Manager – CFA Development & Distribution

Location: Bangalore (Head Office)

Function: Sales / Distribution

Experience: 6-7 years

Role Overview

We are looking for a distribution professional to identify, appoint, negotiate with, and set up new Carrying & Forwarding Agents (CFAs), and then manage those relationships as we expand into new markets. This is a CFA appointment and development role within Sales/Distribution. It is not a warehouse or CFA day-to-day operations role.

Key Responsibilities

- Identify and evaluate prospective CFA partners across new and existing markets.
- Assess the site, infrastructure, and financial capability of prospective CFA owners.
- Negotiate commercial and margin terms with CFA partners.
- Set up and onboard new CFAs, and build distribution in new states and territories.
- Build and refine the CFA appointment process, including selection criteria, evaluation framework, and negotiation approach.
- Manage ongoing CFA relationships and drive performance and compliance, including with CFA staff over whom you have no direct authority.
- Track CFA appointment status and performance across multiple locations using structured trackers and tools.
- Work with Sales, Supply Chain, Finance, and Logistics teams to ensure smooth CFA go-lives.





Requirements

- 6-7 years of experience in distribution, channel development, or market development, with hands-on CFA/C&F; appointment exposure.
- Proven track record of having personally identified, appointed, and onboarded CFAs, not just managed an inherited network.
- Experience negotiating commercial terms with channel partners.
- Experience launching or expanding distribution in new markets.
- Robust stakeholder management and the ability to influence without authority.
- Comfort with trackers, data, and process-driven ways of working.

Preferred Background

- Beverage, food, dairy, or FMCG companies of mid-size scale
- E-commerce and quick commerce (e.g., partner and hub network expansion)
- D2C food and beverage brands scaling into general trade
- Bottling partners and regional players expanding into new states

What Success Looks Like

- New CFAs appointed and operational within planned timelines.
- A repeatable, well-documented CFA appointment and evaluation process.
- Strong, compliant, and well-tracked CFA partnerships across regions.

Pay: ₹1,200,000.00 - ₹1,600,000.00 per year

Work Location: In person

📌 Manager – CFA Development & Distribution (Whitefield)
🏢 Crescendo Global
📍 Whitefield