: General Trade Sales Strategy & Growth Manager

Company: Dhampure Speciality Sugars Limited

Brand: Dhampur Green

Department: Sales & Business Strategy

Location: Delhi / NCR, with regular market visits across key markets

Experience: 5–10 years, preferably in FMCG, consumer goods, retail distribution or sales strategy

Reporting To: Head of Operations / Business Leadership

Educational Qualification: B. Tech/ M. Tech or MBA

1. Role Overview

We are looking for a highly analytical, commercially driven and creatively minded professional to develop and execute innovative strategies for accelerating general trade sales across India.

The ideal candidate will combine AI-powered data analytics, on-ground market intelligence, consumer and retailer behaviour, distributor economics and unconventional sales strategies to identify growth opportunities and improve sales productivity.

This is not a conventional sales execution or reporting role. The individual will be responsible for understanding why products sell or do not sell at the retail level, identifying barriers to growth, and developing actionable strategies to increase retailer reach, product availability, secondary sales, repeat orders and overall market share.

The candidate must be comfortable moving between data dashboards and actual retail markets, validating analytical insights through field visits and translating findings into practical, measurable sales initiatives.

2. Key Responsibilities

A. AI-Led Sales Analytics & Growth Opportunities

- Use AI tools, analytical models and data-driven techniques to identify sales growth opportunities across regions, cities, distributors, retailers and SKUs.
- Analyse primary and secondary sales, order frequency, retailer productivity, SKU-wise performance, outlet coverage, sales trends and distributor performance.
- Identify underperforming markets, high-potential territories, dormant retailers, declining accounts and opportunities for increasing the average order value.
- Develop predictive models and actionable insights to forecast demand, identify potential stock-outs, improve sales planning and prioritise high-value outlets.
- Use AI tools to identify patterns, generate hypotheses and recommend targeted sales interventions.
- Build simple, practical dashboards and decision-support systems that help management and the sales team take faster, better-informed decisions.

B. On-Ground Market Intelligence

- Conduct regular market visits to understand the realities of general trade, including retailer behaviour, product availability, competitor activity, pricing, margins and consumer demand.
- Understand why retailers recommend certain brands, what drives shelf placement, and what prevents them from stocking or reordering our products.
- Gather structured feedback from retailers, wholesalers, distributors and sales representatives.
- Evaluate competitor schemes, trade margins, credit practices, merchandising, product assortment and distribution models.
- Validate data-driven recommendations through field experiments and direct market observation.
- Convert market feedback into specific, actionable sales growth initiatives.

C. Retailer & Distributor Growth Strategies

- Understand the commercial motivations, pain points and expectations of retailers, wholesalers and distributors.
- Develop strategies to increase retailer acquisition, active outlet coverage, order frequency, assortment and repeat purchases.
- Design innovative distributor engagement programmes that improve throughput, productivity and willingness to invest in the brand.




- Identify ways to improve retailer economics and product attractiveness without unnecessarily increasing trade expenditure.
- Develop differentiated strategies for high-potential retailers, low-productivity outlets, dormant accounts and strategically important distributors.
- Improve the effectiveness of the company's distribution network and sales force deployment.

D. Creative & Innovative Sales Strategy Development

- Conceptualise unconventional, high-impact sales initiatives that can create incremental demand and improve product movement.
- Develop new trade schemes, retailer incentive structures, sampling programmes, visibility initiatives, bundled offers and market activation strategies.
- Explore alternative methods of generating retail demand, improving product recommendation and increasing consumer pull.
- Design territory-specific and channel-specific growth strategies instead of relying on uniform schemes across all markets.
- Run controlled pilots to test new ideas, measure results, understand unit economics and scale successful interventions.
- Challenge conventional FMCG sales practices and continuously identify new ways to improve market penetration and sales productivity.

E. Sales Force Effectiveness

- Analyse the productivity of Area Sales Managers, Sales Officers and field sales teams using sales, outlet coverage, visit and order-conversion data.
- Identify gaps between field activity and actual commercial outcomes.
- Recommend ways to improve productive calls, conversion rates, outlet activation and sales per salesperson.
- Develop data-led outlet prioritisation and beat optimisation strategies.
- Equip the sales team with actionable market insights, outlet-level opportunities and clear growth plans.
- Work with sales leadership to convert strategic recommendations into field execution.

