Job Profile for Country Sales Head in FMCG Industry 

The Country Sales Head in the FMCG (Fast-Moving Consumer Goods) industry is a senior

leadership role responsible for overseeing and driving the sales strategy, execution, and overall

performance of the company's sales operations in a specific country or region. This role

requires strong leadership skills, a deep understanding of consumer behaviour, market trends,

and the ability to manage teams across various sales functions, including key accounts,

channel management, and retail sales. 

Key Responsibilities

Sales Strategy & Execution 

o Develop and implement the country sales strategy in alignment with the

company's global or regional goals. 

o Set annual sales targets, KPIs, and budgets for the sales teams. 

o Lead market penetration and growth initiatives, ensuring the brand's

competitiveness in the market. 

o Analyse sales performance, market trends, and competitor activities to refine

strategies. 

     Market & Customer Insights 

o Understand consumer behaviour, market dynamics, and competitor strategies

to identify opportunities for growth. 

o Conduct market research to uncover trends, identify new channels, and explore

untapped consumer segments. 

o Use insights to adapt sales strategies, product offerings, and promotional

activities. 

       Team Leadership & Management 

o Lead, mentor, and motivate the national sales team to achieve sales objectives. 

o Establish clear performance expectations and conduct regular performance

reviews. 

o Drive training and development programs for the sales team to enhance skills,

product knowledge, and sales effectiveness. 

o Build a high-performance culture and encourage collaboration across crossfunctional

teams

(marketing,

supply

chain,

finance).

        Sales Channel & Distribution Management 

o Oversee the development and management of sales channels (e.g., modern

trade, general trade, e-commerce). 

o Ensure efficient distribution networks and supply chain operations to maintain

product availability and minimize stock-outs. 

o Work with the supply chain team to forecast demand and optimize inventory

levels. 

      P&L Ownership & Budget Management 

o Ensure the achievement of sales targets while adhering to the sales budget. 

o Oversee the budgeting process and monitor expenses to achieve profitability. 

o Provide regular reporting and financial updates to senior management.

Key Skills & Qualifications: -

 Educational Background: Typically, a Bachelor's or master’s degree in business

administration, Marketing, Sales, or a related field. 

Industry Experience: 

• Minimum of 8-10 years of experience in sales roles, with at least 5 years in leadership

positions within the FMCG sector. 

• Proven track record of successfully managing large teams and achieving sales targets. 

• Strong experience in channel management, key account management, and retail

operations. 

• Ability to think strategically, identify market opportunities, and design actionable plans. 

• Strong analytical skills to interpret data, track performance metrics, and adjust

strategies accordingly. 

• Deep understanding of the local market, cultural nuances, and consumer behaviour in

the specific country. 

• Strong understanding of P&L management, budgeting, and financial forecasting. 

• Knowledge of digital marketing and e-commerce sales strategies is a plus, as more

FMCG companies are focusing on digital channels.