Cluster Business Development Manager

Varun Beverages · Kolkata

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JOB DESCRIPTION

Business Development Manager – Modern Trade & Food Services

1. PURPOSE OF THE JOB

Job Context

The Business Development Manager is responsible for managing and developing key accounts across Modern Trade, Food Services, Cash & Carry, and E-commerce channels. The role focuses on driving sales volume, revenue growth, and market share by developing strategic business plans, strengthening customer relationships, expanding distribution and outlet reach, and ensuring effective execution of sales and marketing initiatives.

The role involves close collaboration with Area Business Development Managers, regional and unit sales teams, marketing, logistics, and other internal stakeholders to identify growth opportunities, improve account performance, and ensure alignment with overall business objectives.

Key Objectives

• Drive sales volume, revenue growth, and market share across assigned accounts and channels.
• Develop existing accounts and identify new business opportunities to expand market reach.
• Strengthen relationships with key customers and ensure effective execution of agreed business plans.
• Improve product availability, outlet penetration, merchandising, and brand visibility.
• Lead and develop the team to deliver business targets and operational excellence.

2. JOB DETAILS

3. KEY ACCOUNTABILITIES

A. Business Development and Sales Growth

• Develop and execute account-wise and territory-wise business plans to achieve sales volume, revenue, distribution, and market share targets.
• Work closely with Area Business Development Managers and regional and unit sales teams to identify growth opportunities and strengthen account performance.
• Drive expansion across Modern Trade, Food Services, Cash & Carry, and E-commerce channels by increasing outlet coverage and improving product availability.
• Align internal stakeholders on pricing, equipment deployment, manpower requirements, promotions, and key account priorities.
• Monitor sales performance against targets and implement corrective actions to address gaps and improve business outcomes.

B. Key Account Management

• Develop and maintain strong business relationships with key accounts and their management teams.
• Establish regular engagement with customers to understand their business requirements, expectations, and growth priorities.
• Develop account-specific business plans in alignment with customer objectives and the company's sales and marketing strategy.
• Ensure effective coordination with relevant Pepsi stakeholders to maintain agreed service levels, product availability, and desired fill rates.
• Review account performance periodically, identify areas for improvement, and implement initiatives to enhance customer satisfaction and business profitability.
• Resolve account-related issues by coordinating with relevant internal teams and ensuring timely closure.

C. Account Development and New Business Opportunities

• Identify potential new accounts and evaluate opportunities to expand business within existing accounts.
• Lead commercial negotiations in accordance with company policies, approved budgets, and pricing guidelines.
• Develop strategies to increase product assortment, outlet coverage, sales productivity, and business contribution from assigned accounts.
• Monitor account performance, commercial compliance, and execution against agreed business plans.
• Work with the Marketing team to develop account-specific initiatives covering product range, pricing, promotions, merchandising, and equipment requirements.
• Analyse consumer preferences, market trends, and competitor activities across Modern Trade and other relevant channels to identify opportunities for business growth.

D. In-Store Execution and Brand Presence

• Develop and implement in-store execution standards in coordination with sales teams and account managers.
• Ensure adherence to brand and package visibility guidelines across assigned accounts.
• Drive effective merchandising, product assortment, promotional displays, and placement of company products at retail outlets.
• Coordinate with relevant stakeholders to ensure appropriate equipment deployment and utilisation.
• Monitor execution standards through regular market visits, performance reviews, and feedback from frontline teams.
• Identify gaps in execution and take corrective action to improve product visibility, availability, and consumer engagement.

E. People Development and Performance Management

• Lead, guide, and develop the team to achieve business objectives and improve sales execution.
• Monitor the training and development of frontline sales personnel and marketing executives to enhance their capabilities and productivity.
• Establish clear performance expectations and ensure alignment of individual objectives with overall business priorities.
• Review progress against business plans during weekly commitment meetings and monthly planning meetings.
• Provide regular feedback, coaching, and guidance to team members to improve performance and build functional capabilities.
• Promote accountability, collaboration, and a performance-oriented culture within the team.

F. New Initiatives and Business Improvement

• Leverage market knowledge, customer insights, and sales data to identify innovative opportunities for business expansion.
• Develop and implement initiatives to improve market share, outlet penetration, customer engagement, and sales productivity.
• Track emerging consumer trends, channel developments, and competitor strategies to strengthen the company's market position.
• Collaborate with internal stakeholders to introduce new account development initiatives, promotional programmes, and improved execution practices.
• Evaluate the effectiveness of implemented initiatives and recommend improvements to ensure sustainable business growth.

4. KEY INTERFACES

5. EDUCATION AND EXPERIENCE

Educational Qualification

• Full-time MBA from a reputed management institute.

Experience

• 7–10 years of relevant experience in business development, sales, and key account management.

Desirable Experience and Knowledge

• Experience in the FMCG or beverage industry is preferred.
• Experience managing Modern Trade, Food Services, HORECA, Cash & Carry, or E-commerce accounts.
• Strong understanding of channel expansion, customer management, commercial negotiations, and sales planning.
• Ability to analyse market data, identify business opportunities, and translate insights into actionable plans.
• Advanced proficiency in MS Excel and MS PowerPoint.
• Strong communication, presentation, negotiation, and stakeholder management skills.

6. SKILLS AND COMPETENCIES

Proficiency Level Definitions

• General Awareness: Basic understanding of relevant concepts and practices.
• Working Knowledge: Ability to apply relevant concepts and practices effectively in day-to-day work.
• Functional Expert: Strong functional knowledge and the ability to independently apply expertise to business situations.
• Mastery: Advanced subject-matter expertise, with the ability to establish best practices and guide others.

7. KEY CHALLENGES OF THE ROLE

• Achieving sales volume and market share targets in a competitive and evolving channel environment.
• Expanding the business across existing and new accounts while maintaining commercial discipline and profitability.
• Ensuring consistent execution of sales, merchandising, and brand visibility standards across geographically dispersed outlets.
• Managing customer expectations while aligning internal stakeholders on pricing, promotions, product availability, and service levels.
• Identifying emerging consumer and market trends and translating them into effective account development strategies.
• Building team capabilities and ensuring accountability for business performance and execution excellence.

8. EXPECTED OUTCOMES

• Achievement of assigned sales volume, revenue, and market share targets.
• Growth in the number of active accounts and outlets across designated channels.
• Improved account performance, product availability, and customer satisfaction.
• Effective implementation of account-specific sales and marketing plans.
• Improved in-store execution, merchandising, and brand visibility.
• Enhanced team productivity, capability development, and achievement of business objectives.

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