Role Overview
The Regional Sales Excellence Manager – General Trade owns the strategic roadmap, execution rigor, and performance optimization for priority and weighted outlets across the assigned region/zone. This role serves as a key catalyst to drive secondary growth by standardizing execution standards, fixing Terms of Trade (ToTs), driving Must Sell List (MSL) depth/width, and optimizing overall trade ROI. Sitting at the hub of commercial operations, capability building, and cross-functional integration, this role works hand-in-hand with field sales leaders (RSMs, ASMs, BDOs/BDEs), Trade Marketing, and Channel Management teams to systematically eliminate distribution white spaces and elevate in-store execution.
Key Responsibilities
1. Strategy & Execution for Weighted Outlets
KPI Framing & Governance: Define, institute, and track core execution KPIs across key and weighted
General Trade outlets in the assigned zone.
Terms of Trade (ToT) & ROI Management: Fix structured Terms of Trade (ToTs) for key accounts/outlets
and audit trade spend effectiveness to ensure maximum ROI on trade margins and BTL investments.
Standardized Execution: Establish standardized 'Picture of Success' guidelines across all outlet tiers to maintain consistent visibility, planogram compliance, and brand representation.
2. Outlet Prioritization & Throughput Enhancement
Data-Driven Segmentation: Analyze internal sales data, Nielsen/market intelligence, and geographic mapping to identify high-potential priority outlets and white spaces across urban and suburban markets.
MSL Drive (Width & Depth): Increase per-outlet throughput by enforcing Must Sell List (MSL) distribution, optimizing assortment width, and deepening SKU penetration across focus BPC categories.
Performance Analytics & Corrective Actions: Monitor granular outlet-level sales performance and lead weekly/monthly review cadences with field teams (ASMs/RSMs) to trigger targeted corrective
interventions.
3. Capability Bu