Manager - Sales Analytics - FMCG

Sales Analytics Manager - FMCG

Key Responsibilities:

Sales Performance Tracking & Reporting (Primary / Secondary / Tertiary in General Trade in Indian Market):

- Analyze and harmonize data across DMS, CRM, ERP, and syndicated sources.

- Build interactive dashboards (Power BI/Tableau/Excel) to track:

- SKU-level, channel-wise, and regional sales performance

- Distributor health, product mix, contribution margins

- Market share trends and internal vs. external benchmarks

- Lead monthly and quarterly reviews with the Sales Head and regional teams.

Market & Competitive Intelligence:

- Decode off-take, category shifts, and competition using syndicated tools.

- Highlight whitespace, under-leveraged channels, and emerging demand pockets.

Promo & Trade Scheme Effectiveness:

- Assess ROI of trade promotions, discounting, and retail programs.

- Recommend sharper targeting and spend optimization strategies.

Forecasting & Planning Support:

- Partner with Sales & Supply Chain to create robust forecasts using historical data, trend analysis, and business inputs.

- Support AOP, quarterly target setting, and territory-level planning.

Distributor & Channel Analytics:

- Analyze stock rotation, fill rates, and coverage to flag risks and improve distributor productivity.

- Deep-dive into channel-specific drivers (GT, MT, E-comm) for tailored action.

Strategic Sales Insights:

- Package complex data into crisp, actionable insights for Sales, Trade Marketing, and Brand teams.

- Influence commercial strategy through storytelling, not just numbers.

Tools, Systems & Data Integrity:

- Own data accuracy, availability, and standardization across reporting platforms.

- Identify tool upgrades and automation opportunities to scale insights delivery.

Experience:

- 5-8 years in Sales Analytics / Commercial Intelligence in a leading FMCG setup

- Deep familiarity with FMCG sales models, channel ecosystems, and market dynamics in India

Technical Skills:

- Advanced Excel (lookups, pivoting, macros)

- Power BI / Tableau - strong dashboarding experience

- Syndicated tools - must have worked on market share / offtake

- Working knowledge of CRM / ERP (SAP, Salesforce)

- SQL - preferred; R / Python - a plus, not mandatory

Core Competencies:

- Strong analytical and commercial acumen

- Ability to distil large datasets into compelling business insights

- Excellent presentation and communication skills

- High ownership, structured thinking, and comfort with ambiguity

- Collaborative, with a solution-first mindset

NOTE: MBA is Mandatory.