Summary
The Distribution Sales Manager is responsible for leading and managing the company’s distribution sales operations to ensure achievement of revenue, market share, and profitability objectives. This role requires a highly motivated and strategic individual with strong leadership, planning, operational, and customer relationship management skills.
The incumbent will oversee sales execution within the distribution channel, manage inventory forecasting, strengthen relationships with wholesalers, pharmacies, supermarkets, retailers, and other key accounts, while ensuring efficient route-to-market coverage and compliance with company policies. The Distribution Sales Manager is also responsible for developing and leading a high-performing sales team capable of driving sustainable business growth.
1. Key Responsibilities
a) Ensure adequate inventory levels are maintained based on projected sales volumes and market demand to support uninterrupted product availability.
b) Use best efforts to promote and solicit orders for the Company’s products within the assigned territory and distribution channels.
c) Develop and maintain strong relationships with distributors, wholesalers, pharmacies, supermarkets, retailers, and other key customers.
d) Ensure products are properly merchandised, displayed, and distributed in accordance with company standards.
e) Supervise and support Sales Representatives to ensure effective market coverage and achievement of sales targets.
f) Assist in training customers and sales staff on product knowledge, promotions, merchandising standards, and sales techniques.
g) Promptly report customer complaints, product issues, market intelligence, and competitor activities to Management.
h) Maintain a competent and motivated sales team that is thoroughly familiar with the Company’s products and sales objectives.
i) Refrain from conduct that may damage the reputation or standing of the Company or its products.
j) Ensure proper storage and transportation conditions are maintained for products under their responsibility in accordance with company standards.
k) Make legitimate and effective use of sales literature, promotional materials, merchandising tools, and training resources provided by the Company.
l) Provide timely customer service including order processing, pricing support, quotation preparation, delivery coordination, and issue resolution.
m) Ensure compliance with all applicable laws, company policies, regulatory requirements, and ethical business practices.
n) Ensure no conduct is engaged in that could result in sanctions, legal violations, or reputational risk to the Company.
o) Ensure all sales activities and agreements are conducted free of conflicts of interest or violations of third-party agreements.
p) Achieve annual and quarterly sales objectives established by the Company in both volume and value terms.
q) Provide monthly rolling sales forecasts and inventory projections to support purchasing and supply chain planning.
2. Planning
a) Develop and implement comprehensive distribution sales plans aligned with company goals and objectives.
b) Prepare and present annual, quarterly, monthly, weekly, and daily sales plans within the established timelines:
- Annual Plan – Presented in November of the preceding year
- Quarterly Plan – Presented 10 working days prior
- Monthly Plan – Presented 5 working days prior
- Weekly Plan – Presented 1 working day prior
- Daily Plan – Presented the day before
c) Monitor and control sales budgets and operational expenses.
d) Establish strategic sales objectives, route-to-market initiatives, and customer development plans.
e) Analyze sales performance and implement corrective actions where required.
3. Budgeting
a) Manage recruitment, promotional activities, merchandising initiatives, and sales operations within approved budgets.
b) Control and monitor trade spending, promotional expenses, and operational costs.
c) Ensure efficient utilization of company resources to maximize return on investment.
4. Implementation
a) Execute approved sales and distribution plans efficiently and effectively.
b) Establish and optimize sales routes to maximize market coverage and productivity.
c) Ensure timely execution of promotions, merchandising programs, and trade activities.
d) Recruit, train, coach, and develop Sales Representatives and identify potential successors.
e) Monitor field activities to ensure compliance with company standards and sales objectives.
5. Reporting
a) Provide accurate and timely reports on sales performance, market activities, stock levels, and customer feedback.
b) Report on objectives achieved and identify reasons for variances or missed targets.
c) Maintain accurate customer and sales records using CRM and reporting systems.
6. Market Research and Analysis
a) Conduct regular market visits and research to identify consumer trends, competitor activities, and market opportunities.
b) Monitor competitor pricing, promotions, and product offerings to maintain competitive positioning.
c) Analyze sales data and distribution performance to identify growth opportunities and operational improvements.
d) Evaluate promotional effectiveness and recommend strategies to improve market penetration.
7. Customer Relationship Management
a) Develop and maintain a comprehensive customer database for all assigned accounts and distribution channels.
b) Build strong relationships with key customers and ensure customer satisfaction is consistently maintained.
c) Ensure customer needs including deliveries, merchandising support, and issue resolution are handled promptly.
d) Conduct regular customer visits and follow-ups to strengthen partnerships and identify sales opportunities.
e) Coordinate customer communications including promotions, product launches, and service updates.
8. Inventory Management
a) Collaborate with purchasing, warehouse, and distribution teams to maintain optimal inventory levels.
b) Monitor stock rotation, expiry dates, slow-moving inventory, and product availability.
c) Assist in forecasting demand to minimize stock shortages and overstock situations.
9. Cross-functional Coordination
a) Work closely with distribution, warehouse, purchasing, accounting, and marketing teams to support business objectives.
b) Ensure marketing and promotional support aligns with sales strategies and customer needs.
c) Coordinate with logistics teams to ensure timely and accurate product deliveries.
10. Promotional and Event Management
a) Plan and oversee promotional campaigns, in-store activities, trade shows, and customer engagement initiatives.
b) Evaluate promotional performance and recommend improvements for future activities.
c) Support corporate events, customer appreciation activities, and sales meetings.
11. Compliance and Team Management
a) Ensure compliance with company pricing policies, promotional guidelines, and operational procedures.
b) Foster teamwork, accountability, and continuous improvement within the sales team.
c) Provide coaching, performance evaluations, and career development opportunities for team members.
12. Other Responsibilities
a) Adhere to the Company’s code of conduct, confidentiality agreements, and operational policies.
b) Attend conferences, meetings, training sessions, and corporate events as required.
c) Perform any other duties assigned by Management consistent with the role.
13. Required Skills and Qualifications
a) Bachelor’s Degree in Business Administration, Marketing, Sales, or a related field preferred.
b) Minimum 5 years’ experience in sales or distribution management, preferably within FMCG, pharmaceutical, consumer goods, or related industries.
c) Proven track record of achieving or exceeding sales targets and managing sales teams.
d) Strong analytical and problem-solving skills with the ability to interpret sales and market data.
e) Excellent leadership, communication, negotiation, and interpersonal skills.
f) Strong customer relationship management and account management abilities.
g) Proficiency in Microsoft Office Suite including Excel, PowerPoint, and reporting tools.
h) Experience using CRM systems and sales reporting platforms.
i) Strong understanding of inventory management, merchandising, and distribution operations.
j) Ability to work under pressure, manage multiple priorities, and meet deadlines.
k) Valid Driver’s Permit and willingness to travel within assigned territories.
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