Supermarket sales manager

Supermarket sales manager

The Supermarket Sales Manager is responsible for developing and implementing the sales strategy for products distributed in supermarkets and hypermarkets. He/she works closely with the distribution and negotiation teams to guarantee the visibility and performance of products on the shelves. He/she is also responsible for maintaining good relations with department managers and developing commercial offers adapted to each store.

1. Negotiating with retailers: negotiate commercial conditions (prices, margins, promotions) with retailers to ensure the presence and profitability of products in supermarkets.
2. Product performance monitoring: analyze sales in supermarkets, identify growth drivers and implement corrective actions (promotion, product rearrangement).
3. Product offer development: work with the marketing department to define strategies for new product launches, promotions and shelf placement.
4. Customer relationship management: maintain solid relations with department managers, area managers and other contacts in supermarket chains.
5. Competitive intelligence and strategy: monitor market trends and competitors' strategies to adapt product offerings and negotiations.

• Business schools or universities specializing in marketing, commerce or management.
• Master's degree in distribution management or marketing applied to mass retailing.
• Specialization in supermarket sales relations or training in commercial negotiation would also be an asset.

• Knowledge of supermarket negotiation techniques.
• Sales and product performance analysis.
• Management of shelf assortment.
• Proficiency in management and CRM tools.
• Knowledge of logistics issues related to supermarket distribution.

• Excellent negotiating skills.
• A flair for sales strategy.
• Communication and customer relationship management.
• Organizational skills.

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• Several years as a Sales Manager in a supermarket or Area Manager are required.
• Experience in managing a sales team and negotiating contracts with chains is highly desirable.
• In-depth knowledge of FMCG products and their particularities in terms of stock management, marketing and sales is also an asset.

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• The GMS Sales Director can progress to Sales Director or General Manager.
• They can also specialize to become Partner Relations Managers or Purchasing Directors.
• After several years' experience, he may decide to turn to consulting by becoming a Distribution Strategy Consultant.

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• Gross annual salary: between €50,000 and €100,000 depending on level of responsibility, experience and results achieved.
• Bonuses and incentives: often based on sales and market share targets, with additional bonuses for successful negotiations or promotional campaigns.
• Benefits: company car, profit-sharing, bonuses, and various company benefits (teleworking, luncheon vouchers, etc.).

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• Frequent travel to different banners to meet department managers, support area managers and ensure that sales initiatives are properly implemented.
• Work closely with internal teams (marketing, supply chain, finance) and field sales staff.
• Pressure of sales results: sales targets are often very ambitious, with periods of intense work, particularly during negotiations with chains.

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• Rigor and responsiveness to the sector's commercial and logistical challenges.
• Leadership and ability to manage and coordinate a sales team.
• Results-oriented vision to focus on achieving sales targets (sales, market share).
• Creativity to implement innovative promotional actions and placement strategies to stand out from the competition.