Sales Operations Lead

Sales Target & Planning

• Develop and implement distribution or territory-wise sales plans to achieve monthly, quarterly, and annual (AOP) revenue targets.
• Maintain a structured daily sales rhythm including target tracking, DB level performance reviews, and timely escalation of shortfalls.
• Conduct regular sales forecasting incorporating market trends, seasonal demand, and promotional activity.

P&L Management & ROI Achievement

• Hold full accountability for the distribution P&L including revenue, distribution costs, OPEX, and net margin value (NMV).
• Monitor and control operational expenditure, including manpower, vehicle, rent, and storage costs, ensuring alignment with approved budgets.
• Track and evaluate ROI on distribution points, trade activations, and promotional investments; report findings to the Business Head on a regular basis.
• Identify and address margin and operational leakages proactively; provide data-driven recommendations to improve overall profitability.

Stock Management

• Ensure optimal stock availability across all distribution points to prevent stockouts on core SKUs as well as overstock issues to prevent excess working capital deployment.
• Enforce FIFO discipline and conduct regular physical stock audits to ensure system records match actual inventory.
• Monitor slow-moving inventory and initiate timely corrective actions such as redistribution or promotional push.
• Maintain company policy for lost and damaged goods; all occurrences to be documented, investigated, and reported with zero tolerance for unaccounted losses.

Payment Collection & Deposit Compliance

• Enforce credit limits and payment terms in line with company policy; exceptions to be approved by the Business Head.
• Monitor daily collection tracker at the DB level; ensure all outstanding amounts are addressed within defined timelines.
• Ensure all collections are deposited as per the agreed SLA; no deferral of deposits is permitted without formal approval.
• Reconcile daily collections against invoices in coordination with the finance team; discrepancies to be resolved on the same day.
• Monitor accounts receivable aging weekly and take appropriate commercial or escalation action on overdue accounts.

Distribution Point Hygiene, Security & SOP Compliance

• Ensure all distribution points operate in strict accordance with company SOPs covering storage conditions, access control, and safety standards.
• Conduct monthly DB audits across hygiene, product handling, equipment condition, and security protocols.
• Ensure all DBs adhere to applicable regulatory and safety requirements including fire license, trade license, and any other licenses as per business requirements.

Field Force Management & People Development

• Lead, monitor, and develop a multi-tier field team including Territory Officers and Distribution House Supervisors.
• Set clear KPIs for all team members and conduct structured weekly performance reviews and daily ops meetings.
• Plan and execute a monthly training calendar covering sales skills, SOP compliance, stock handling, and payment collection procedures.
• Manage team onboarding, performance improvement, and succession planning in coordination with HR.
• Conduct regular market visits and field coaching sessions to maintain execution standards across all territories.

Relationship Management & New Business Development

• Build and maintain strong long-term relationships with all anchors and stakeholder companies.
• Identify new market opportunities and develop business cases for expansion into underpenetrated areas.
• Lead the onboarding of new distribution points and anchor partners, with clear activation plans and ROI projections.
• Monitor competitor activity across pricing, promotions, and distribution; share market intelligence with the leadership team.
• Collaborate with cross-functional teams including sales, finance, and product to support strategic initiatives and business planning.