Route Market Manager

Bisk Farm; Kolkata District; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Bisk Farm in India seeks a Route to Market Manager to drive profitable growth through an effective RTM strategy across urban and rural markets. You will expand coverage, improve sales-force productivity and strengthen distribution models to convert productivity gains into incremental revenue.

You'll own RTM strategy, drive urban and rural expansion, build scalable rural distribution with clear roles, enhance SFA adoption, and translate market data into actionable insights for better execution.

Qualifications

• Strong experience in FMCG Sales & Distribution.
• Good understanding of Route-to-Market (RTM) strategy.
• Experience in Urban & Rural market expansion.
• Strong Distributor / RDS / Super Stockist management experience.
• Understanding of Sales Force Productivity & Beat Planning.
• Strong data analysis and business analytics skills.
• Hands-on exposure to SFA / DMS and sales technology.
• Good understanding of outlet coverage, productive distribution and sales productivity metrics.
• Strong commercial and ROI orientation.

Responsibilities

• RTM Strategy & Distribution: Develop Urban & Rural RTM strategy; identify distribution gaps; define scalable models.
• Urban Coverage Expansion: Drive outlet, beat, salesman and distributor expansion; track revenue.
• Rural Expansion: Build rural distribution models; define roles; measure ROI.
• Sales Force Efficiency: Improve ECO, Bills Cut, LPC and Unique Lines through restructuring.
• SFA Adoption & Compliance: Drive SFA adoption, usage and compliance; identify gaps; work with Sales IT.
• ISR & Super Stockist Development: Build ISR models; optimise distribution; evaluate ROI.
• RDS / Distributor Engagement: Segment RDS by potential; engage to improve productivity.
• Analytics & Insights: Use data to identify gaps; build dashboards; translate insights into action.
• Cross-Functional Collaboration: Align RTM strategy with Sales deployment and supply availability.

Skills

FMCG Sales

RTM strategy

Urban & Rural expansion

Distributor / RDS management

Sales Force Productivity

Beat Planning

Data analytics

Sales technology

Outlet coverage

ROI orientation

Job description

Role: Route to Market Manager

Function: Sales / Route to Market

Role Purpose

Drive profitable growth through an effective RTM strategy across Urban and Rural markets by expanding coverage, improving sales-force productivity, strengthening distribution models and converting productivity gains into incremental revenue.

Key Responsibilities

RTM Strategy & Distribution

Develop Urban & Rural RTM strategy; identify distribution gaps, white spaces and under-covered markets; define scalable distribution models based on market potential, geography and cost-to-serve.

Urban Coverage Expansion

Drive outlet, beat, salesman and distributor expansion in high-potential towns / clusters; track incremental productive coverage and revenue.

Rural Expansion

Build scalable rural distribution models; define roles of Rural Distributors, Super Stockists, ISRs and Sales Officers; develop rural beats, assortment and pilots; measure revenue and ROI.

Sales Force Efficiency

Improve ECO, Bills Cut, LPC and Unique Lines through beat restructuring, manpower optimisation, billing conversion and assortment interventions; link productivity metrics to revenue.

SFA Adoption & Compliance

Drive SFA adoption, usage and compliance; identify execution gaps; use SFA data to improve coverage and productivity; partner with Sales IT on enhancements.

ISR & Super Stockist Development

Build scalable ISR models and productivity norms; optimise Super Stockist-led distribution and evaluate productivity, service levels and ROI.

RDS / Distributor Engagement

Segment RDS by potential and performance; develop targeted engagement programmes to improve partner productivity, loyalty and incremental revenue.

Analytics & Insights

Use DMS, SFA, Nielsen / market and internal Sales data to identify gaps, opportunities and productivity issues; build dashboards / scorecards and translate insights into action.

Cross-Functional Collaboration

Align RTM strategy with Sales deployment, supply availability, portfolio and commercial economics across relevant functions.

Required Candidate Skillset

• Strong experience in FMCG Sales & Distribution


• Good understanding of Route-to-Market (RTM) strategy


• Experience in Urban & Rural market expansion


• Strong Distributor / RDS / Super Stockist management experience


• Understanding of Sales Force Productivity & Beat Planning


• Strong data analysis and business analytics skills


• Hands-on exposure to SFA / DMS and sales technology


• Good understanding of outlet coverage, productive distribution and sales productivity metrics


• Strong commercial and ROI orientation