City Head – General Trade

Own the General Trade business for the city by expanding the retail network, building strong retailer engagement and driving sell-out, through effective management of a team of ASMs.

• Drive Retail Expansion: Identify and onboard new retailers to expand distribution and increase market coverage.
  

• Drive Sell-Out: Develop and execute plans to increase sales and product offtake across the retail network.
  

• Retailer Engagement: Build strong relationships with retailers, understand their requirements and improve retailer productivity and engagement.
  

• Manage ASMs: Lead, coach and manage a team of ASMs; set targets, review performance and ensure strong field execution.
  

• Distributor Management: Work closely with distributors to ensure adequate stock, timely replenishment and effective market coverage.
  

• Market Development: Identify new markets, outlets and opportunities to increase penetration within the city.
  

• In-store Execution: Ensure strong product availability, visibility, merchandising and execution of trade promotions.
  

• Sales Planning: Translate city targets into territory-level plans and ensure consistent execution through the ASM team.
  

• Market Intelligence: Track competition, pricing, retailer feedback and market trends and convert insights into actionable plans.
  

• Performance Management: Track and improve key metrics such as new outlet additions, active outlets, productive outlets, distribution, sell-out and ASM productivity.
  

• 5-8 years of experience in General Trade, preferably in the water purifier / consumer durable industry.
  

• Candidates from the water purifier industry will be strongly preferred, particularly those with experience working with brands, distributors and retailers in the category.
  

• Experience in managing ASMs or frontline sales teams.
  

• Strong understanding of retailer, distributor and General Trade dynamics.
  

• Proven ability to drive distribution and sell-out.
  

• Strong relationship-building and negotiation skills.
  

• Highly driven, hands-on and comfortable working in the field.
  

• Strong execution and people-management skills.
  

• Data-driven and comfortable working with sales targets and performance metrics.
  

A hands-on GT sales leader who understands the water purifier market, knows how to build retailer and distributor relationships, and can lead a team of ASMs to consistently deliver distribution, sell-out and market growth.