General Manager- Sales IT

Job Description

Role: Head Sales IT / Sales Systems & Analytics

Location: Kolkata

Reporting to: Head of Sales

Business Interface: Head of Sales / National Sales Head

Role Purpose

To lead the end-to-end Sales Technology ecosystem for a mid-size FMCG organization, ensuring robust, scalable, and analytics-driven sales systems that enable superior GTM execution, distributor management, secondary sales visibility, trade promotions governance, and real-time decision-making.

The role acts as the technology backbone for Sales, bridging Business Strategy with Digital Execution.

Key Responsibilities

1. Sales Technology Strategy & Roadmap

• Define and implement the Sales IT roadmap aligned with company growth plans.
• Drive digital transformation across GTM, RTM, distribution, and field sales operations.
• Lead system scalability for multi-state distribution networks.

2. Distribution Management System (DMS) Governance

• Own and optimize DMS platforms
• Ensure:
• 100% secondary sales capture
• Real-time distributor billing visibility
• Claim automation
• Scheme control mechanisms
• Monitor data hygiene and system discipline at distributor level.

3. Sales Force Automation (SFA) & Field Mobility

• Implement and manage SFA solutions for:
• Beat planning
• Outlet coverage
• Order booking
• Merchandising audits
• Retailer geo-tagging
• Drive adoption and compliance across the sales hierarchy.
• Improve productivity metrics (calls/day, order conversion, strike rate).

4. Trade Promotion & Scheme Automation

• Digitize trade schemes and approval workflows.
• Build systems for:
• ROI tracking on promotions
• Budget vs. actual monitoring
• Leakage control
• Scheme analytics

5. Sales Analytics & BI

• Build advanced dashboards using tools like:
• Microsoft Power BI
• Drive predictive analytics for demand planning.

7. Governance, Controls & Compliance

• Strengthen data integrity across geographies.
• Implement access controls and audit mechanisms.
• Build fraud detection alerts (fake billing, scheme misuse).

8. Stakeholder Management

• Act as a strategic partner to:
• Head of Sales
• Trade Marketing
• Supply Chain
• Finance
• Lead cross-functional digital initiatives.
• Manage vendor relationships and SLA governance.

Candidate Profile

Experience:

• 1218 years in Sales IT / Commercial IT / FMCG IT roles
• Experience in large FMCG / Consumer / Food organizations
• Hands-on experience in DMS, SFA, ERP integrations
• Managed multi-location distribution networks (1000+ distributors preferred)

Education:

• B.Tech / B.E. (IT / CS)
• MBA preferred

Competencies Required

• Strong understanding of FMCG sales operations
• Data-driven decision mindset
• Program management capability
• Strong stakeholder influence
• High business acumen
• Change management expertise