National Sales Manager - Retail

Job Description

Role : National Sales & Retail Head – Appliances

Industry : Appliances / Consumer Durables

Reports To : CEO / MD

Role Purpose

To lead the national retail business for the appliances division, owning P&L, retail expansion, channel development, franchise management, and omni-channel retail performance. Responsible for building profitable retail models, driving sales growth, and delivering operational excellence across EBOs, franchise stores, MBOs, and modern trade partners.

1. P&L Ownership & Business Strategy

Own end-to-end P&L for national retail business (EBO, Franchise, MBO, Distributor-led retail).

Define and execute retail business strategy, including assortment, pricing, store profitability, and category growth plans.

Build scalable retail business models for new categories / verticals.

Drive EBITDA improvement through cost optimization & revenue enhancement.

2. Retail Expansion & Network Growth

Lead expansion of retail footprint including EBOs, franchise stores, and exclusive appliance outlets.

Develop store rollout plans, feasibility studies, and location strategy.

Build retail formats for appliances : small appliances, kitchen, home improvement categories.

Deliver rapid scale-up (100+ stores per year where relevant).

3. Channel Development & Franchise Management

Design and run franchise model for appliances category.

Set up processes for franchise onboarding, training, SOPs, store audits, and performance dashboards.

Improve franchise profitability, ROI, and retention across regions.

Build MBO channel capability and regional retail partner ecosystem.

4. Sales Leadership & Operations Excellence

Lead national retail sales (sell-in + sell-out) with strong operational excellence.

Build retail processes : SOPs, VM standards, CRM, inventory norms, and store performance dashboards.

Drive promoter deployment, VM implementation, and store-level KPIs.

Drive store productivity, category mix, conversion, ATV, and UPT.

5. Merchandising, Product & Marketing

Oversee category planning, merchandising strategy, drop schedules, and inventory lifecycle.

Collaborate with product & marketing teams for launches, campaigns, and in-store activations.

Own retail marketing, visibility, signage, and store design guidelines.

6. Team Leadership

Lead a cross-functional team across Sales, Ops, Merchandising, Product, Marketing, and Training.

Recruit, coach, and develop high-performing regional teams.

Build SOP-driven culture across all retail formats.

7. Systems, Technology & Process Optimization

Implement retail MIS, CRM, ERP modules, ordering systems, and automation tools.

Create online-offline integrated systems for inventory, billing, CRM, and store analytics.

Build standardized processes enabling scale.

8. Omni-channel Integration

Lead omni-channel retail strategy including store-led delivery, BOPIS, and hyperlocal activations.

Work with e-commerce teams on inventory planning and pricing alignment.

Drive synergy between offline stores and digital channels.

Key KPIs

Retail Revenue & EBITDA

Store-level profitability & breakeven period

Network expansion (EBO / Franchise / MBO)

Franchise ROI & retention

Store productivity (ATV, UPT, conversion)

Retail operations score (SOP compliance, VM, audits)

Sell-through %, inventory turns & ageing

Omni-channel contribution & store-assisted sales

Team capability & attrition levels

Qualifications & Experience

15–20 years of experience in Retail, Consumer Durables, Appliances, Lifestyle or Multi-category Retail.

Proven experience in launching / scaling retail verticals.

Strong experience in EBO / Franchise / MBO retail formats.

Ability to manage P&L of ₹200–400 Cr+ businesses.

Strong leadership, commercial acumen, retail operations & new format development.

Behavioral Competencies

Strategic thinking with hands-on execution

Strong commercial & operational acumen

Ability to scale businesses in fast-paced environments

Leadership & team development

Stakeholder management across cross-functional teams

Requirements

Desired Competencies :

• Leadership : Strong leadership qualities to inspire, manage, and lead a diverse sales team.
• Negotiation & Influence : Excellent negotiation skills to manage channel partners and distributors.
• Result-Oriented : Focus on achieving sales targets and driving profitability.
• Problem-Solving : Ability to analyze market challenges and devise actionable solutions.

Requirements

Retail Revenue & EBITDA Store-level profitability & breakeven period Network expansion (EBO / Franchise / MBO) Franchise ROI & retention Store productivity (ATV, UPT, conversion) Retail operations score (SOP compliance, VM, audits) Sell-through %, inventory turns & ageing Omni-channel contribution & store-assisted sales Team capability & attrition levels