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 (To Ts), 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 (RSMs and ASMs,) Trade Marketing, and Channel Management teams to systematically eliminate distribution white spaces and elevate in-store execution. Key Responsibilities1. 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 (To T) & ROI Management: Fix structured Terms of Trade (To Ts)
for key accounts/outletsand 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 correctiveinterventions.3. Capability Building & Field Coaching Field Upski