Department: Sales – General Trade (GT)
Reports To: State Head (RSM)
Locations:Tamil Nadu Clusters (7 roles) & Bangalore Cluster (1 role)
1. Chennai Cluster - Chengalpattu, Chennai, Kancheepuram, Tiruvallur
2. TN Central Cluster - Ariyalur, Karur, Perambalur, Pudukkottai, Thanjavur, Tiruchirappalli
3. TN East Cluster - Cuddalore, Kallakurichi, Mayiladuthurai, Nagapattinam, Tiruvarur, Villupuram
4. TN Far South / Coastal Cluster - Kanyakumari, Tenkasi, Thoothukudi, Tirunelveli
5. TN North Cluster - Dharmapuri, Krishnagiri, Ranipet, Tirupathur, Tiruvannamalai, Vellore
6. TN South Cluster - Dindigul, Madurai, Ramanathapuram, Sivaganga, Theni, Virudhunagar
7. TN West Cluster - Coimbatore, Erode, Namakkal, Nilgiris, Salem, Tiruppur
8. Bangalore Cluster - Bangalore Urban & Rural Markets
1. Role Overview
The Cluster Sales Manager (CSM) is responsible for driving sales, distribution, and market expansion across a group of districts within a defined cluster. The role demands strong leadership in managing ASMs, TSEs, and Distributor Salesmen, while ensuring deep retail penetration, achievement of volume/value targets, and trade-channel execution.
This role requires a self-driven FMCG professional capable of handling complex GT markets, scaling the distribution network, and ensuring consistent top-line growth.
2. Key Responsibilities
A. Sales & Revenue Delivery
- Achieve monthly, quarterly, and annual Primary & Secondary Sales Targets for the cluster
- Drive business growth by ensuring consistent product availability across outlets
- Ensure execution of SKU-wise, Channel-wise, and Geography-wise sales targets
- Lead revenue planning and demand forecasting in coordination with the State Head
B. Distribution Expansion & Channel Development
- Appoint, onboard, and manage Distributors / Super Stockists in each district
- Ensure distributors maintain:
- Adequate working capital
- Proper stock hygiene & FIFO
- Efficient delivery systems
- Daily secondary reporting
- Drive retail universe expansion by adding new counters every month
- Strengthen distribution metrics:
- Numeric Coverage
- Weighted Coverage
- Beat Efficiency
- Outlet throughput
C. Team Leadership & Performance Management
- Manage and lead Area Sales Managers (ASM), Territory Sales Executives (TSE) and Distributor Salesmen (DSMs)
- Assign beat plans, route plans and market coverage targets to team
- Conduct weekly/fortnightly review meetings, coaching & on-field training
- Identify performance gaps and improve productivity through structured interventions
- Ensure field discipline, reporting accuracy and process adherence
D. Trade Marketing & Visibility Execution
- Coordinate with Trade Marketing to implement:
- Display activations
- In-store branding
- Visibility elements (POSM)
- Retail promotions
- Monitor and ensure full execution of market schemes, special promotions, festival offers
- Conduct competitor tracking — price moves, visibility, promotions, new launches
E. Market Development
- Identify cluster growth potential and create micro-market plans
- Build and strengthen relationships with key retailers, wholesalers & institutional buyers
- Generate actionable insights on consumer preferences, competitor activities, and market challenges
- Execute strategic projects for new product launches
F. Operational Excellence
- Ensure team follows daily reporting through CRM/SFA apps
- Validate distributor claims, stock ledgers, ageing reports
- Optimize logistics and supply chain coordination with HO
- Ensure credit hygiene, timely collections, and settlement of trade claims
3. Required Qualifications & Experience
Education
- Graduate / Postgraduate (Any discipline)
- MBA in Sales/Marketing preferred
Experience
- 5–10 years of FMCG General Trade experience
- Mandatory distributor handling background
- Experience managing ASMs/TSEs preferred
- Experience in staples, edible oil, grocery, spices, atta, or food categories is an advantage
4. Skills & Competencies
Core Skills
- Proven sales execution ability
- Strong distributor management
- Route-to-market expertise
- Retail & wholesale channel knowledge
- Numerical analysis and data interpretation
- Market expansion strategies
Soft Skills
- Leadership & people management
- Excellent communication & negotiation
- Problem-solving & decision-making
- Result-oriented mindset
- High accountability & ownership
5. Key Performance Indicators (KPIs)
- Primary & Secondary Sales achievement
- Number of active outlets, new outlets added
- Distributor ROI & service levels
- Beat plan adherence & team productivity
- Trade visibility execution score
- Market share growth in assigned cluster
- Reduction in out-of-stock (OOS) instances
6. Compensation & Benefits
- Competitive Fixed Salary based on experience
- Attractive Performance-Based Incentives
- Travel Allowance + Mobile Allowance
- Business KPIs-based Annual Bonus
- Fast-track growth to State Head (RSM) for high performers
7. Work Environment & Travel
- Field-intensive role (70–80% travel within cluster districts)
- Requires active market working with team & distributors
- Weekly reporting to State Head
