Traditional Trade Supervisor

Position Overview

We are seeking a dynamic and results-driven Traditional Trade Supervisor to oversee and optimize sales operations within the traditional trade channel. This role is pivotal in driving revenue growth, expanding market presence, and ensuring superior product availability and visibility across grocery stores, convenience outlets, and independent retailers. The ideal candidate will lead a high-performing team of sales representatives, foster strong customer relationships, and execute strategic initiatives to achieve and exceed sales targets. If you are a strategic thinker with a passion for sales leadership and a proven track record in FMCG (Fast-Moving Consumer Goods) environments, we invite you to apply.

Key Responsibilities

The Traditional Trade Supervisor will play a critical role in the following areas:

Sales Management & Performance

• Target Achievement: Drive consistent monthly, quarterly, and annual sales performance to meet or exceed revenue objectives, ensuring sustainable growth in volume, distribution, and market share.
• Performance Monitoring: Analyze sales data and market trends to identify opportunities and risks, implementing corrective actions where necessary to maintain momentum.
• Strategic Execution: Lead the implementation of sales strategies, promotional campaigns, and trade marketing initiatives to enhance brand visibility and customer engagement.

Team Leadership & Development

• Team Supervision: Provide hands-on leadership to sales representatives and merchandisers, fostering a culture of accountability, motivation, and continuous improvement.
• Field Engagement: Conduct regular field visits (70% of working time) to evaluate team performance, offer coaching, and ensure alignment with company standards and customer expectations.
• Talent Development: Assess training needs, deliver on-the-job coaching, and support career progression for team members to build a high-performing sales force.

Customer & Channel Management

• Relationship Building: Cultivate and maintain strong partnerships with key retailers, distributors, and independent store owners to drive mutual growth and loyalty.
• Negotiation & Agreements: Lead negotiations on trade terms, promotions, pricing, and merchandising placements to maximize revenue and brand presence.
• Opportunity Identification: Proactively scout for new business prospects, expansion opportunities, and innovative trade solutions within assigned territories.

Route & Territory Optimization

• Efficient Planning: Develop and refine route plans to ensure optimal coverage of outlets, balancing productivity with customer service excellence.
• Outlet Productivity: Monitor customer call frequency, outlet performance, and sales potential to prioritize high-value accounts and maximize return on investment.
• Data Integrity: Maintain accurate and up-to-date customer databases, route plans, and sales records to support informed decision-making.

Merchandising & Trade Execution

• Product Visibility: Ensure consistent product availability, adherence to planograms, and compliance with merchandising guidelines to enhance in-store presence.
• Promotion Execution: Oversee the flawless implementation of trade promotions, in-store activations, and seasonal campaigns to drive consumer engagement and sales lift.
• Competitive Intelligence: Track competitor activities, pricing strategies, and promotional tactics to identify gaps, threats, and opportunities in the market.

Reporting & Strategic Insights

• Performance Analytics: Generate comprehensive sales reports, market performance analyses, and KPI dashboards to evaluate progress and inform strategic decisions.
• Market Intelligence: Provide actionable insights on market trends, customer behavior, and competitive dynamics to senior management for demand planning and forecasting.
• Demand Planning Support: Collaborate with cross-functional teams to align sales forecasts with supply chain, inventory, and production capabilities.

Key Performance Indicators (KPIs)

Success in this role will be measured against the following critical metrics:

• Sales target achievement (percentage and absolute growth)
• Distribution metrics (numeric and weighted distribution)
• Market share growth within assigned territories
• Team productivity and sales representative performance
• Merchandising compliance and in-store execution standards
• Customer satisfaction scores and retention rates
• Collection performance and credit management efficiency

Qualifications & Competencies

Education & Experience

• Education: Bachelor’s degree in Business Administration, Marketing, Sales, or a related field.
• Experience: Minimum of 3-5 years in FMCG sales, with at least 1-2 years in a supervisory or leadership role.
• Industry Knowledge: Deep understanding of traditional trade channels, route-to-market operations, and FMCG dynamics.

Skills & Competencies

• Leadership: Proven ability to inspire, mentor, and manage high-performing sales teams in fast-paced environments.
• Sales & Negotiation: Strong acumen in closing deals, negotiating trade terms, and driving revenue growth.
• Customer Relationship Management: Exceptional interpersonal skills to build trust, resolve conflicts, and foster long-term partnerships.
• Analytical & Problem-Solving: Proficiency in interpreting sales data, identifying trends, and developing data-driven solutions.
• Planning & Organization: Ability to prioritize tasks, manage multiple projects, and optimize resources for maximum efficiency.
• Results Orientation: A relentless focus on achieving targets, overcoming challenges, and delivering measurable outcomes.
• Market Awareness: Keen insight into competitor strategies, pricing trends, and consumer behavior to stay ahead of industry shifts.

Technical Proficiency

• Advanced skills in Microsoft Excel, Power BI, and sales reporting tools for data analysis and visualization.
• Familiarity with CRM systems, route planning software, and merchandising execution platforms is a plus.

If you are a strategic leader with a passion for sales excellence and a track record of driving growth in traditional trade channels, we encourage you to apply for this exciting opportunity to shape the future of our business.