• Managing Pan India Modern Trade & E-commerce accounts (e.g., DMart, Reliance, Walmart, Big Basket, Amazon), maintaining strong category manager relationships.
• Driving product listings, new launches, Terms of Trade (TOT), and Joint Business Plans (JBP) across Modern Trade and online platforms.
• Overseeing demand planning, forecasting, and supply coordination to ensure high fill rates and stock availability.
• Handling distributor network and inventory management Pan India, while coordinating with plants for production planning.
• Leading a national sales team (RSMs, ASMs, SOs, Promoters/Merchandisers) to achieve sales targets and aligning efforts with Traditional Trade teams.
• Executing promotions, schemes, and in-store activations; collaborating with account and marketing teams for category growth and new product launches.
• Implementing merchandising strategies by channel and category to maximize shelf visibility and presence.
• Managing primary and secondary sales while handling sales planning, reporting, and MIS documentation on a daily, monthly, and annual basis.
• Analyzing sales trends and market insights to identify growth opportunities and optimize account-level performance.
• Negotiating annual contracts and trade terms with key accounts to drive profitability and ensure long-term partnerships.
• Driving ROI-focused marketing initiatives in collaboration with trade marketing teams to boost visibility and category share.
• Implementing tech-enabled solutions (e.g., sales dashboards, route planning tools) to improve operational efficiency and reporting accuracy.

• Oversaw nationwide sales operations across Modern Trade, General Trade, and E-commerce channels (e.g., Reliance, D-Mart, Big Basket, Flipkart, Blinkit).
• Fostered strategic partnerships with retail and e-commerce stakeholders; led execution of TOTs, JBPs, listings, and large-scale product rollouts.
• Directed a national distribution network and guided a multi-level sales force (ASMs, Officers, Executives) to scale revenue and optimize market coverage.
• Delivered consistent sales performance by meeting/exceeding targets and ensuring accurate order fulfillment, fill rates, and timely dispatches.
• Enhanced brand presence through planogram execution, promotional compliance, retail audits, and expiry control.
• Devised and implemented go-to-market strategies aligned with business goals, seasonal promotions, and channel-specific KPIs.
• Tracked sales performance through analytical dashboards and MIS, supporting data-driven forecasting and planning.
• Secured favorable trade terms and annual contracts, boosting profitability and in-store visibility across key accounts.
• Analyzed competitor movements and market dynamics to inform pricing, promotional, and merchandising strategies.
• Coached and developed field teams on category management, key account handling, and customer engagement to boost productivity and efficiency.

• Managed Pan-India sales across Modern Trade, General Trade, Online, and HORECA channels, handling major accounts like Reliance, Walmart, Big Basket, CCD, and Taj Group.
• Negotiated Terms of Trade (TOT), executed product listings, category launches, and Joint Business Plans (JBP) with national retail chains and e-commerce platforms.
• Directed a nationwide network of Super Stockists, Distributors, and Direct Dealers, driving business expansion and revenue growth.
• Led and mentored a cross-functional team comprising Area Sales Managers, Sales Officers, Executives, Merchandisers, Promoters and ensuring target achievement.
• Planned and executed trade marketing activities, including promotions, sampling, visibility drives, and in-store activations to enhance brand presence and category performance.
• Collaborated with internal stakeholders to align channel strategies, optimize product availability, and increase off-take across all retail formats.
• Oversaw inventory planning and logistics coordination by maintaining national stock reports and synchronizing with the production unit for demand fulfillment.
• Delivered structured sales planning, forecasting, and performance reporting (MIS) on daily, monthly, and annual bases for informed decision-making and strategy refinement.
• Drove double-digit sales growth by implementing channel-specific strategies across Modern Trade, E-commerce, and HORECA networks.
• Forged strategic partnerships with national retail chains and institutional clients, unlocking new revenue streams and enhancing brand reach.

• Led sales across General Trade, Modern Trade, E-commerce, and Unorganized Retail in North India, managing key accounts like Big Bazaar, Reliance, Spencer’s, and Food Hall.
• Managed distributor and wholesale networks to drive regional growth, improve last-mile delivery, and strengthen retail presence.
• Directed and mentored a team of Sales Executives, Area Sales Managers, and Promoters to achieve sales targets, execute BTL activities, and enhance product visibility.
• Developed and executed strategies for online retail channels, including pricing, margin optimization, trade schemes, and credit terms.
• Tracked primary and secondary sales, managed retail development, and optimized territory performance through data-driven insights.
• Drove brand activation initiatives, coordinated with vendors for marketing collateral and in-store branding, and aligned inventory with production planning.
• Generated sales analytics, prepared incentive plans, and maintained comprehensive MIS reports across daily, monthly, and annual cycles.
• Negotiated listings, trade terms, and partnerships with national retail chains and modern trade accounts; expanded footprint by onboarding A & B class standalone outlets in Delhi NCR.

• Led Modern & General Trade sales across North India, managing key accounts like Big Bazaar, Reliance Fresh, More, SPAR, and top retail/hospitality outlets in Delhi NCR, Rajasthan, Punjab & Haryana.
• Cultivated strategic alliances with category heads and key influencers in organized retail, hospitality, and healthcare sectors.
• Directed a cross-functional sales team, driving revenue growth, market penetration, and performance optimization.
• Managed inventory flow, enforced quality standards, ensured planogram compliance, and monitored product shelf life.
• Executed on-ground marketing initiatives and brand activations (BTL) to boost market visibility and consumer engagement.
• Streamlined receivables by enforcing credit controls and ensuring timely account settlements from all business partners.
• Oversaw end-to-end sales analytics, forecast planning, and performance reporting through structured MIS frameworks.
• Achieved consistent growth in volume and value sales through effective territory planning and client relationship management.

ACHIEVEMENTS:

• Star Performer Award (2018-19) – Recognized for consistently exceeding key business goals and delivering outstanding performance.
• Cornitos Best Performer – MT (2017) – Awarded for exceptional contributions to sales growth and trade execution, driving significant business impact.
• Appreciation Award (COVID-19) – Commended for ensuring business continuity during the pandemic through dedicated support, demonstrating resilience and leadership.