Role: Route to Market Manager

Function: Sales / Route to Market

Key Responsibilities

RTM Strategy & Distribution

Develop Urban & Rural RTM strategy; identify distribution gaps, white spaces and under-covered markets; define scalable distribution models based on market potential, geography and cost-to-serve.

Urban Coverage Expansion

Drive outlet, beat, salesman and distributor expansion in high-potential towns / clusters; track incremental productive coverage and revenue.

Rural Expansion

Build scalable rural distribution models; define roles of Rural Distributors, Super Stockists, ISRs and Sales Officers; develop rural beats, assortment and pilots; measure revenue and ROI.

Sales Force Efficiency

Improve ECO, Bills Cut, LPC and Unique Lines through beat restructuring, manpower optimisation, billing conversion and assortment interventions; link productivity metrics to revenue.

SFA Adoption & Compliance

Drive SFA adoption, usage and compliance; identify execution gaps; use SFA data to improve coverage and productivity; partner with Sales IT on enhancements.

ISR & Super Stockist Development

Build scalable ISR models and productivity norms; optimise Super Stockist-led distribution and evaluate productivity, service levels and ROI.

RDS / Distributor Engagement





Segment RDS by potential and performance; develop targeted engagement programmes to improve partner productivity, loyalty and incremental revenue.

Analytics & Insights

Use DMS, SFA, Nielsen / market and internal Sales data to identify gaps, opportunities and productivity issues; build dashboards / scorecards and translate insights into action.

Cross-Functional Collaboration

Align RTM strategy with Sales deployment, supply availability, portfolio and commercial economics across relevant functions.

Requirement:
Robust experience in FMCG Sales & Distribution
Good understanding of Route-to-Market (RTM) strategy
Experience in Urban & Rural market expansion
Strong Distributor / RDS / Super Stockist management experience
Understanding of Sales Force Productivity & Beat Planning
Robust data analysis and business analytics skills
Hands-on exposure to SFA / DMS and sales technology
Positive understanding of outlet coverage, productive distribution and sales productivity metrics
Strong commercial and ROI orientation
Ability to work with Sales, Supply Chain, Finance, Marketing and IT teams
Strong problem-solving and execution skills
Ability to convert data/insights into practical business actions

📌 Route To Market Manager Kolkata
🏢 SAJ Food Products (P) Ltd(Bisk Farm)
📍 Kolkata