Traditional Trade Senior Supervisor

Position Overview

We are seeking a highly motivated and results-driven Traditional Trade Senior Supervisor to oversee and optimize sales operations within the traditional trade channel. This role is pivotal in driving revenue growth, expanding market reach, and ensuring superior execution of sales strategies across grocery stores, convenience stores, and independent retailers. The ideal candidate will lead a dynamic team of sales representatives, foster strong retailer relationships, and execute strategic initiatives to achieve and exceed sales targets while maintaining high standards of product visibility and availability.

Key Responsibilities

Sales Management & Performance

As a Traditional Trade Senior Supervisor, you will be responsible for driving sales performance and achieving monthly, quarterly, and annual targets. Your role will involve closely monitoring sales metrics, identifying trends, and implementing corrective actions to ensure sustained growth. You will spearhead initiatives to expand distribution, enhance product visibility, and increase market share through strategic planning and promotional execution. Your ability to analyze market data and adapt strategies will be critical in maintaining a competitive edge.

Team Leadership & Development

This position requires exceptional leadership skills to supervise, mentor, and motivate a team of sales representatives and merchandisers. You will conduct regular field visits—spending approximately 70% of your time in the market—to evaluate team performance, provide constructive feedback, and foster a culture of accountability and excellence. Setting clear performance objectives, conducting evaluations, and identifying training needs will be integral to developing a high-performing team. Your coaching will empower your team to deliver outstanding results and exceed customer expectations.

Customer Relationship & Business Development

Building and nurturing strong relationships with key retailers is essential to this role. You will negotiate trade agreements, secure promotional opportunities, and ensure optimal product placement to maximize sales potential. Your proactive approach to identifying new business opportunities within your assigned territories will drive revenue growth and strengthen market presence. Additionally, you will address customer concerns promptly to maintain high levels of satisfaction and loyalty.

Route & Territory Optimization

Efficient route planning and territory management are critical to maximizing sales productivity. You will oversee outlet productivity, ensure consistent customer call frequency, and maintain accurate databases and route plans. Your strategic approach to territory coverage will enhance operational efficiency and drive consistent sales performance across all assigned accounts.

Merchandising & Execution Excellence

Ensuring products are strategically placed and highly visible is a core responsibility. You will monitor compliance with planograms and merchandising guidelines, execute trade promotions, and oversee in-store activations to drive consumer engagement. Your vigilance in tracking competitor activities, pricing strategies, and promotional campaigns will inform your decisions and help maintain a competitive advantage.

Reporting, Analysis & Strategic Planning

You will prepare comprehensive sales reports and market performance analyses, tracking key performance indicators (KPIs) such as sales volume, distribution metrics, strike rate, productivity, and collection performance. Your insights will support demand planning and forecasting activities, enabling data-driven decision-making. Additionally, you will provide actionable market intelligence and recommendations to senior management to refine strategies and capitalize on emerging opportunities.

Key Performance Indicators (KPIs)

• Sales target achievement (percentage)
• Distribution and outlet coverage
• Numeric and weighted distribution
• Market share growth
• Team productivity and performance
• Merchandising compliance and execution
• Customer satisfaction and retention
• Collection and credit management performance

Qualifications & Competencies

Education & Experience

• Bachelor’s degree in Business Administration, Marketing, or a related field.
• Minimum of 3-5 years of experience in FMCG (Fast-Moving Consumer Goods) sales, with at least 1-2 years in a supervisory or leadership role.
• Proven knowledge of traditional trade channels and route-to-market operations.

Skills & Competencies

• Leadership & Team Management: Ability to inspire, guide, and develop a high-performing sales team.
• Sales & Negotiation: Strong negotiation skills to secure favorable trade agreements and promotions.
• Customer Relationship Management: Expertise in building and maintaining long-term retailer partnerships.
• Analytical & Problem-Solving: Proficiency in interpreting sales data, identifying trends, and implementing solutions.
• Planning & Organization: Exceptional ability to manage routes, territories, and resources efficiently.
• Results-Oriented Mindset: A relentless focus on achieving and exceeding sales targets.
• Market & Competitor Awareness: Keen understanding of market dynamics and competitive landscape.

Technical Proficiency

• Advanced proficiency in Microsoft Excel, Power BI, and other sales reporting tools.
• Familiarity with CRM systems and sales automation platforms is a plus.

If you are a strategic leader with a passion for driving sales growth and operational excellence in the traditional trade sector, we invite you to apply for this Traditional Trade Senior Supervisor position. Join our team and contribute to our mission of delivering exceptional value to customers and stakeholders alike.