| Detail | For this role |
|---|---|
| Department | Sales and Business Development |
| Level | Mid level |
| Reports to | Modern Trade Manager |
| Direct reports | None |
| Experience | 1 to 4 years in retail or modern trade servicing |
Modern Trade Executive job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Modern Trade Executive
Department: Sales and Business Development
Reports to: Modern Trade Manager
Location: [City], [office, branch or site]
About the role
A Modern Trade Executive services modern retail stores such as supermarkets and chain outlets, making sure products are available, well displayed and selling. They visit stores, check stock and planograms, run in store promotions and coordinate with store staff. A good modern trade executive keeps shelves full and visible, executes promotions well and reports sell out honestly. The role reports to a modern trade or area manager and is the on ground link between the company and modern retail stores.
Key responsibilities
- Visit assigned modern trade stores on a planned schedule and coverage plan.
- Ensure product availability, correct pricing and full shelves at each store.
- Maintain planograms, displays and visibility as agreed with the chain.
- Execute in store promotions, offers and sampling activities as planned.
- Coordinate with store managers and staff for stock and space.
- Track stock levels and raise replenishment to prevent stock outs.
- Capture sell out and stock data accurately during store visits.
- Manage merchandisers or promoters assigned to the stores you cover.
- Report competitor activity, pricing and displays in the stores.
- Report store level sales and issues to the reporting manager.
Requirements
- Graduate in any discipline
- Retail or field sales experience is preferred
- Willingness to travel between stores
- 1 to 4 years in retail or modern trade servicing
KRAs and KPIs for a Modern Trade Executive
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Availability | On shelf availability at serviced stores kept above the target |
| Visibility | Planograms and displays maintained as agreed across stores |
| Promotion execution | In store promotions executed on time and in full |
| Coverage | Store visit schedule completed as per the plan |
| Stock outs | Stock outs at serviced stores kept below the agreed level |
| Data accuracy | Sell out and stock data captured accurately each visit |
Skills and tools
Tools used day to day: Retail execution app, Smartphone, MS Excel basics, Planogram guides.
Reporting line and career path
Next roles: Modern Trade Manager, Key Account Executive, Area Sales Manager
Interview questions for a Modern Trade Executive
- How do you make sure a product is always on the shelf?
- How do you execute a planogram in a busy store?
- How do you run an in store promotion well?
- How do you handle a store that gives your product poor shelf space?
- How do you capture accurate sell out data during a visit?
- Tell me about a store where you improved sales and how.
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What does a modern trade executive do?
A modern trade executive services modern retail stores such as supermarkets and chain outlets. They visit stores on a schedule, ensure availability, pricing and full shelves, maintain planograms and displays, and execute in store promotions. They track stock and sell out, manage promoters, coordinate with store staff and report competitor activity, keeping products visible and selling.
What is the difference between modern trade and general trade?
Modern trade means organized retail: supermarkets, hypermarkets and chain stores that buy centrally. General trade means the network of small independent shops served through distributors. Modern trade needs in store execution such as planograms and promotions, while general trade focuses on beat coverage and order booking across many small outlets. The selling approach differs for each.
Is modern trade executive a good career start?
Yes. It teaches you retail execution, merchandising and how organized retail works, and puts you in front of stores and shoppers daily. It is a practical entry into modern retail and consumer goods sales. Doing it well can lead to modern trade management, key account roles or broader area sales management over time.