Sales Head

Mcorel Services; Bengaluru; On-site; INR 600,000 - 900,000; Full time

Job summary

Satchmo Foods seeks a Sales Head to own end-to-end revenue across General Trade, Modern Trade, HORECA, E-commerce, and Institutional/B2B. Lead the multi-channel strategy, build distribution networks, and drive profitability across Bengaluru and beyond.

You will shape channel mix, manage senior stakeholders, and lead a high-performance sales team to deliver sustainable growth in a fast-moving consumer goods environment.

Qualifications

• 10+ years of progressive sales leadership in FMCG/food & beverages.
• Experience across General Trade, Modern Trade, HORECA, and E-commerce channels.
• Strong commercial acumen in pricing, trade terms, and ROI decisions.
• Proven ability to build and scale multi-city sales teams and distributor networks.

Responsibilities

• Define and execute a unified multi-channel sales strategy across all channels.
• Build and manage a robust distributor, super-stockist, and C/F network.
• Own revenue, channel-wise P&L targets, and trade spend optimisation.
• Develop key accounts in Modern Trade, General Trade, HORECA, and E-commerce.

Skills

Multi-channel sales

Channel development

Key account management

Leadership & team-building

Job description

Sales Head will own Satchmo Foods' end-to-end revenue charter across all go-to-market channels General Trade, Modern Trade, HORECA (Hotels, Restaurants, Cafs, Catering, Institutional & Cloud Kitchens), E-commerce/Quick-commerce, and Institutional/B2B bulk supply. This is a multi-channel distribution leadership role, not a single-channel one: the mandate is to build the right go-to-market mix for each channel, not to over-index on any one of them.

The role will define channel strategy, build and lead distribution networks (distributors, C&F agents, super-stockists), acquire and manage key accounts, and build a high-performing sales organisation to deliver sustainable, profitable growth.

Multi-Channel Strategy & Market Expansion

• Design and execute a unified sales strategy spanning General Trade, Modern Trade, HORECA, E-commerce/Q-commerce, and Institutional/B2B channels.
• Decide the right channel mix and sequencing by geography and product line, rather than defaulting to any single channel.
• Identify and prioritise high-potential segments, including:

General Trade (kirana, wholesale, distributor-led retail)

Modern Trade (supermarkets, hypermarkets, chain stores)

HORECA hotels, restaurants, cafs, catering, corporate dining, cloud & institutional kitchens

E-commerce & quick-commerce platforms

Institutional and bulk/B2B supply (corporates, facility management, government/PSU canteens)

• Lead expansion beyond Bengaluru into other major urban and adjacent markets, building a phased city/region rollout plan.

Distribution Network Development

• Build, appoint, and manage a robust distributor, super-stockist, and C&F network across channels and geographies.
• Set distributor onboarding norms, territory mapping, credit terms, and performance benchmarks.
• Drive primary and secondary sales discipline; monitor distributor ROI, stock health, and fill rates.
• Build direct-to-retail and direct-to-key-account capabilities where they improve margin or control.

Revenue & P&L Ownership

• Own overall sales revenue and channel-wise P&L targets.
• Drive growth through new account acquisition, distribution expansion, key account development, and institutional contracts.
• Set and track channel-wise budgets, achieve volume/value targets, and optimise trade spend for profitable growth.

Key Account & Institutional Relationships

• Build strategic relationships across:

Modern trade chains and regional retail groups

Hotel groups, restaurant chains, and catering companies

Facility management and corporate food service providers

E-commerce/Q-commerce category and account teams

• Manage senior stakeholder relationships Category Managers, Executive Chefs, F&B Directors, Procurement Heads, and Corporate Buyers.

Sales Team Leadership

• Build, structure, and lead a multi-channel sales organisation (channel heads, area/territory sales managers, key account managers).
• Define territory plans, org structure, incentive frameworks, and individual/team sales targets.
• Monitor sales productivity, account coverage, and channel-wise performance; coach and develop the team.

Pricing & Commercial Strategy

• Design channel-wise pricing structures, trade terms, institutional contracts, and margin frameworks.
• Evaluate account and channel profitability; optimise trade spend and discounting.

Market Intelligence & New Opportunities

• Track market trends, competitor activity, pricing, and evolving customer/consumer preferences across channels.
• Provide channel and market insights to guide new product development and identify new distribution/channel opportunities.

Candidate Requirements

• 10+ years of progressive sales leadership experience in the food, beverage, or FMCG industry, with proven exposure across multiple channels (not HORECA alone).
• Demonstrated track record of building distributor networks and scaling revenue across General Trade, Modern Trade, HORECA, and/or E-commerce.
• Strong commercial acumen pricing, trade terms, P&L management, and ROI-driven decision-making.
• Proven people leadership experience building and managing multi-channel or multi-city sales teams.
• Strong senior stakeholder management and negotiation skills.
• Willingness to travel extensively across current and new markets.

NOTE:

This job description provides an overview of the roles scope and primary accountabilities. It is not intended to be exhaustive and may not encompass all responsibilities, skills, or working conditions associated with the position. The organization reserves the right to modify role expectations in response to evolving business

Notice period - 30 Days Max