Deputy General Manager of Sales

The Deputy General Manager (DGM) – Ice Cream Division will be responsible for leading the end-to-end business operations of the ice cream division, ensuring profitability, operational efficiency, product quality, and market growth. This role demands strong leadership, strategic planning, and a deep understanding of the FMCG/dairy/ice-cream industry.

Key Responsibilities

1. Sales Growth & Revenue Achievement

• Drive achievement of monthly, quarterly, and annual sales targets across all regions, channels (GT, MT, HoReCa, and institutional), and SKUs.
• Ensure consistent growth in market share, volume, and profitability in line with business goals.
• Develop regional sales plans and implement effective trade strategies to maximize product reach and sales conversion.

2. Channel Development & Expansion

• Identify and onboard new distributors, dealers, and channel partners in untapped territories.
• Strengthen existing distributor network through periodic reviews, incentives, and performance evaluations.
• Ensure adequate product availability, visibility, and freshness across all channels.

3. Trade Marketing & Promotions

• Plan and execute seasonal trade schemes, visibility drives, and promotional campaigns in coordination with the marketing team.
• Monitor ROI on trade spends and ensure alignment with sales targets.
• Oversee in-market activation and ensure brand consistency at retail and point-of-sale outlets.

4. Team Leadership & Development

• Lead, guide, and motivate the sales team (Area Sales Managers, Territory Executives, and Sales Officers) to achieve targets.
• Set clear KPIs, conduct regular performance reviews, and provide coaching for skill and career development.
• Drive a performance-oriented culture with focus on accountability and growth mindset.

5. Market Intelligence & Competitor Tracking

• Continuously monitor competitor activity, pricing, schemes, and new product launches.
• Generate actionable market insights and recommend tactical and strategic responses.
• Identify emerging consumer trends and suggest new product ideas or pack formats to R&D and marketing.

6. Demand Forecasting & Inventory Management

• Collaborate with supply chain and production teams for accurate sales forecasting to maintain optimal inventory levels.
• Minimize wastage due to expiry or spoilage by aligning production schedules with sales projections.
• Monitor cold chain logistics to ensure product quality and shelf life are maintained.

7. Key Account & Institutional Sales

• Develop and grow relationships with key accounts, modern trade chains, QSRs, and institutional buyers.
• Negotiate and manage annual rate contracts, joint business plans, and merchandising agreements.
• Ensure on-time delivery and service excellence for key clients.

8. Financial Discipline & Budget Management

• Prepare and manage regional sales budgets including trade spends, manpower, and logistics.
• Control discounts, schemes, and claims within approved limits.
• Track and ensure timely collections to maintain a healthy credit cycle.

9. Reporting & Analytics

• Present weekly and monthly MIS reports covering sales performance, primary vs. secondary sales, and channel productivity.
• Use analytics to improve sales forecasting, resource allocation, and market penetration.

10. Compliance & Process Adherence

• Ensure adherence to company policies, hygiene standards, and FSSAI norms during product storage and distribution.
• Maintain compliance in pricing, invoicing, and territory management practices.

Qualifications & Experience

• Bachelor’s/Master’s degree in Food Technology, Dairy Science, Business Administration, or equivalent.
• Minimum 10–15 years of experience in the FMCG/Dairy/Ice Cream sector, with at least 5 years in a leadership role .
• Proven track record of driving operational excellence and business growth.
• Strong analytical, commercial, and leadership skills.

Key Competencies

• Strategic Planning & Execution
• Business Acumen & P&L Management
• Cross-functional Team Leadership
• Quality & Compliance Management
• Innovation & Product Development
• Stakeholder and Vendor Management