Sales Excellence Lead

About Us

iD was founded in 2005, to ensure that people around the world gets access to fresh, nutritious & delicious Indian food. With an unwavering vision to preserve traditional, home-made cuisine & a focus on making the process of cooking fun & effortless, iD today serves homes across India, Middle East, US and UK and soon to make entry into high-potential markets such as North America, Europe, Africa, Central & East Asia.

At iD, we’re not just about food—we’re about nourishing lives and fostering a culture where every individual thrives. Guided by our DNA, “Pure Food. Proud Lives,” we believe in offering an environment where employees are empowered to solve novel challenges every day, and every voice and opinion is valued. We are committed to building meaningful careers and place the highest priority on the well-being of our team.

Role Overview

Role Name: Sales Excellence Lead

Reporting to : Head - Trade Marketing & GTM

Key Responsibilities:

• Drive end-to-end Availability Excellence across GT, MT and E-commerce channels.
• Own and govern Right Sell-in & Replenishment Discipline across DSD markets to ensure freshness, minimal returns and high repeat.
• Govern DC stock maintenance and stock norms, ensuring high service levels with minimal aging/expiry risks.
• Lead daily load-out planning governance to ensure the right product reaches the right outlets at the right time.
• Own Order Fill Rate (OFR) / OTIF governance, especially for Modern Trade and E-commerce customers.
• Drive outlet expansion strategy with strong discipline on right outlet selection, activation success and ramp-up tracking.
• Improve DSD productivity through route/beat planning, service frequency governance and drop size improvement.
• Own governance of returns / freshness loss / wastage, driving continuous improvement initiatives.
• Own Cost-to-Serve (C2S) governance, including productivity levers and budget tracking at city/route/channel level.
• Drive initiatives to reduce Cost-to-Sales (%), delivery cost per drop, and inefficiencies through better route optimization, servicing norms and load planning discipline.
• Build dashboards, business scorecards and lead weekly/monthly performance reviews with cross-functional teams.
• Drive discipline around billing and e-invoicing executives, improving invoicing accuracy, dispatch alignment and claim closures.
• Partner with IT/Analytics teams to drive SFA/DMS adoption and reporting automation.

Key Success Metrics:

• Availability % improvement (numeric + weighted)
• OFR / OTIF improvement (MT & E-commerce focus)
• Reduction in stock-outs, cancellations and penalties
• DC stock norm adherence and daily load-out plan adherence
• Improvement in DSD productivity (drops/route, strike rate, cost per drop)
• Reduction in returns, expiry and freshness losses
• Higher success rate and throughput ramp-up in new outlets
• Reduction in Cost-to-Serve (C2S) and improvement in Cost-to-Sales (%)
• Improved billing accuracy and reduced invoice-related order failures

Key Qualifications:

• 8–12 years of experience in Sales Excellence / Sales Operations / Commercial Excellence / SFE
• Strong understanding of DSD / replenishment-led selling models (fresh food, dairy, bakery, beverages preferred)
• Strong exposure to GT distribution and execution discipline
• Experience with MT and E-commerce service level governance preferred
• Strong analytical skills, structured thinking and stakeholder management ability
• Exposure to C2S, route productivity, logistics cost levers and profitability governance is a strong advantage

Interested?

If this role sounds like you, then apply with us! You have plenty of room for growth at iD.