Deputy General Manager North Sales

Location: Delhi, Delhi India

Position Title : Deputy General Manager - North Sales 

Role Summary

The Deputy General Manager (DGM) is accountable for driving profitable sales growth in the general trade channel, developing and executing regional sales strategies, and leading transformation initiatives to achieve commercial objectives. The DGM leads a team of Area Sales Managers (ASMs) and Sales Officers (SOs), fostering a high-performance culture and ensuring operational excellence across the region.

Key Responsibilities

1. Strategic Planning & Budgeting (10%)

• Shape regional sales strategies by analyzing market trends, growth opportunities, and competitive dynamics.
• Collaborate with the Sales Head to identify emerging markets and support expansion initiatives.
• Develop, monitor, and optimize regional budgets, ensuring alignment with organizational goals.

2. Sales Target Setting & Execution (20%)

• Govern and allocate sales targets across products and geographies, ensuring targets are ambitious yet achievable.
• Partner with customer marketing to design and implement trade plans and activations.
• Evaluate field feedback on promotions and discounts, collaborating with marketing to enhance sales performance.
• Approve action plans to address competitive challenges and drive market share.

3. Performance Monitoring & Review (30%)

• Conduct regular review meetings with ASMs and SOs to assess sales progress, distributor management, and activation effectiveness.
• Analyze regional performance data, identify gaps, and implement corrective actions.
• Maintain relationships with key distributors, guiding negotiation strategies and ensuring distributor satisfaction.

4. Relationship Building & Market Intelligence (15%)

• Network with distributors and retailers to understand business needs, resolve issues, and gather market intelligence.
• Initiate innovative engagement models to strengthen client relationships and inform strategic decisions.

5. Cross-Functional Leadership (5%)

• Lead or participate in cross-functional projects (e.g., GTM transformation, analytics, training & development).
• Drive change management, ensuring readiness for new business processes and market shifts. 

6. People Development & Team Management (20%)

• Cascade functional goals, set clear objectives, and conduct regular performance reviews for the team.
• Mentor and coach ASMs on negotiation, consultative selling, and regional nuances.
• Lead recruitment for open positions, ensuring the team is equipped for success. 

Dimensions & KPIs

• Team Size: 4–6 ASMs
• Key KPIs: Sales volume, forecast accuracy, margin improvement, brand building/POS activations, attrition rate

Required Knowledge, Skills & Competencies

• Proven experience in FMCG sales, handling multiple categories and general trade channels
• Strong analytical, problem-solving, and communication skills
• Proficiency in Microsoft Office and sales analytics tools
• Exceptional leadership, negotiation, and customer engagement abilities
• Demonstrated ability to drive transformation and manage cross-function

Education & Experience

• Graduate degree required; MBA preferred
• Minimum 10+ years’ experience in FMCG sales, with leadership experience

Best Practice Enhancements

• Emphasize strategic account management and pipeline development
• Foster multi-level stakeholder relationships (internal and external)
• Leverage data-driven insights for sales forecasting and market expansion
• Champion a culture of excellence, accountability, and continuous improvement