Distributor Development Manager

Job description

Company Description

MAKING SRI LANKA SELF- SUFFICIENT IN DAIRY

Pelwatte Dairy Industries Limited is a leading dairy company in Sri Lanka, committed to producing high-quality dairy products using 100% locally sourced milk. Established in 2006, Pelwatte Dairy has grown to become a trusted household name in the industry, known for its innovation, quality, and sustainable practices. Pelwatte Dairy is dedicated to supporting local farmers and contributing to the growth of Sri Lanka’s agricultural sector. Pelwatte Dairy is striving to enrich the lives of its consumers and the community.

Reports To: Head of Sales

Main Purpose of Job:

The Distributor Development Manager is responsible for building and managing long-term business partnerships with distributors to maximize:

· Sales growth

· Market share,

· Customer satisfaction.

This role will focus on the distributors

· Performance

· Developing strategic plans for territory expansion including the appointment of new Distributors

· Ensuring seamless distribution operations for the company’s products within assigned regions.

· Ensure distributor alignment and compliance

· Ensure discipline in processes and systems (incl Sales Force Automation) and instill behavior to drive KPI achievement

Key Responsibilities:

1. Distributor Relationship Management:

· Develop and maintain strong relationships with distributors to ensure effective market penetration.

· Negotiate and implement commercial agreements with distributors to maximize sales and profitability.

· Regularly engage with distributors to assess their needs, provide support, and solve any operational challenges.

· Assist the distributor with carrying out a financial health check to determine their financial stability via P&L and debtor reconciliation

2. Distributor Performance Management:

· Monitor and evaluate the performance of distributors, focusing on sales targets, distribution coverage, and key performance indicators (KPIs).

· Design and implement incentive programs to drive distributor performance.

· Ensure distributors adhere to company standards in the storage of stocks ensuring FIFO at their warehouse/stores

3. Territory Development:

· Analyze market potential and develop strategic plans in consultation with the respective ASM’s to expand distribution reach within the assigned territory.

· Identify new opportunities and potential distributors in unexplored or underserved markets.

· Collaborate with the sales team (ASM’s/HOS) to improve distribution network effectiveness.

4. Sales and Operational Planning:

· Be a key stakeholder with internal teams (sales, marketing, supply chain) to develop and execute annual sales plans, forecasting, and demand planning.

· Ensure timely delivery of products to distributors, and that inventory levels are optimized to meet market demand. (Establish MOQ by Distributor)

5. Training and Support:

· Conduct need based training sessions for distributors and their teams using appropriate resources on the company’s products, systems, and processes

· Provide technical and logistical support to ensure smooth operations, including stock management, order processing, and reporting.

6. Reporting and Analytics:

· Share updates to management on distributor performance, market trends, and sales metrics with corrective measures where needed.

· Utilize data and insights to recommend adjustments to strategies and improve overall distribution effectiveness.

Key Performance Indicators (KPIs):

· Distributor sales growth (value and volume) vs budget/Latest estimate

· Distribution network expansion and market coverage – Numeric distribution/outlet coverage

· Distributor satisfaction and compliance.

· Stock availability (optimum distributor stock holding) and service level adherence.

· Skewness tracking – Improve quality of sales

· Achievement of sales targets (Primary Sales)

Requirements:

Bachelor’s degree in Business Administration, Marketing, or related field.

Proven experience in sales and distribution management, ideally within the FMCG sector (3-4 years in Sales management with at least 1-2 years in a role in Distributor Development

Strong understanding of the distribution network and FMCG sales dynamics.

Excellent communication, negotiation, and interpersonal skills.

Ability to analyze data, create reports, and develop strategic plans.

Ability to travel extensively

Preferred:

Previous experience in a similar role within the FMCG industry.

Experience managing distributors across multiple regions.

Positive attitude, teamwork, creativity, hardworking, understanding business environment