F. Commercial Evaluation & Performance Measurement

- Establish measurable KPIs for every sales growth initiative.
- Evaluate incremental sales, gross margins, scheme costs, return on investment, repeat ordering and retailer activation.
- Distinguish genuine incremental sales from stock loading, channel inventory build-up or purchases merely shifted between periods.
- Develop a structured process for reviewing experiments, learning from unsuccessful initiatives and scaling successful ones.
- Present concise, data-backed recommendations and performance reviews to senior management.

3. Key Deliverables The candidate will be expected to deliver:

- Market Growth Opportunities: A prioritised assessment of growth opportunities by geography, SKU, distributor and retail outlet.
- Retailer Activation Strategy: A structured plan to increase active outlets, retailer acquisition and repeat orders.
- Distributor Productivity Improvement: Strategies to improve distributor throughput, coverage and commercial engagement.
- AI-Led Sales Intelligence: Practical dashboards, analytical models and insights that guide daily and monthly sales decisions.
- Innovative Sales Experiments: A pipeline of new initiatives, with defined hypotheses, budgets, pilot markets and measurable outcomes.
- Sales Force Productivity: Recommendations to improve field-force effectiveness and conversion of market visits into orders.
- Growth Performance Reviews: Regular reporting on incremental sales,



profitability, initiative effectiveness and lessons learned.

4. Required Skills & Experience

- 5–10 years of relevant experience in FMCG sales strategy, general trade, trade marketing, revenue growth management, sales analytics or commercial strategy.
- Strong understanding of Indian general trade distribution, including distributors, wholesalers, kirana stores and traditional retail channels.
- Demonstrated ability to combine quantitative analysis with practical market understanding.
- Experience using AI tools, advanced Excel or predictive analytics would be an advantage.
- Ability to interpret large datasets and translate findings into clear commercial actions.
- Robust understanding of trade margins, retailer economics, distributor profitability, sales schemes and channel incentives.
- Creative problem-solving ability and a track record of developing or implementing innovative sales initiatives.
- Strong communication and stakeholder-management skills, with the ability to influence field teams and senior management.
- Willingness to travel regularly and spend substantial time in the market.

5. Preferred Candidate Profile We are particularly interested in candidates who have worked in one or more of the following environments:

- FMCG companies with extensive general trade distribution.
- Sales strategy, revenue growth management or trade marketing teams.
- Data-led sales transformation or commercial analytics roles.
- Emerging consumer brands that have built distribution through innovative trade strategies.
- Consulting or analytics roles involving hands-on implementation of sales growth initiatives.

Experience in food, staples, sugar, packaged foods, traditional Indian products or other high-frequency consumer categories would be an advantage. 6. Key Performance Indicators (KPIs)

Performance will be measured on tangible business outcomes, including:

- Growth in secondary sales and sales throughput.
- Increase in active retail outlets and productive distribution reach.
- Improvement in retailer acquisition and repeat-order rates.
- Growth in average order value and SKU penetration per outlet.
- Improvement in distributor productivity and territory performance.
- Incremental gross contribution generated by sales initiatives.
- Return on investment from trade schemes and market activation programmes.
- Improvement in sales-force productivity.
- Number of successful growth experiments implemented and scaled.
- Adoption and demonstrated commercial impact of AI-led decision-making.

7. What Success Looks Like A successful candidate will be able to answer questions such as:

- Which retailers should our sales team target tomorrow to generate the highest incremental sales?
- Why are retailers not stocking or reordering our products, and how do we change that behaviour?
- Which trade scheme will generate genuine incremental demand rather than simply increase discounts?
- Which distributors have the highest untapped potential, and what will motivate them to grow our business?
- Which SKUs and markets offer the best opportunities for profitable growth?
- How can AI and sales data help us make better decisions than our competitors?
- What new, unconventional strategies can help us increase market penetration and sell more at the retail counter?

The ultimate objective is straightforward: turn data, market intelligence and creative thinking into measurable, profitable and sustainable general trade sales growth. Contact Number - (phone hidden)

Pay: ₹50,000.00 - ₹90,000.00 per month

Benefits

- Flexible schedule

Work Location: In person

📌 General Trade Sales Strategy & Growth Manager (Delhi)
🏢 Dhampur Alcho Chem
📍 Delhi