Senior Sales Manager

Company: Birla Cosmetics Private Limited

Industry: Beauty & Personal Care

Senior Manager – Offline Sales

The role is based out of BLR/MUM/KOL and reporting to the CEO / sales lead of the business. The Senior Manager – Offline Sales will work very closely with the Sales Lead to achieve all targets and upskill beauty advisors, generate new channel sales.

1. Field Visits & Store Execution

• Conduct regular field visits to retail outlets, align store visits with manager and BA supervisors (modern trade and other beauty retailers like Nykaa, Shoppers Stop, Parcos etc.)
• Monitor in-store execution – visual merchandising, tester hygiene, stock availability, and planogram adherence as per aligned JBP.
• Ensure brand visibility and correct placement across touchpoints according to the allocated brand space.
• Gather market intelligence on competitor activities, pricing, promotions, and merchandising.
• Build strong relationships with store managers, beauty advisors, and floor staff to drive brand advocacy.
• Ensure monthly stock audits are conducted at all stores and reports with store wise action plans are shared for the same.

2. Retail Staff Management & Training

• Coordinate with training team to align regular product training sessions for beauty advisors (BAs), field promoters, and store staff.
• Understanding BA needs like trainings , incentives , stock , testers and align the same with store team and internal team.
• Ensure the Beauty advisors are feeding timely and correct details on the app/tools.
• Managing BA monthly and weekly rosters. Tracking their attendance and ensuring the roster is abided.
• Ensure BAs are aligned with brand new launches, key USPs, and are actively upselling.
• Track productivity of each BA/promoter – sales targets vs achievement.
• Motivate retail teams through on-ground contests and recognition programs.

3. Sales Target Achievement

• Drive monthly and quarterly sales targets across the territory.
• Create and implement store-level sales strategies for underperforming stores.
• Track secondary sales data and optimize field efforts accordingly.
• Identify and activate potential high-performing stores through additional support from brand team and retailer team.

4. Retail Expansion & New Store Launches

• Support the onboarding of new counters/outlets.
• Ensure smooth execution during store launches – BA placement, VM, stock availability, testers.
• Liaise with logistics and operations teams for timely execution.

5. Reporting & Insights

• Maintain store-level dashboards and trackers
• Maintain detailed records of field visits and share weekly visit reports with observations. Weekly reports on action plan execution.
• Share monthly sell-out data, competitive insights, and field intelligence with sales leadership.
• Recommend localised marketing activities based on the on-ground feedback.
• Align weekly and monthly priorities with the manager.
• Participate in regular one on one meetings with the manager (weekly/fortnightly/monthly).
• Participate in monthly retailer JBP with the manager
• Co-travel with manager for joint market working at least 5–6 times/month.
• Escalate bottlenecks from the field that need higher-level intervention.
• Seek guidance on territory-level business development and team structuring.

Person Profile & Education Qualification

1. Candidate should have an overall experience of 8-10 years in the beauty and personal care space. No pure FMCG experience.
2. Bachelor's degree in business, marketing, or a related field from a tier – 1 / tier 2 institute.
3. Last stint/experience should have proven track record of managing regional sales of ~ INR Cr of sales of high value products (premium).
4. Experience with companies like Nykaa, Colorbar, Sugar, Lakme, Maybelline (Loreal), Parcos, Olfactive, Duty Free preferred.
5. Excellent communication and public speaking skills.
6. Proven track record of achieving sales targets and building strong relationships with customers and partners - offline.
7. Strong leadership and management skills, with the ability to motivate and train a team of sales representatives.
8. Excellent communication and interpersonal skills, with the ability to build relationships with customers, partners, and stakeholders.
9. Strong analytical skills, with the ability to analyze sales data and market trends to inform business decisions.
10. Knowledge of the cosmetics industry, including trends, products, and competitors.
11. Proficiency in Microsoft Office and CRM software. Should be super-efficient in managing the daily MIS with different analysis.