General Trade Manager
Job summary
The General Trade Manager is a strategic commercial leader responsible for shaping and executing the company’s general trade channel vision. This role drives volume, market share, and profitability through an extensive network of distributors, wholesalers, and traditional retailers. The incumbent will architect channel strategies, optimise trade investments, and lead a field sales team to deliver superior outlet coverage, distribution intensity, and brand visibility across the general trade ecosystem.
Job descriptions & requirements
Responsibilities
Channel Strategy & Business Planning
- Develop general trade roadmap aligned with corporate growth ambitions.
- Segment the trade landscape (distributors, semiwholesalers, independent retailers) and define value propositions per tier.
- Design distributor productivity models – including beat plans, service frequency, and cashtodelivery cycles.
- Lead annual and quarterly business planning with key distribution partners.
Trade Marketing & Investment Optimisation
- Set trade investment guardrails (promotional spend, discounts, credit terms) to achieve targeted ROI (minimum 20% incremental sales lift).
- Collaborate with marketing to cocreate instore brand activations, visibility materials, and shopper promotions tailored for general trade.
- Monitor price architecture and ensure trade margin competitiveness while protecting brand equity.
Distribution Expansion & Outlet Coverage
- Drive aggressive yet profitable expansion of active retail outlets (+15% QoQ).
- Implement a tiered distributor network to penetrate deep into semiurban and rural geographies.
- Champion digital tools (CRM, DMS) to improve routetomarket efficiency and realtime visibility of secondary sales.
Sales Performance & Analytics
- Set and cascade monthly/quarterly sales targets (volume, value, SKU mix) to regional and territory teams.
- Conduct weekly performance reviews – identify gaps, root causes, and corrective actions.
- Analyse market share trends, competitor movements, and Nielsen/retail audit data to inform pivots.
Team Leadership & Capability Building
- Lead, coach, and mentor a team of Area Sales Managers and Territory Sales Managers and Sales Officer.
- Institutionalise a highperformance culture through clear KPIs, regular feedback, and field accompaniment.
- Drive adoption of selling stories, negotiation skills, and distributor management best practices.
Qualifications & Experience
- Education: Bachelor’s degree in Business, Marketing, or related field. MBA preferred.
- Experience: 8–12 years in FMCG sales, with at least 4 years in a leadership role managing general trade channels. Diaper / baby care / personal care category experience is highly desirable.
- Proven track record of scaling distribution networks, turning around underperforming territories, and delivering doubledigit growth.
- Strong commercial acumen – able to balance topline growth with bottomline trade spend efficiency.
- Analytically savvy – comfortable with data analytics tools, CRM, and distributor management systems.
- People leader – demonstrated ability to inspire and develop field sales teams.
Technical Competencies
- Sales Strategy & Revenue Planning
- Distribution Channel Design & Management
- Advanced Data Analytics & Forecasting
- CRM & Sales Technology Platform Mastery
Personality Competencies:
- Resilient & High-Pressure Tolerant
- Persuasive Negotiator & Influencer
- Commercially Agile & Opportunistic
- Intrinsically Results-Driven
Managerial Competencies:
- Team Leadership & High-Performance Culture Development
- Strategic Execution & P&L Management
- Key Account & Strategic Partner Management
- Talent Development & Succession Planning
Salary: Attractive
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