Sales Officer

Job Description – Field Sales Officer (FMCG – Retail Outlets)Position TitleField Sales Officer (FSO)

IndustryFMCG / Foods & Beverages / Consumer Products

LocationMultiple Territories / Area Based

Reporting ToArea Sales Manager / Territory Sales Incharge

Job SummaryThe Field Sales Officer is responsible for driving primary and secondary sales in the assigned territory by servicing retail outlets, appointing and managing distributors, ensuring product availability, and achieving sales targets. The role involves market execution, retailer relationship management, visibility implementation, and expanding distribution reach for the company’s FMCG products.

• Key ResponsibilitiesSales & DistributionAchieve monthly and quarterly sales targets for the assigned territory.
• Ensure product availability and stock replenishment across retail outlets.
• Increase numeric and weighted distribution in the market.
• Identify new retail outlets and expand market coverage.
• Drive secondary sales through distributors and retail channels.
• Retail Outlet ManagementVisit retail outlets regularly as per beat plan.
• Build strong relationships with retailers and wholesalers.
• Ensure proper product placement and shelf visibility.
• Monitor competitor activities, pricing, and promotions in the market.
• Ensure execution of trade schemes and promotional activities.
• Distributor ManagementCoordinate with distributors for stock availability and timely deliveries.
• Monitor distributor billing and outstanding payments.
• Assist distributors in route planning and sales execution.
• Ensure healthy stock rotation and minimize expiries/damages.
• Market ExecutionImplement branding and visibility activities at retail outlets.
• Track merchandising standards and POP material usage.
• Collect market feedback and share insights with management.
• Conduct retailer engagement activities when required.
• Reporting & ComplianceSubmit daily sales reports and market visit reports.
• Maintain outlet-wise sales data and order tracking.
• Ensure compliance with company policies and sales processes.
• Use mobile sales applications/CRM tools for reporting.
• Key Performance Indicators (KPIs)Monthly sales achievement
• Outlet coverage and productivity
• New outlet additions
• Product visibility score
• Distributor ROI and stock management
• Collection efficiency
• Market share growth in territory
• Candidate ProfileEducational QualificationGraduate in any discipline
• MBA/PGDM in Sales & Marketing preferred
• Experience1–4 years of experience in FMCG sales
• Experience handling retail outlets and distributor networks preferred
• Freshers with strong communication skills may also be considered
• Skills RequiredGood communication and negotiation skills
• Strong market working knowledge
• Relationship management with retailers and distributors
• Ability to work under sales targets
• Basic knowledge of MS Excel and sales reporting tools
• Willingness to travel extensively within assigned territory
• Preferred Candidate AttributesEnergetic and result-oriented personality
• Good local market knowledge
• Ability to handle pressure and achieve targets
• Team player with positive attitude
• Strong execution capability