National Sales Manager – General Trade (GT)

MAIN DUTIES AND RESPONSIBILITIES

Develop and execute national sales strategies for general trade segment to achieve revenue, volume, and profitability targets.

Drive distribution expansion, outlet penetration, existing and new product availability nationwide.

Monitor and analyze sales performance, identifying gaps and implementing corrective actions for general trade segment.

Deliver monthly, quarterly, and annual sales targets for key wholesaler

Monitor general trade programs nationwide. Ensure effective execution of trade promotions, visibility, and in-store activities

Manage and strengthen relationships with distributors (stockist) across regions

Ensure distributors meet KPIs including sales targets, coverage, stock holding, and execution standards

Identify and appoint new distributors (KWS) where required to expand coverage

Manage and grow key wholesaler accounts as a critical route-to-market within the General Trade channel

Oversee trade terms, credit control, and commercial negotiations

Work closely with the Sales Director and marketing team to align A&P initiatives with ground execution

Evaluate ROI of trade promotions and recommend improvements

Drive merchandising standards and in-store excellence

Prepare sales forecasts, budgets, and business plans

Provide regular performance reports and market insights to management

Analyze market trends, competitor activities, and customer behaviour.

Recommend strategic actions to drive growth

Work closely with marketing, supply chain, finance, and principals to ensure alignment

Coordinate with supply chain to ensure stock availability and minimize OOS

Engage with brand principals on performance, initiatives, and opportunitie



JOB SPECIFICATION

Bachelor’s Degree in Business, Marketing, or related field

8–12 years of experience in FMCG sales, with strong exposure to General Trade

Proven track record in managing distributors and delivering sales growth

Strong leadership and team management experience

Excellent negotiation, analytical, and communication skills

Willingness to travel nationwide

Strong ownership mindset - able to drive results independently

Hands on and willing to be in the field

Solutions driven, not problem-focused