• The Territory Sales Manager (TSM) is responsible for driving sales performance, market penetration, and brand visibility within a defined geographical area. The role involves managing distributor and retail relationships, executing trade marketing initiatives, and ensuring product availability and visibility across all retail channels.

Key Responsibilities

• Develop and execute territory sales plans to achieve volume, value, and distribution targets.
• Manage and support distributors, sub-distributors, and retail partners to ensure optimal stock levels and timely replenishment.
• Conduct regular market visits to monitor retail execution, competitor activity, and customer feedback.
• Implement trade promotions and merchandising strategies to drive off-take and brand visibility.
• Train and supervise field sales representatives and merchandisers.
• Monitor and report on sales performance, market trends, and competitor activities.
• Ensure compliance with pricing, discounting, and credit policies.
• Collaborate with supply chain and logistics teams to ensure timely delivery and stock availability.
• Maintain accurate records of sales activities, customer interactions, and market intelligence.

Key Performance Indicators (KPIs)

• Sales Volume & Value Achievement – Attainment of monthly and quarterly sales targets.
• Numeric & Weighted Distribution – Number of outlets carrying the product and their sales contribution.
• Retail Execution Score – Availability, visibility, and planogram compliance in retail outlets.
• Outlet Coverage & Call Frequency – Number of productive calls made per day/week.
• Trade Promotion ROI – Effectiveness and return on investment of trade marketing activities.
• Stock Availability & Fill Rate – Product availability at distributor and retail levels.
• New Outlet Activation – Number of new retail points opened and activated.
• Distributor Performance Metrics – Order frequency, stock rotation, and payment compliance.
• Market Share Growth – Share of shelf and category performance in the territory.
• Customer Satisfaction & Retention – Feedback from trade partners and retailers.

Minimum Qualifications

• Education: Bachelor’s degree in Sales, Marketing, Business Administration, or a related field. A postgraduate diploma or Master’s in a business-related field is an added advantage.
• Experience: Minimum 3–5 years of sales experience in the FMCG sector, with a strong understanding of route-to-market models and retail dynamics.

Skills:

• Strong negotiation, communication, and interpersonal skills.
• Proficiency in sales reporting tools and CRM systems.
• Analytical thinking and data-driven decision-making.
• Ability to lead and motivate field teams.
• Strong knowledge of the local market and retail landscape.