Senior Manager Sales Excellence

METRO opened its first cash & carry wholesale center in Pakistan in 2007 & expanded to 5 wholesale centers in a short span of 18 months. In July 2012 METRO and Makro-Habib combined their wholesale business in Pakistan marking the beginning of a long-term partnership to the mutual benefit of both companies. The merger allowed METRO and Makro-Habib to combine resources and gain the financial strength to lead and grow in a challenging environment and to gain synergies targeted to generate value for our customers and suppliers alike. Today the company is operating 10 wholesale centers in Lahore, Karachi, Multan, Islamabad & Faisalabad.

METRO Pakistan (Pvt) Limited is part of METRO GROUP’s sales division METRO Cash & Carry, the international leader in self-service wholesale. The company operates more than 750 stores in 25 countries in Europe, Asia and Africa and has a workforce of over 107,000 employees. Sales in 2016/17 were approximately 37 billion Euro.

The Senior Manager – Sales Excellence is responsible for driving sales performance, enhancing operational efficiency, and implementing best-in-class sales practices across the channels. This role focuses on optimizing sales processes, building actionable insights from market and sales data, and ensuring alignment with the company’s strategic objectives to maximize revenue growth, market share, and customer satisfaction. The position acts as a bridge between the sales teams, operations, and leadership to ensure a consistent, high-performing sales culture.

Key Tasks & KPI's

Sales Strategy & Execution

• Develop and implement Sales Excellence initiatives for Trade channels.
• Support leadership in defining sales strategies aligned with business objectives.
• Monitor and analyze channel performance, customer segmentation, and key account activities to identify growth opportunities and address gaps.
• Ensure that all sales initiatives are aligned with the ideal customer journey and METRO Way of selling.

Customer & Prospect Management

• Segment Trade customers by CTG and store, prioritizing high-potential regions.
• Apply lifecycle and frequency-based segmentation: Prospect, New, Growing, Mature, Declining, Churning.
• Identify, segment, and manage key accounts (distributors, modern trade chains, high-volume wholesale customers) with structured multi-touchpoint coverage.
• Map customer and prospect locations against delivery zones to optimize coverage, profitability, and logistics efficiency.

Process Improvement & Best Practices

• Standardize and optimize Trade sales processes, tools, and methodologies across all channels.
• Introduce innovative practices to improve efficiency, forecasting, and execution.
• Ensure compliance with company policies and operational standards across all Trade sales activities.
• Promote the METRO Way as a common approach to steering sales and making initiatives happen effectively.

Data Analysis, Insights & Competitive Intelligence

• Analyze sales data, market trends, and competitor activities to inform strategic decisions.
• Develop dashboards, reports, and KPIs to track performance and support decision-making.
• Provide actionable insights on competitors’ strengths, weaknesses, coverage, and logistics for Trade channel optimization.
• Recommend corrective actions to improve sales productivity, channel performance, and customer engagement.

Trade Marketing & Revenue Growth

• Collaborate with key accounts and channel partners to maximize Trade revenue.
• Support the development and execution of Trade initiatives to drive growth.
• Ensure superior customer engagement and relationship management practices across Trade channels.

Team Leadership & Capability Building

• Lead, mentor, and develop the Sales Excellence team to achieve high performance in Trade channels.
• Facilitate training programs to enhance skills in sales processes, analytics, customer engagement, and key account management.
• Promote a culture of continuous improvement, accountability, and results orientation.

Reporting & Stakeholder Management

• Report on sales performance, initiatives, and results to senior management.
• Partner with cross-functional teams including marketing, finance, and operations to ensure seamless execution of Trade initiatives.
• Act as a trusted advisor to leadership on Trade sales optimization and strategic opportunities.

Bachelor’s degree in business administration, Marketing, Sales, Supply Chain, or a related field is required. MBA or equivalent postgraduate qualification in Sales, Marketing, Retail, or Supply Chain Management is highly preferred.

Experience:

Minimum 6+ years of experience in Trade, Cash & Carry, or modern trade sales, preferably in FMCG or retail distribution. Proven track record in sales excellence, process optimization, and key account management.

Functional Skills:

• Advanced knowledge of Trade and Cash & Carry sales processes and best practices.
• Expertise in customer segmentation, key account management, and operations.
• Strong analytical skills for data-driven decision-making, KPI tracking, and competitive intelligence.
• Proficiency in CRM, sales reporting, and business analytics tools.
• Ability to develop and implement sales strategies, standard operating procedures, and governance frameworks.

Competencies:

• Strategic thinking and problem-solving skills.
• Leadership and people development capability.
• Excellent stakeholder management and communication skills.
• Results-oriented mindset with a focus on continuous improvement.
• Customer-centric approach with strong negotiation and influencing skills.
• Ability to work cross-functionally and drive collaboration across teams.