Sales Manager Large Format Retail (LFR)

About the Role

We are looking for a results-driven Sales Manager – LFR to lead and grow our business across major Large Format Retail (LFR) accounts such as Reliance Trends, Shoppers Stop, Broadway, and other leading LFS/LFR partners.

The role will be responsible for driving secondary sales, revenue growth, premium brand visibility, store-level execution, inventory availability, and on-ground team performance. The ideal candidate should have strong experience in SIS/LFR sales, particularly with accounts such as Shoppers Stop, Lifestyle, Reliance Trends, etc.

Key Responsibilities

1. Key Account & Sales Management

• Own and drive primary and secondary sales targets across assigned LFR/LFS outlets.
• Build and maintain strong relationships with Store Managers, Category Managers, Floor Managers, and other key stakeholders.
• Develop and execute joint business plans with retail partners to drive revenue and improve store productivity.
• Negotiate for premium display spaces, focal points, end-caps, and promotional placements.
• Drive seasonal promotions and initiatives to improve footfall conversion and sales.
• Ensure consistent achievement of monthly and quarterly sales targets.

2. Team Hiring & Leadership

• Manage the end-to-end hiring and onboarding of in-store Sales Executives/Fashion Consultants across LFR counters.
• Build, manage, and motivate a large distributed team across multiple stores.
• Set daily, weekly, and monthly sales targets and track individual/team performance.
• Conduct regular product training, sales pitch coaching, and customer-service training.
• Monitor attendance, productivity, incentives, and performance of the on-ground team.
• Take proactive measures to improve retention and minimize team attrition.

3. Merchandising & Store Visibility

• Ensure adherence to planograms, VM guidelines, and brand standards across all stores.
• Drive strong brand visibility and ensure products are positioned in high-impact locations.
• Conduct regular store visits and audits to identify gaps in visibility, execution, manpower, and sales performance.
• Ensure brand hygiene and consistent execution across all counters.

4. Inventory & Operations

• Monitor store-level inventory and ensure optimum stock availability.
• Maintain high fill rates and minimize stock-outs, particularly for fast-moving SKUs.
• Identify slow-moving inventory and work with relevant teams to drive liquidation.
• Coordinate with internal supply-chain and operations teams to ensure timely replenishment.
• Track competitor activity, pricing, promotions, and market trends.

5. Reporting & Business Analytics

• Prepare and share weekly and monthly sales MIS with senior management.
• Track store-wise sales, productivity, inventory, manpower, and target achievement.
• Analyze sales trends and identify opportunities to improve revenue and store performance.
• Use data and market insights to recommend corrective actions and growth initiatives.

Qualifications & Experience

• Bachelor's degree in Business, Marketing, Sales, or a related field; MBA is a plus.
• 5–8 years of experience in B2B/LFR/SIS sales, preferably within Apparel, Lifestyle, Cosmetics, FMCG, or related industries.
• Mandatory experience managing SIS/LFR accounts, with prior exposure to Shoppers Stop, Lifestyle, Reliance Trends, or similar large-format retail chains.
• Proven experience in managing multiple retail outlets and a large team of on-ground Sales Executives/Fashion Consultants.
• Strong track record of achieving sales targets and driving retail business growth.
• Willingness to travel extensively across assigned stores/markets.

Key Skills

• Large Format Retail (LFR) / SIS Sales
• Key Account Management
• Secondary Sales & Revenue Growth
• Team Hiring & People Management
• Retail Operations & Store Audits
• Visual Merchandising & Brand Visibility
• Inventory Management
• Sales MIS & Excel
• Negotiation & Relationship Management
• Strong communication and stakeholder-management skills
• High-energy, field-oriented approach with strong execution skills