Sales Manager - CSD

Role Summary

The Sales Manager – CSD will be responsible for driving the company’s business across the Canteen Stores Department (CSD) channel, including Area Depots and Unit Run Canteens (URCs) all across India. The role involves managing listings, ensuring compliant processes with CSD HQ, coordinating supply, building strong stakeholder relationships, and delivering volume, revenue, and visibility objectives across Defense canteen networks.

Key Responsibilities

• Sales & Target Achievement: Deliver monthly, quarterly, and annual primary (sales to depots) and secondary (sales to canteens) sales targets for the full brand portfolio.
• Operational & Supply Chain Coordination: Coordinate with the supply chain, marketing teams, and CSD/PMF depots to ensure consistent product availability, minimize stock-outs, and manage order fulfillment efficiently.
• Regulatory & Compliance Management: Navigate and manage complex government and excise-related processes, including label registrations, permits, EVCs (excise verification certificates), and C-Forms, ensuring timely approvals and compliance.
• Market Development & Intelligence: Conduct market assessments, track competitor activities, and use data analysis to identify growth opportunities, plan the marketing mix, and optimize market share.
• Promotions & Visibility: Plan and execute brand-led promotional activities and trade schemes within the canteens, ensuring strong product visibility at counters to drive sales.
• Financial Management: Oversee the sales budget and ensure timely payment collections from CSD and PMF channels, managing receivables and resolving reconciliation issues.
• Relationship Management: Build and maintain strong, strategic relationships with key stakeholders, including CSD officials, depot managers, Unit Run Canteen (URC) representatives, and third-party sales teams.
• Team Leadership: Recruit, train, and mentor third-party field sales teams, driving performance and accountability to achieve business objectives

Qualifications & Experience

• Graduate + MBA with 5-10 years of sales experience in FMCG/Alco Bev/Consumer Goods.
• Prior experience managing CSD/CPC/URC channels is strongly preferred.
• Strong understanding of CSD processes, pricing norms, and depot operations.

Key Skills

• Strong relationship and stakeholder management.
• Commercial acumen and understanding of defense channel dynamics.
• Excellent negotiation, communication, and coordination skills.
• Ability to work with cross-functional teams (Finance, SC, Trade Marketing).
• Data-driven approach with strong analytical and reporting skills.