Route to Market Manager

SAJ Food Products (P) Ltd - Bisk Farm; Kolkata District; On-site; INR 900,000 - 1,300,000; Full time

Job summary

SAJ Food Products (P) Ltd - Bisk Farm is seeking a seasoned FMCG RTM strategist to shape urban and rural distribution, identify gaps, and drive outlet and distributor expansion. You will leverage SFA/DMS tools and market data to enhance productivity and revenue across key towns and clusters.

Leading cross-functional teams, you will define scalable models, optimize ROI, and deliver actionable insights for sustained growth in both urban and rural markets.

Qualifications

• Strong experience in FMCG Sales & Distribution.
• Good understanding of Route-to-Market (RTM) strategy.
• Experience in Urban & Rural market expansion.
• 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.
• Ability to work with Sales, Supply Chain, Finance, Marketing and IT teams.
• Strong problem-solving and execution skills.
• Ability to convert data/insights into practical business actions.

Responsibilities

• 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.
• Drive outlet, beat, salesman and distributor expansion in high-potential towns / clusters; track incremental productive coverage and revenue.
• 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.
• Improve ECO, Bills Cut, LPC and Unique Lines through beat restructuring, manpower optimisation, billing conversion and assortment interventions; link productivity metrics to revenue.
• Drive SFA adoption, usage and compliance; identify execution gaps; use SFA data to improve coverage and productivity; partner with Sales IT on enhancements.
• Segment RDS by potential and performance; develop targeted engagement programmes to improve partner productivity, loyalty and incremental revenue.
• Use DMS, SFA, Nielsen / market and internal Sales data to identify gaps, opportunities and productivity issues; build dashboards / scorecards and translate insights into action.
• Align RTM strategy with Sales deployment, supply availability, portfolio and commercial economics across relevant functions.

Skills

FMCG Sales

Distribution

RTM strategy

Urban & Rural expansion

Sales force productivity

Data analysis

SFA / DMS

Outlet coverage

ROI orientation

Cross-functional collaboration

Problem solving

Job description

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.

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.

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

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.

Requirement:

• Strong experience in FMCG Sales & Distribution
• Good understanding of Route-to-Market (RTM) strategy
• Experience in Urban & Rural market expansion
• 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
• Ability to work with Sales, Supply Chain, Finance, Marketing and IT teams
• Strong problem-solving and execution skills
• Ability to convert data/insights into practical business actions