National Sales Manager

Job Description: National Sales Manager FMCG (Food & Beverage)

Location: Delhi NCR
Reports To: Managing Director / CEO

Experience: 22+ years, with minimum 04 years in the same or equivalent role

Business Responsibility: 300400 Crore+ annual revenue
CTC: Up to 50 LPA, depending on experience and fit
Industry: Culinary paste, Noodles, Beverage, Tin foods, pickles, sauces and dips, Ready-to-cook foods.

About the Role

We are seeking a seasoned National Sales Head to lead pan-India sales operations for a fast-growing FMCG food company. It is preferred to have candidate with proven track record of scaling national distribution, build high-performing teams, and deliver consistent revenue growth in categories such as culinary paste, Noodles, Beverage, Tin foods, pickles, sauces and dips, Ready-to-cook foods etc.

This is a strategic, hands-on leadership role responsible for driving market expansion, strengthening trade relationships, and achieving ambitious business targets across General Trade (GT), Modern Trade (MT).

Key Responsibilities

Sales Strategy & Business Planning

• Develop and execute a unified national sales strategy aligned with company growth objectives across all channels (GT, MT)
• Create annual sales plans, forecasts, budgets, and KPIs in collaboration with senior leadership
• Identify new markets, territories, and business opportunities for expansion; drive market share and revenue growth.
• Monitor competitor activities, market trends, pricing strategies, and consumer behavior to refine go-to-market approaches.

Distribution & Channel Management

• Lead complete FMCG sales operations across India including General Trade, Modern Trade, distributor networks, and institutional sales.
• Build, strengthen, and scale distributor, dealer, and retailer networks across multiple states and territories.
• Ensure strong retail penetration, product visibility, and market coverage across urban, semi-urban, and rural markets.
• Drive primary and secondary sales growth through effective sales planning, route-to-market strategies, and trade execution.

Team Leadership & Performance Management

• Lead, mentor, and manage Zonal Sales Heads, Regional Sales Managers, Area Sales Managers (ASMs), and territory teams.
• Establish sales targets, KPIs, reporting systems, and performance management structures; monitor sales staff performance with ongoing coaching.
• Recruit, train, and develop a high-performing sales team; foster a culture of ownership, speed, and measurable results.
• Drive adoption of sales automation tools, CRM systems, and data-driven decision-making.

Stakeholder & Cross-Functional Collaboration

• Build and maintain key relationships with clients, distributors, partners, and internal stakeholders.
• Collaborate closely with Marketing, Product, Supply Chain, and Finance teams to align sales execution with brand positioning, product roadmap, and commercial goals.
• Represent the company at trade shows, industry events, and key customer meetings to enhance brand visibility and business development.

Commercial & Operational Excellence

• Deliver national revenue and volume targets with strong control on commercials – trade spends, inventory, cashflow, and profitability.
• Ensure accurate forecasting, sales projections, business planning, and performance tracking with detailed MIS reports.
• Develop and refine sales processes to improve efficiency, productivity, and operational effectiveness.

Required Qualifications & Experience

• Education: MBA/PGDM in Sales & Marketing or equivalent; graduate degree required.
• Experience: 22+ years of progressive sales leadership in FMCG food industry with at least 4-5 years in a National / Business Head- Pan India /equivalent role.
• Proven experience managing a 300–500 Cr+ business, with preference for candidates currently handling.
• Industry Background: It will be preferred to have experience in FMCG food companies manufacturing culinary paste, Noodles, Beverage, Tin foods, Pickles, Sauces and Dips, Ready-to-cook foods.
• Channel Expertise: Deep hands-on experience in General Trade (GT) is mandatory; strong exposure to Modern Trade (MT) is highly desirable.
• Geographic Exposure: Proven track record of managing pan-India sales operations with extensive travel across regions.
• Leadership: Demonstrated ability to build, scale, and lead large sales teams across multiple zones and states.
• Commercial Acumen: Strong P&L ownership, trade spend management, forecasting accuracy, and data-driven decision-making skills.

Key Competencies

• Strategic thinking with execution excellence
• Strong negotiation, presentation, and communication skills
• Relationship management with Super stockist, distributors, retailers, and key accounts
• Analytical skills with proficiency in sales analytics, MIS, and CRM tools
• Change management and ability to thrive in high-growth, dynamic environments
• High integrity, ownership, and results-oriented mindset