| Detail | For this role |
|---|---|
| Department | Sales and Business Development |
| Level | Manager |
| Reports to | Regional Sales Manager |
| Direct reports | Modern Trade Executive |
| Experience | 6 to 10 years in modern trade or retail sales |
Modern Trade Manager 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 Manager
Department: Sales and Business Development
Reports to: Regional Sales Manager
Location: [City], [office, branch or site]
About the role
A Modern Trade Manager drives sales through modern retail chains such as supermarkets, hypermarkets and organized retail, managing the relationship with these accounts. They negotiate listings, promotions and shelf space, build joint business plans and make sure products are available and well displayed. A strong modern trade manager grows sales in retail chains, secures the right visibility and keeps the account profitable. The role reports to a regional or national sales head and leads modern trade executives who service the stores.
Key responsibilities
- Manage relationships with modern trade chains and their category and buying teams.
- Negotiate product listings, shelf space, planograms and promotion calendars.
- Build joint business plans with key chains to grow sales together.
- Ensure product availability and fill rates across chain stores.
- Plan and execute in store promotions, displays and visibility drives.
- Manage trade spends, margins and claims within the approved budget.
- Track sell out data from chains and act to improve slow moving lines.
- Lead modern trade executives who service stores and check merchandising.
- Coordinate with supply chain to prevent stock outs during promotions.
- Report modern trade sales, spends and account health to the reporting manager.
Requirements
- Graduate in business, commerce or a relevant field
- MBA in sales or marketing is an advantage
- Experience handling modern trade or retail chain accounts
- 6 to 10 years in modern trade or retail sales
KRAs and KPIs for a Modern Trade Manager
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 |
|---|---|
| Modern trade sales | Sales through modern trade chains meet the assigned target |
| Availability | Fill rate and on shelf availability kept above the agreed level |
| Visibility | Agreed shelf space and displays secured across chains |
| Promotion return | Promotion sell out and return on spend meet the plan |
| Trade spend control | Trade spends and claims kept within the approved budget |
| Range listing | Target products listed and active across priority chains |
Skills and tools
Tools used day to day: CRM platform, Retail sell out data tools, MS Excel, Planogram tools, Reporting dashboards.
Reporting line and career path
Next roles: Regional Modern Trade Manager, National Key Accounts Manager, Regional Sales Manager
Interview questions for a Modern Trade Manager
- How do you negotiate listings and shelf space with a retail chain?
- How do you build a joint business plan with a modern trade account?
- How do you improve on shelf availability across chain stores?
- How do you measure the return on a promotion?
- How do you handle a chain demanding higher margins?
- Tell me about a chain account you grew and how.
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What does a modern trade manager do?
A modern trade manager drives sales through modern retail chains such as supermarkets and hypermarkets. They manage the chain relationship, negotiate listings, shelf space and promotions, build joint business plans and ensure availability and visibility in stores. They manage trade spends, track sell out data and lead executives who service the stores, growing the account profitably.
What is modern trade in sales?
Modern trade refers to organized retail: supermarkets, hypermarkets, chain stores and large format outlets that buy centrally and sell through many branches. It differs from general trade, which is the network of small independent shops. Modern trade needs account based selling, joint business planning, listings and in store execution, so companies often have dedicated modern trade teams.
What skills does a modern trade manager need?
They need strong account negotiation with chain buying teams, joint business planning, and trade marketing skills for promotions and visibility. Managing trade spends and margins, reading sell out data and ensuring availability in stores are key. Leading executives who service outlets and coordinating with supply chain round out the role, all backed by commercial judgement.