National Sales Leader(General Trade) at CDL Human Resource

To lead, drive, and grow national General Trade operations for a fast-moving consumer brand in the sanitary pads category. The role requires a battle-tested sales leader with hands-on experience in a highly competitive market, capable of building strong distribution networks, supervising field teams, and driving last-mile product availability.

Key Responsibilities

Route-to-Market (RTM) & Distribution Development

• Recruit, onboard, and grow distributors and wholesalers nationwide.
• Ensure proper territory mapping, route planning, and network coverage.
• Drive last-mile distribution execution from wholesale to dukas, kiosks, resellers, and small supermarkets.
• Ensure consistent product presence in every GT channel.

Sales Growth & Target Achievement

• Deliver monthly, quarterly, and annual volume and revenue targets.
• Push daily orders through wholesalers to retailers.
• Ensure aggressive product uplifts and market penetration.
• Monitor competitor activities and close execution gaps quickly.

Team Leadership & Performance Management

• Build, train, motivate, and enforce discipline among field sales teams.
• Conduct regular market visits, coaching, and performance reviews.
• Drive a culture of excellence, accountability, and speed.

Market Execution Excellence

• Ensure visibility, availability, pricing compliance, and perfect shelf execution.
• Activate trade promotions and GT demand-generation initiatives.

Reporting & Insights

• Provide real-time market intelligence, volumes, strike rates, and competitor movements.
• Track daily sales activities and ensure structured reporting.

Requirements

Qualifications & Experience

• 7+ years in FMCG General Trade sales leadership is a MUST
• Proven track record in selling and scaling tough products in a competitive market—preferably sanitary pads or similar categories.
• Strong distributor management, wholesaler recruitment, and territory execution experience.
• Excellent team leadership and ability to get results through people.
• Strong negotiation, communication, and analytical skills.
• Ability to travel extensively nationwide.
• Bachelor’s degree in Business ,Marketing, Sales, or a related field.