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

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