National Sales Operational Manager

Overview

Lead Sales Operations, Distributor Development, and Go-to-Market (GTM) strategy to accelerate market penetration, expand distribution, and scale market share. The role is responsible for building strong and scalable distributor capabilities, optimizing territory and salesforce structures, expanding store coverage, and ensuring high-quality execution across the market especially for Modern Trade Independent.

Act as a strategic business partner to distributors, translating company growth objectives into scalable commercial models, effective field execution, robust forecasting, and sustainable distributor performance. Work closely with Supply Chain, Finance, Business Planning, Trade Marketing and commercial teams to ensure demand, supply, inventory, and market expansion plans are fully aligned.

Responsibilities

Go To Market :

• Develop and execute Go-to-Market (GTM) strategies to accelerate market penetration and increase market share.
• Identify market white spaces, priority territories, customer segments, and store opportunities to unlock incremental growth especially in Modern Trade Independent
• Design scalable coverage and expansion models that enable faster penetration while maintaining salesforce productivity and cost efficiency.
• Translate market potential into actionable territory, distributor, and store expansion plans.
• Continuously evaluate GTM effectiveness and optimize channel, territory, coverage, and execution models based on market performance.
• Drive sustainable market share growth through stronger distribution, outlet penetration, availability, and execution.
• Ensure store execution level for modern trade independent across Indonesia

Sales Operations & Distributor Management

• Lead Sales Operations with distributors to ensure commercial strategies are translated into effective field execution.
• Manage distributor performance, productivity, organizational capability, and operational effectiveness.
• Establish distributor KPIs covering sales, distribution, coverage, productivity, inventory, service level, and execution.
• Conduct regular distributor business reviews and drive corrective action plans to close performance gaps.
• Build long-term distributor partnerships focused on sustainable business growth and continuous capability improvement.

Salesman KPI, Training & Capability

• Define clear salesman KPIs and productivity standards aligned with commercial objectives.
• Develop and conduct salesman and supervisor training covering selling skills, product knowledge, execution standards, territory management, and KPI achievement.
• Establish regular coaching, field observation, and performance review routines.
• Identify capability gaps and implement targeted development plans.
• Improve salesforce productivity through effective deployment, coaching, training, and performance management.

Sales Forecasting & Supply Chain Alignment

• Partner closely with Supply Chain to develop robust, realistic, and market-driven sales forecasts.
• Align distributor forecasts with sales targets, GTM expansion, promotional activities, NPD, distribution plans, and market opportunities.
• Establish structured forecasting and demand-review routines to continuously improve forecast accuracy.
• Ensure inventory levels support market expansion while minimizing stock-outs, excess inventory, dead stock, and working-capital risks.
• Create strong Sales–Supply Chain alignment between market demand, sales execution, inventory, and replenishment.

Continuous Improvement & Commercial Excellence

• Identify opportunities to improve distributor processes, sales operations, and field execution.
• Develop scalable tools, routines, and operating models that can be replicated across territories and distributors.
• Lead cross-functional initiatives to remove operational barriers to growth.
• Standardize successful practices and embed them into distributor ways of working.

Qualifications

• 6+ years of experience in FMCG, Sales Operations, Distributor Management, Route-to-Market, Go-to-Market, or Field Sales.
• Proven experience in distributor capability development and performance management.
• Strong experience in GTM strategy, territory management, market penetration, and distribution expansion.
• Proven ability to develop scalable store and salesforce expansion models especially in Modern Trade Independent
• Strong experience managing salesforce KPIs, productivity, training, and capability development.
• Experience working closely with Supply Chain on forecasting, inventory planning, and demand-supply alignment.
• Strong understanding of distributor-led FMCG business models and field execution.