Route Market Manager

Role: Route to Market Manager

Function: Sales / Route to Market

Role Purpose

Drive profitable growth through an effective RTM strategy across Urban and Rural markets by expanding coverage, improving sales-force productivity, strengthening distribution models and converting productivity gains into incremental revenue.

Key Responsibilities

RTM Strategy & Distribution

Develop Urban & Rural RTM strategy; identify distribution gaps, white spaces and under-covered markets; define scalable distribution models based on market potential, geography and cost-to-serve.

Urban Coverage Expansion

Drive outlet, beat, salesman and distributor expansion in high-potential towns / clusters; track incremental productive coverage and revenue.

Rural Expansion

Build scalable rural distribution models; define roles of Rural Distributors, Super Stockists, ISRs and Sales Officers; develop rural beats, assortment and pilots; measure revenue and ROI.

Sales Force Efficiency

Improve ECO, Bills Cut, LPC and Unique Lines through beat restructuring, manpower optimisation, billing conversion and assortment interventions; link productivity metrics to revenue.

SFA Adoption & Compliance

Drive SFA adoption, usage and compliance; identify execution gaps; use SFA data to improve coverage and productivity; partner with Sales IT on enhancements.

ISR & Super Stockist Development

Build scalable ISR models and productivity norms; optimise Super Stockist-led distribution and evaluate productivity, service levels and ROI.

RDS / Distributor Engagement

Segment RDS by potential and performance; develop targeted engagement programmes to improve partner productivity, loyalty and incremental revenue.

Analytics & Insights

Use DMS, SFA, Nielsen / market and internal Sales data to identify gaps, opportunities and productivity issues; build dashboards / scorecards and translate insights into action.

Cross-Functional Collaboration

Align RTM strategy with Sales deployment, supply availability, portfolio and commercial economics across relevant functions.

Required Candidate Skillset

• Strong experience in FMCG Sales & Distribution
• Good understanding of Route-to-Market (RTM) strategy
• Experience in Urban & Rural market expansion
• Strong Distributor / RDS / Super Stockist management experience
• Understanding of Sales Force Productivity & Beat Planning
• Strong data analysis and business analytics skills
• Hands-on exposure to SFA / DMS and sales technology
• Good understanding of outlet coverage, productive distribution and sales productivity metrics
• Strong commercial and ROI orientation