General Sales Manager – Lead Sales Strategy for FMCG Group

About the role

The leading FMCG group in Colombo is seeking a General Sales Manager to shape and execute its sales strategy across modern trade, general trade, key accounts and distribution channels. Reporting to senior leadership, you will be responsible for driving revenue growth, expanding market presence and ensuring profitable performance.

Key responsibilities

• Develop and implement a comprehensive sales strategy aligned with corporate objectives.
• Lead sales operations to achieve revenue, volume and profitability targets.
• Manage and optimise multiple sales channels including Modern Trade, General Trade, Key Accounts and Distribution.
• Motivate, coach and develop large sales teams to meet KPIs and business goals.
• Identify new business opportunities, drive market expansion and acquire new customers.
• Build and maintain strong relationships with key customers, distributors and strategic partners.
• Monitor market trends, competitor activity and customer dynamics to uncover growth opportunities.
• Set sales targets, budgets, forecasts and performance indicators; track results and implement corrective actions.
• Lead strategic negotiations with major accounts and partners.
• Collaborate with Marketing, Supply Chain, Finance and Operations to ensure seamless execution of business plans.
• Analyse sales and market data to support strategic decision‑making.
• Continuously improve sales processes, productivity and commercial effectiveness.

Required profile

• 12+ years of proven sales/commercial experience, preferably in FMCG, retail, food, consumer, hospitality or telecom sectors.
• Demonstrated success in sales, distribution, modern trade, general trade, key‑account or channel management.
• Experience leading large sales teams and delivering revenue and profitability targets.
• Strong business‑development, market‑expansion and strategic planning capabilities.
• Excellent commercial acumen, leadership and negotiation skills.

Required skills

What we offer

• Competitive gross salary package of LKR 1.2 million – 1.5 million.
• Opportunity to lead a high‑performing sales organisation within a diversified FMCG group.
• Dynamic work environment in Colombo with exposure to multiple market channels.