Cluster Sales Managers

Job Description 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 TheCluster 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 annualPrimary & Secondary Sales Targetsfor the cluster - Drive business growth by ensuringconsistent product availabilityacross outlets - Ensure execution ofSKU-wise, Channel-wise, and Geography-wisesales targets - Lead revenue planning and demand forecasting in coordination with the State Head B. Distribution Expansion & Channel Development - Appoint, onboard, and manageDistributors / Super Stockistsin each district - Ensure distributors maintain: - Adequate working capital - Proper stock hygiene & FIFO - Efficient delivery systems - Daily secondary reporting - Drive retail universe expansion by addingnew counters every month - Strengthen distribution metrics: - Numeric Coverage - Weighted Coverage - Beat Efficiency - Outlet throughput C. Team Leadership & Performance Management - Manage and leadArea Sales Managers (ASM), Territory Sales Executives (TSE)and Distributor Salesmen (DSMs) - Assign beat plans, route plans and market coverage targets to team - Conduct weekly/fortnightlyreview 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 ofmarket schemes, special promotions, festival offers - Conduct competitor tracking price moves, visibility, promotions, new launches E. Market Development - Identify cluster growth potential and createmicro-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 - 510 yearsof 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 toState Head (RSM)for high performers 7. Work Environment & Travel - Field-intensive role (7080% travel within cluster districts) - Requires active market working with team & distributors - Weekly reporting to State Head