability.
- Build a performance management framework that links KPIs, reviews, coaching, and development plans across the sales organization.

5. Cross-Functional Operations Alignment

- Synchronize forward-looking regional sales forecasts and wholesale order blocks with centralized distribution parameters (Project Channel 2.0).




- Partner heavily with warehouse and supply chain teams to support logistical efficiency and track On-Time Delivery (OTIF/OTD), fill rates, and service levels as critical customer retention metrics.

Qualifications Experience Requirements

- Education: Graduate degree in Commerce, Business Administration, Marketing, Economics, or a related discipline. An MBA or advanced credential in Sales Management is highly preferred.
- Experience Baseline:
- A minimum of 12 15 years of hardcore field sales leadership strictly within General Trade (GT) distribution, with an explicit track record in the wholesale resale/bulk packaging environment.
- Experience handling high-volume, fast-moving B2B segments (e.g., disposable service-ware, food packaging, polymers, or highly distributed FMCG lines).
- Proven Multi-Region Expansion: Demonstrated success in successfully launching new geographic territories specifically setting up distribution networks in South India from the ground up.
- Technical Implementation Track Record: Proven experience directly leading a field sales team through a successful CRM or SFA (Sales Force Automation) software deployment.

- Change Management Capability: Prior experience entering an organization with deeply entrenched legacy processes and successfully transitioning the team to modern frameworks without causing cultural friction or talent attrition.

Key Skills Core Competencies

- Wholesale Network Acumen: Deep strategic understanding of volume-driven distributor economics, ROI tracking, credit risk mitigation, and large-scale reseller relationship management.
- Geographic Mapping GTM Strategy: Ability to analyze demographic and trading data to efficiently build new regional sales networks.
- CRM Mastery: Practical capability to train teams on CRM tools and leverage advanced Microsoft Excel methodologies for executive pipeline reporting.
- High-Influence Communication: Exceptional interpersonal skills necessary to earn the trust of a veteran sales team while firmly executing corporate modernization objectives.

Commercial Acumen: Strong understanding of pricing, gross margins, working capital, collections management, and distributor profitability.

Success Measures (First 24 Months)

- Deliver annual sales and profitability targets.
- Improve Active Customer base and customer retention.
- Improve sales per salesperson productivity.
- Improve collection efficiency and reduce overdue receivables.
- Achieve CRM adoption across the sales organization.
- Successfully establish South India operations.
- Strengthen distributor productivity and market coverage.
- Build leadership bench strength across RSM and ASM levels.

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 National Sales Manager -General Trade and Distribution (Maharashtra)
🏢 Masflair
📍 Maharashtra