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JOB SUMMARY
The Sales Supervisor for Traditional Trade – will directly report to the General Trade Sales Manager and will be in charge of managing and coaching a team of field sales in a given area or Region.
Sales Supervisor for TT is primarily responsible for leading field sales execution, distributor management, territory development, and achieving sales targets across all types of traditional stores, groceries, wholesalers, public markets, and other traditional trade outlets.
Responsibilities
Sales & Volume Achievement
- Deliver monthly, quarterly, and annual sales targets.
- Monitor primary and secondary sales performance.
- Identify opportunities to increase sales volume and market share.
- Develop action plans to close sales gaps and achieve territory objectives.
Territory and Distribution Expansion
- Expand numeric and weighted distribution coverage.
- Identify and open new retail outlets, wholesalers, and key traditional trade customers.
- Increase penetration in underserved territories.
- Ensure availability of priority SKUs in all targeted outlets.
Field Sales Team Management
- Lead, coach, and develop Distributor Sales Representatives (DSRs), Merchandisers, and Promoters.
- Conduct regular field coaching and joint market visits.
- Set daily, weekly, and monthly objectives.
- Monitor productivity and route compliance.
- Evaluate team performance and implement development plans.
Execution Excellence
- Ensure proper product visibility and merchandising.
- Monitor planogram and display compliance.
- Implement promotional activities and trade programs.
- Ensure correct pricing and promotional execution at store level.
- Drive superior shelf presence versus competition.
Customer Relationship Management
- Build strong relationships with wholesalers, retailers, and key traditional trade accounts.
- Resolve customer issues and service concerns.
- Negotiate display opportunities and promotional placements.
- Strengthen customer loyalty and partnership.
Key Performance Indicators / Key Figures
Sales
- Sales Volume
- Net Sales Growth
Distribution
- Numeric Distribution
- Weighted Distribution
Execution
- Availability
- Visibility
- Merchandising Compliance
Productivity
- Calls per day
- Productive calls / Strike Rate
- Outlet Coverage
Knowledge, Skills, Competencies
- Distributor Management
- General Trade Specialist who knows the terrain
- Commercial Negotiation & Joint Business Planning (JBP)
- Forecasting & Sales Analysis
- Customer Relationship Management
- Problem Solving & Decision Making
- Communication & Presentation Skills
- Microsoft Excel & PowerPoint
- Drive for Results and Ownership
Requirements
- Bachelor's Degree in Business Administration, Marketing, Economics, Sales or a related discipline.
- Minimum 3-5 years of FMCG sales and General Trade experience.
- Experience managing distributors and field sales teams.
- Strong track record in commercial negotiations and customer development.
- Experience working with distributor-led business models.
- Demonstrated success in delivering sales growth and profitability targets.
- Willingness to travel regularly in the area assigned.
- Strong analytical, communication and presentation skills.
- Proficiency in Microsoft Office applications.
- English proficiency is a plus.