Sales Manager : Offline Channel

Job Title: Sales Manager: Offline Channel

Department: Sales

Work Set Up: Hybrid

Reports To: Operations Director



JOB SUMMARY

The Offline Channel Sales Manager is responsible for driving sustainable and profitable sales growth across all third-party offline sales channels, including modern trade retail chains, specialty retail partners, and appointed distributors. This role owns the full management of channel partnerships, from negotiating robust trading terms to building trusted, long-term relationships that deliver mutual growth. The Offline Channel Sales Manager develops and executes joint business plans to expand market share, optimize sell-in and sell-through, and ensure alignment with the companys overarching commercial strategy. A key focus of this role is to guarantee best-in-class in-store execution ensuring that merchandising, promotional activities, and retail standards consistently reflect the brands identity and protect its integrity at every physical touchpoint.

The Offline Channel Sales Manager works cross-functionally with Marketing, Sales Operations, and other Sales Channel teams to ensure consistent brand positioning, to align promotional calendars, manage inventory planning, and avoid cross-channel conflicts. Reporting to senior leadership, his role is critical in strengthening the brands presence, visibility, and competitiveness in the offline retail landscape, while upholding the highest standards of execution and customer experience.

KEY RESPONSIBILITIES

Develop annual sales targets, commercial agreements, and growth strategies for all offline accounts

• Define clear annual sales targets and growth objectives for modern trade retailers, specialty stores, and appointed distributors in line with the companys commercial goals.

• Develop tailored growth plans for each account, ensuring alignment with brand priorities and channel-specific opportunities.

• Establish robust commercial agreements that drive profitable sell-in and maximize sell-through.

Negotiate listings, trade terms, promotional slots, and annual trading agreements with key accounts and distributors

• Lead negotiations to secure product listings, favorable trading terms, and strategic in-store placements with major retail chains and distributors.

• Finalize annual trading agreements that cover pricing, payment terms, volume rebates, and promotional funding, balancing brand profitability with customer partnership growth.

• Ensure agreements protect the brands pricing strategy and market positioning.

Build and maintain strong relationships with retail buyers and distributor contacts

• Act as the primary point of contact for all offline channel partners, cultivating long-term relationships built on trust and collaboration.

• Conduct regular business reviews and joint planning sessions with retail buyers and distributor account managers to drive mutual success.

• Address issues proactively and maintain open lines of communication to secure ongoing support for brand priorities.

Plan and execute trade promotions, in-store activations, and POS displays in coordination with Marketing

• Develop and implement marketing programs that increase brand visibility and stimulate sell-through at the point of sale.

• Coordinate in-store activations, product sampling, and promotional displays to maximize consumer engagement and conversion.

• Ensure all trade promotions align with the broader marketing calendar and brand guidelines.

Supervise field sales execution to ensure share of shelf, planogram compliance, and promotional execution

• Oversee field sales teams to ensure perfect in-store execution, including share of shelf, planogram compliance, pricing, and display placement.

• Conduct regular store visits and retail audits to monitor execution quality and resolve gaps or non-compliance swiftly.

• Coach and guide field teams to deliver excellence in customer service and merchandising standards.

Forecast sell-in volumes and manage stock flow with Sales Operations

• Provide accurate sales forecasts by channel and account, factoring in seasonality, promotions, and market dynamics.

• Collaborate with Sales Operations team to ensure timely stock availability and efficient inventory flow to trade partners and distributors.

• Monitor stock levels to minimize out-of-stocks or excess inventory in the channel.

Monitor and analyze channel performance, competitor activities, and market trends to find new opportunities

• Track sales performance, promotional ROI, and market share by account and channel.

• Analyze competitor activity and emerging retail trends to identify threats and uncover new opportunities for growth.

• Provide actionable insights and recommendations to adapt strategies and maintain competitive advantage.

Report sales performance, trade spend ROI, and compliance to the senior management

• Prepare regular performance reports detailing sales results, trade spend effectiveness, promotional impact, and key learnings.

• Present findings and recommendations to the Operations Director to inform decision-making.

• Ensure clear tracking of all trade investments and compliance with approved budgets.

Ensure partners follow pricing guidelines and brand presentation standards

• Monitor partner compliance with agreed pricing structures, promotional mechanics, and brand merchandising standards.

• Take proactive measures to resolve pricing conflicts, discount leakage, or brand misrepresentation at retail points.

• Champion brand integrity by ensuring consistent presentation across all offline touchpoints.

QUALIFICATION AND REQUIREMENTS

Education

• Bachelors degree in Business Administration, Marketing, or a related field. Additional certifications in Sales Management or Trade Marketing are a plus.

Experience

• Minimum 5 to 7 years of proven experience in managing modern trade, general trade, or distributor networks within the retail, FMCG, or consumer goods sector.

• Demonstrated ability to drive strong sell-in volumes, secure product listings, and deliver excellent in-store execution in competitive retail environments.

SKILLS & COMPETENCIES

Technical Skills:

• Solid track record in developing and negotiating joint business plans, annual trading agreements, and promotional terms with key retail accounts or appointed distributors.
• Skilled at securing optimal shelf space, promotional slots, and favorable commercial conditions while protecting brand pricing and profitability.
• Deep understanding of trade spend structures, promotional mechanics, and ROI analysis to ensure maximum return on investment for trade activities and in-store activations.
• Capable of managing promotional budgets responsibly and reporting on spend effectiveness to senior leadership.
• Well-versed in sales forecasting, demand planning, and performance tracking to ensure accurate stock allocation and proactive supply chain coordination.
• Strong analytical and reporting skills; comfortable interpreting sell-in, sell-out, and market data to inform strategy and decision-making.

Soft Skills:

• Proven experience working closely with Marketing and Sales Operations teams to align promotional calendars, coordinate stock flow, and ensure best-in-class execution at retail.
• Strong ability to manage field sales teams and third-party merchandisers to uphold brand standards in-store.
• Excellent relationship-building skills with retail buyers, distributor partners, and internal stakeholders.
• Strong communication, negotiation, and problem-solving skills to handle challenges proactively and deliver sustainable results.
• Highly organized, self-motivated, and resilient in a dynamic and fast-paced sales environment.

WORK ENVIRONMENT

This role is primarily office-based but requires regular travel to retail partner offices, distributor sites, and store locations to maintain strong relationships and ensure best-in-class in-store execution.

Frequent store visits are expected to monitor compliance with planograms, promotional displays, and overall brand presentation standards.

Availability during key trading periods, peak promotional cycles, and major in-store campaigns is required to support flawless execution and address any operational challenges in real time.

Works closely with cross-functional teams, including Marketing and Sales Operations, to align strategies, manage stock flow, and deliver seamless trade execution

EQUAL OPPORTUNITY STATEMENT

Dermorepubliq is an equal opportunity employer and is committed to creating an inclusive environment for all employees.