JOB DESCRIPTION

Vice President – Sales

Company: Aman Tea Group

Department: Sales & Business Development

Designation: Vice President – Sales

Reporting To: Managing Director / Director

Location: Siliguri, West Bengal, with travel as required

Employment Type: Full-Time

1. Job Purpose

The Vice President – Sales will be responsible for leading the overall sales strategy, driving revenue growth, expanding market presence, and strengthening the company's distribution network across domestic markets. The role requires strong leadership in the tea industry, with a focus on wholesale, retail, distributor networks, modern trade, institutional sales, and current business development.

The candidate will be responsible for achieving sales targets, improving market share, developing high-performing sales teams, and ensuring sustainable business growth aligned with the company's objectives.

2. Key Responsibilities

A. Sales Strategy & Business Growth

- Develop and implement comprehensive sales strategies to achieve revenue, volume, profitability, and market-share targets.

- Identify recent business opportunities, untapped markets, and potential customer segments.

- Drive business expansion across regional, national, and emerging markets.

- Establish annual, quarterly, and monthly sales plans aligned with organizational goals.

- Monitor market trends, competitor activities, customer preferences, and pricing strategies.

B. Distribution & Channel Management

- Develop and strengthen distributor, dealer, wholesaler, retailer, and stockist networks.

- Expand distribution coverage across general trade, modern trade, e-commerce, and institutional channels.

- Build strong relationships with key distributors, large retailers, supermarket chains, hotels, restaurants, cafés, and corporate clients.

- Ensure product availability, market penetration, and effective channel performance.

- Review distributor performance, sales coverage, and territory-wise growth.

C. Tea Industry & Product Development

- Drive sales of the company's tea portfolio, including packaged tea, bulk tea, premium tea, specialty tea, and other relevant product categories.

- Identify opportunities in premium, specialty, private-label, and institutional tea markets.

- Work closely with procurement, production, marketing, and product teams to align product offerings with market demand.

- Develop strategies for product launches, promotional campaigns, and market positioning.

- Maintain a robust understanding of tea pricing, sourcing trends, customer requirements, and industry developments.

D. Key Account Management

- Build and maintain strategic relationships with major customers, institutional buyers, distributors, and corporate accounts.

- Lead negotiations for commercial terms, pricing, contracts, and long-term business partnerships.

- Develop key account plans to improve customer retention, repeat business, and revenue contribution.

- Resolve escalated customer concerns and ensure high levels of customer satisfaction.

E.



Leadership & Team Management

- Lead, mentor, and develop regional sales heads, area sales managers, sales managers, and field sales teams.

- Establish clear sales targets, territory plans, performance standards, and accountability measures.

- Conduct regular business reviews and evaluate team performance against agreed KPIs.

- Identify training needs and strengthen the sales team's negotiation, distribution, and relationship-management capabilities.

- Build a performance-driven sales culture focused on growth, discipline, and customer service.

F. Revenue, Profitability & Budget Management

- Prepare and manage sales budgets, forecasts, and business plans.

- Monitor sales revenue, sales volume, gross margins, trade spends, discounts, and promotional costs.

- Drive profitable growth while maintaining appropriate pricing discipline.

- Coordinate with Finance and Accounts to monitor outstanding payments, credit limits, overdue receivables, and collection efficiency.

- Develop corrective action plans for underperforming territories, channels, or products.

G. Market Intelligence & Reporting

- Analyze sales reports, market share, competitor pricing, customer feedback, and territory-wise performance.

- Establish sales dashboards and periodic reporting mechanisms for management review.

- Present monthly, quarterly, and annual business performance reports to senior management.

- Recommend strategic improvements based on market intelligence and sales data.

H. Cross-Functional Coordination

- Coordinate with Marketing, Procurement, Production, Supply Chain, Logistics, Finance, and HR to ensure smooth sales operations.

- Ensure effective demand forecasting, inventory planning, order fulfilment, and timely product delivery.

- Collaborate with Marketing on branding, trade promotions, customer acquisition, and market-development initiatives.

- Ensure adherence to company policies, commercial procedures, credit-control practices, and applicable regulatory requirements.

3. Key Performance Indicators (KPIs)

Performance will be evaluated based on the following measurable parameters:

- Achievement of annual sales revenue and volume targets.

- Growth in sales revenue, profitability, and market share.

- Expansion of distributor and retail networks.

- New customer acquisition and key account development.

- Territory-wise and channel-wise sales performance.

- Improvement in gross margins and reduction of avoidable trade expenses.

- Timely collection of outstanding receivables and control of overdue accounts.

- Forecast accuracy, order fulfilment, and inventory coordination.





- Team productivity, target achievement, and employee development.

- Customer retention and overall market penetration.

4. Educational Qualifications

- Bachelor's degree in Business Administration, Marketing, Sales, Commerce, or a related discipline.

- MBA/PGDM in Sales, Marketing, or Business Management will be preferred.

5. Experience Required

- 15–20 years of overall experience in sales, business development, and commercial leadership.

- Significant experience in the tea, FMCG, food and beverage, or related consumer goods industry.

- Proven experience leading large sales teams and managing multi-region sales operations.

- Demonstrated success in distributor development, key account management, revenue growth, and profitability improvement.

- Experience in national sales management, modern trade, institutional sales, and channel expansion will be an advantage.

The exact experience requirement may be adjusted based on the company's business scale and the seniority of the candidate.

6. Required Skills & Competencies

- Strategic sales planning and business leadership.

- Strong commercial acumen and financial understanding.

- Excellent negotiation, communication, and relationship-management skills.

- Distributor and channel-development expertise.

- Market analysis, forecasting, and data-driven decision-making.

- Team leadership, performance management, and talent development.

- Problem-solving and decision-making capabilities.

- Ability to manage multiple markets, business priorities, and senior stakeholders.

- Proficiency in MS Excel, sales reporting systems, CRM tools, and business analytics.

7. Authority & Decision-Making

- Recommend and execute approved sales strategies and business-development initiatives.

- Manage sales budgets and commercial activities within approved authority limits.

- Recommend pricing structures, trade schemes, distributor appointments, and customer credit terms, subject to company approval.

- Set sales targets and performance expectations for the sales organization.

- Present strategic business proposals and market-expansion plans to senior management.

8. Key Working Relationships

Internal: Director/Managing Director, Finance & Accounts, Marketing, Procurement, Production, Supply Chain, Logistics, HR, and regional sales teams.

External: Distributors, dealers, wholesalers, retailers, modern trade partners, institutional buyers, corporate clients, and strategic business partners.

9. Expected Outcomes

The Vice President – Sales is expected to establish a strong and scalable sales organization, increase revenue and market share, strengthen distribution and customer relationships, improve commercial profitability, and create sustainable long-term growth for the company.

Note: The role will carry overall responsibility for sales performance, business expansion, team effectiveness, and achievement of the sales objectives approved by the management.

Work Location: In person

📌 Vice President - Sales (Matigara)
🏢 Aman Tea Group
📍 Matigara