National Sales Manager (FMCG – Food Ingredients & Consumer Products)

Role Overview:

We are looking for an experienced and result-oriented sales professional to lead our national sales function. This role requires someone who can take ownership of business growth across regions, build strong distributor partnerships, and develop high-performing regional teams. The position will play a key role in expanding the company’s footprint across Pakistan and strengthening its presence in both traditional and emerging channels.

The ideal candidate should be comfortable working in a fast-paced and growth-focused environment, with a strong understanding of the food, dairy, bakery, or FMCG sector.

Reporting:

The role will report directly to the CEO / Managing Director and will work closely with cross-functional teams including supply chain, finance, marketing, and operations.

Direct reports will include Regional Sales Managers responsible for key territories.

Key Responsibilities:

Sales Planning and Execution

Develop and implement annual and quarterly sales plans in line with company growth targets. Translate these plans into clear and achievable targets for each region and ensure alignment across the sales organization.

Drive execution on the ground and maintain strong focus on both volume and profitability.

Regional Leadership and Performance

Lead and support Regional Sales Managers to deliver business results. Set clear expectations and create accountability for regional performance, distributor development, and market coverage.

Conduct regular business reviews, provide coaching, and ensure timely corrective actions where required.

Distribution and Market Expansion

Strengthen the existing distributor network and identify opportunities to expand into new markets, especially in tier 2 and tier 3 cities.

Ensure distributors are commercially viable and aligned with company goals. Improve route-to-market efficiency and retail visibility.

Customer and Channel Development

Drive growth across all key channels including traditional trade, modern retail, food service, and institutional customers.

Build long-term relationships with key customers and identify opportunities to grow share of business. Support development of new channels and strategic partnerships.

Team Development and Culture

Build a strong, performance-driven culture within the sales organization. Support hiring, training, and development of talent.

Focus on improving productivity, engagement, and retention of high-performing sales teams.

Profitability and Trade Investments

Ensure growth is delivered in a sustainable and profitable manner. Monitor pricing, discounts, and trade investments.

Work closely with finance to improve margins, manage trade spend, and strengthen credit discipline.

Market Intelligence and Insights

Stay close to the market. Track competitor activities, pricing, and customer trends. Use insights to shape strategy and drive proactive decision-making.

Sales Processes and Systems

Support adoption of digital tools, reporting systems, and ERP-driven processes. Improve forecasting, reporting quality, and overall sales discipline.

Promote data-based decision-making across the sales team.

Cross-functional Coordination

Work closely with supply chain and production to ensure product availability and improve demand planning. Align with marketing on campaigns, product launches, and customer initiatives.

What We Are Looking For

10 to 15 years of experience in FMCG, food, dairy, confectionery, or bakery-related industries

Strong background in distribution and regional sales leadership

Experience in managing large sales teams and multiple regions

Good understanding of traditional trade and modern retail

Exposure to institutional or export markets will be an added advantage

Strong commercial mindset with the ability to balance growth and profitability

Hands-on, practical, and execution-focused approach

Comfortable working with data, reporting, and digital systems

Why This Role is Important

This position offers an opportunity to play a key role in shaping the future growth of a fast-growing and ambitious organization. The National Sales Manager will have the platform to build a strong sales structure, develop future leaders, and drive business expansion at a national level.

Application Question(s):

• What was your last salary and expectations?

Experience:

• FMCG Industry: 10 years (Preferred)

Work Location: In person