Designation: Head – Modern Trade

Department: Sales & Marketing

Reporting To: Business Head / CEO / Managing Director

Location: Corporate Office / Kolkata

Industry: Ayurvedic Medicine, Wellness, FMCG, Personal Care & Consumer Products

Job Purpose To lead and drive the company's Modern Trade business by developing and executing channel strategy, expanding retail presence, strengthening relationships with key accounts, achieving revenue and profitability targets, and ensuring sustainable growth of the company's Ayurvedic, wellness and FMCG product portfolio across modern retail chains.

Key Responsibilities

- Modern Trade Strategy & Business Development

- Develop and implement the overall Modern Trade strategy aligned with the company's business objectives.
- Identify new business opportunities and expand presence across national, regional and local modern trade chains.
- Develop channel-wise and account-wise business plans to achieve revenue, volume, distribution and profitability targets.
- Evaluate emerging retail formats and identify opportunities for business expansion.
- Develop strategies for new product launches and category expansion within modern trade.

2. Key Account Management
- Build and maintain strong relationships with Modern Trade buyers, category managers, commercial heads and senior stakeholders.
- Lead commercial negotiations relating to margins, listing fees, promotions, visibility, schemes and annual trading terms.
- Develop Joint Business Plans (JBPs) with key accounts.
- Ensure effective account-level planning, execution and performance tracking.
- Resolve commercial, supply, payment and operational issues with key customers.

3. Sales & Revenue Management
- Own the Modern Trade revenue, volume,



margin and profitability targets.
- Prepare monthly, quarterly and annual sales forecasts and business plans.
- Monitor primary and secondary sales and identify gaps against targets.
- Ensure optimum product assortment and availability across key accounts.
- Drive sales through effective schemes, promotions, merchandising and consumer activation.

4. Distribution & Market Expansion
- Expand product distribution across leading modern retail formats such as:
- Supermarkets
- Hypermarkets
- Departmental stores
- Pharmacy chains
- Wellness stores
- Specialty retail chains
- Regional retail chains
- Identify and onboard new accounts and retail partners.
- Develop territory-wise expansion plans to improve distribution and market penetration.

5. Trade Promotion & Visibility
- Develop and manage the Modern Trade promotional calendar.
- Plan and monitor in-store promotions, displays, gondola visibility, end caps, sampling and consumer activation.
- Ensure effective utilization of trade marketing budgets.
- Measure ROI of promotions and recommend corrective actions.
- Coordinate with Marketing/Brand teams for product launches and consumer campaigns.

6. Category & Product Management
- Analyse category trends, consumer behaviour, competitor activities and market developments.
- Recommend appropriate product assortment, pricing and positioning for Modern Trade.




- Identify fast-moving and slow-moving SKUs and take corrective actions.
- Provide market feedback for new product development and product improvement.
- Work closely with Marketing and Product teams on Ayurvedic, wellness and FMCG categories.

7. Commercial & Profitability Management
- Manage account-level profitability and contribution margins.
- Negotiate annual trading terms, listing arrangements, promotional investments and commercial agreements.
- Monitor deductions, claims, rebates, returns and other commercial adjustments.
- Ensure that growth is achieved with a robust focus on profitable revenue rather than topline alone.

8. Sales Forecasting & Supply Chain Coordination
- Coordinate closely with Supply Chain, Production, Planning, Finance and Logistics teams.
- Ensure accurate demand forecasting and timely product availability.
- Minimize stock-outs, excess inventory, expiry and product returns.
- Establish effective mechanisms for inventory and replenishment monitoring.

9. Team Leadership
- Lead, develop and mentor the Modern Trade sales team.
- Set KRAs/KPIs and monitor individual and team performance.
- Build a performance-oriented sales culture.
- Conduct regular business reviews and provide coaching to team members.
- Develop succession and capability-building plans for the Modern Trade function.

10. Market Intelligence & Analytics
- Track competitor pricing, promotions, product launches and market strategies.
- Analyse sales data, outlet productivity, SKU performance and account profitability.
- Prepare periodic MIS and management dashboards.
- Provide strategic recommendations to senior management based on market insights.

📌 Head of Modern Trade (Kolkata)
🏢 Baidyanath
📍 Kolkata