Sales Co-ordinator

Job Title: Sales Co-ordinator

Experience: 5+ Years

Industry: FMCG / Distribution / Retail

Role OverviewThe Sales Co-ordinator will be responsible for driving operational excellence across the sales function, ensuring strong order discipline, payment governance, revenue generation, and seamless coordination between field sales, distributors, and internal teams. The role will focus on optimizing business performance through structured processes, monitoring, and market execution.

• Key Responsibilities

1. Sales Operations & Revenue Managemen

• Drive revenue generation through effective sales planning and execution.
• Ensure strict order discipline across all channels.
• Oversee order lifecycle management from generation to fulfillment.
• Monitor order vs. dispatch alignment and ensure timely delivery.

2. Payment Governance & Control

• Establish and enforce payment communication governance.
• Monitor collections, outstanding payments, and credit limits.
• Ensure adherence to payment cycles and reduce overdue risks.
• Coordinate with finance teams for reconciliation and closure.

3. Exception Handling & Fraud Control

• Conduct exception review, reporting, and escalation.
• Identify irregularities in orders, payments, or stock movement.
• Implement controls to minimize fraud risks and leakages.
• Maintain a structured MIS/reporting system for transparency.

4. Customer / Retailer / CRR Validation

• Oversee Customer/Retailer Registration & Validation (CRR) processes.
• Ensure onboarding quality and authenticity of retailers/distributors.
• Maintain updated and verified customer databases.

5. New Business Development (NBD)

• Drive new business opportunities across geographies and channels.
• Identify and onboard new distributors, retailers, and partners.
• Support expansion strategies and market penetration initiatives.

6. Field Sales Operations (FSO Monitoring)

• Monitor performance of Field Sales Officers (FSOs) across regions.
• Track KPIs such as coverage, productivity, and conversions.
• Ensure alignment between field execution and organizational goals.

7. Market Execution & Retail Development

• Conduct retailer visits and oversee on-ground execution.
• Drive market activation campaigns and promotional activities.
• Focus on outlet development and expansion of retail network.
• Build strong relationships with retailers and distributors.
• Track market movement and competitor activities.

8. Supply Chain & Stock Coordination

• Coordinate stock availability with warehouse and distributors.
• Support production planning based on sales forecasts.
• Ensure dispatch execution against approved instructions.
• Oversee physical order fulfillment operations end-to-end.

Key Skills & Competencies

• Strong expertise in sales operations & distribution management
• Experience in order management & payment governance systems
• Ability to handle exception reporting, fraud control, and escalation
• Strong analytical and MIS/reporting skills
• Excellent team management & stakeholder coordination
• Deep understanding of market dynamics and retail execution
• Leadership in driving revenue and operational efficiency