Govind Singh
Distribution Expansion, Channel Development, Numeric Distribution, Weighted Distribution, Market Penetration , Go-to-Market (GTM) Strategy
Jaipur
Summary
🔹 PROFILE SUMMARY
Result-oriented Area Sales Manager with strong expertise in FMCG sales and end-to-end distribution management. Proven ability in distribution development, distributor appointment, stabilization, and performance management across urban, semi-urban, and rural markets. Highly skilled in driving numeric and weighted distribution, improving primary and secondary sales, and ensuring optimal product availability and market coverage.
Experienced in distributor operations, including stock planning, inventory control, credit management, order processing, and supply coordination. Adept at leading and motivating distributor sales teams through effective beat planning, route optimization, joint working, and review mechanisms. Strong execution capabilities in GTM strategies, trade schemes, visibility programs, and new product launches, resulting in consistent sales growth and market penetration.
Overview
13
13
years of professional experience
3
3
years of post-secondary education
2
2
Languages
Work History
SO ( Distributer Project Manager)
Parle Biscuits Pvt.ltd.
06.2025 - Current
- Planning and executing distributor onboarding projects as per company expansion strategy
- Managing end-to-end distributor launch including territory mapping, infrastructure readiness, and go-live execution
- Developing project timelines, milestones, and rollout plans
- Identifying high-potential markets and selecting suitable distributor partners
- Coordinating distributor agreements, compliance, and system onboarding
- Setting up sales processes, reporting systems, and operating SOPs
- Establishing primary, secondary, and tertiary sales processes
- Implementing inventory norms, stock planning, and replenishment models
- Ensuring fill rate, service levels, and order cycle efficiency
- Implementing ERP / DMS / SFA systems at distributor level
- Training distributor staff on order processing, billing, reporting, and controls
- Standardizing distribution SOPs and best practices across regions
- Monitoring distributor KPIs: sales, stock, service, credit, and ROI
- Identifying gaps and executing corrective action plans
- Working closely with sales, supply chain, finance, IT, and legal teams
- Ensuring smooth coordination for stock supply, credit approval, and claims settlement
Area Sales Manager
RSPL
09.2024 - 05.2025
- Primary & secondary sales growth
- Volume & value growth
- Month-on-month / year-on-year growth
- Focus on high-growth categories
- Market mapping & competitor benchmarking
- Share gain in key outlets & channels
- Strategic price & promotion execution
- Go-to-Market (GTM) strategy execution
- Trade scheme planning & rollout
- Visibility & merchandising execution
- New product launch (NPD) success.
- Credit control & outstanding reduction
- Healthy inventory norms
- Order planning & demand forecasting
- Distributor sales team training and coaching.
- Joint working & field capability building
- Performance review & corrective action
TSM
Vini Cosmetics
02.2023 - 04.2024
- Driving primary and secondary sales of cosmetic products across the assigned territory.
- Achieving volume, value, and visibility targets
- Executing category-wise growth plans (skin care, cosmetics, and personal care).
- Managing general trade and cosmetic stores.
- Appointing and managing distributors, wholesalers, and key cosmetic retailers
- Expanding numeric & weighted distribution in high-potential markets
- Ensuring right assortment & SKU availability at all outlets
- Strengthening retail coverage in cosmetic-focused outlets & beauty stores
- Handling stock planning, inventory control, and indent management
- Monitoring stock aging, expiry, and slow-moving SKUs (critical for cosmetics)
- Implementing credit control and outstanding management
- Coordinating with supply chain for timely replenishment
Business Development Manager
Tata Bigbasket
01.2020 - 01.2023
- Identified white spaces & high-potential territories for distributor appointment
- Conducted market mapping & feasibility analysis before distributor onboarding
- Appointed new distributors / super-stockists aligned with company growth strategy
- Evaluated distributors on financial strength, infrastructure, manpower & market reach
- Led end-to-end distributor onboarding including agreement, ROI planning & launch execution
- Ensured faster stabilization of new distributors through structured support & monitoring
Senior Sales Officer
Haldiram's Snack Pvt.Ltd
04.2017 - 11.2019
- Primary & Secondary Sales Execution
- Daily / Monthly Target Achievement
- Volume & Value Growth (High-rotation SKUs)
- Outlet-wise Sales Planning
- Price–Pack Architecture (PPA) Execution
- Distributor Handling & Operations
- Beat Planning & Route Optimization
- Numeric Distribution Expansion
- Weighted Distribution Improvement
- Outlet Coverage & Reach Expansion
- Fast-Moving SKU Availability
- Assortment & Pack Size Availability
- Stock Aging & Slow-Mover Management
- Return & Replacement Coordination
- Distributor Salesman Productivity
- Joint Market Working
- Beat Discipline & Call Productivity
- On-the-Job Training & Motivation
- Competitor Pricing & Pack Analysis
- New Launch Tracking (Snacks category)
- Local Market Trends & Consumer Preference
- Retail Feedback Collection
Sales Officer
Lotte India Corporation Pvt Ltd
06.2015 - 04.2017
- Executing primary and secondary sales targets for confectionery products
- Driving volume growth of high-rotation SKUs (candies, toffees and chocolates, ).
- Ensuring right price & right pack availability across outlets
- Handling assigned distributors and wholesale channels
- Expanding numeric distribution across kirana, paan shops, bakeries & impulse outlets
- Increasing outlet coverage and reach, especially high-footfall points
- Ensuring availability in counter-top & impulse buying locations
- Implementing FIFO to avoid losses
- Controlling damages due to melting, breakage & handling issues
- Ensuring counter-top displays, jars, boxes & hanging units
- Improving impulse visibility at checkout counters
- Deploying POSM & promotional materials effectively
- Supporting in-store promotions and retailer schemes
Sales Representative
Delmonte Food Pvt Ltd
02.2013 - 04.2015
- Achieving daily, weekly, and monthly sales targets
- Executing secondary sales at retailer level
- Generating orders from assigned outlets
- Promoting company products and schemes effectively
- Covering assigned beats and routes as per plan
- Increasing outlet coverage and productivity
- Ensuring regular visits to existing and new outlets
- Identifying and onboarding new retail outlets
Education
Master of Arts - General
Political Science
Rajasthan University 05.2023 - Current
Skills
Sales Leadership
Timeline
SO ( Distributer Project Manager)
Parle Biscuits Pvt.ltd.
06.2025 - Current
Area Sales Manager
RSPL
09.2024 - 05.2025
Master of Arts - General
Political Science
05.2023 - Current
TSM
Vini Cosmetics
02.2023 - 04.2024
Business Development Manager
Tata Bigbasket
01.2020 - 01.2023
Senior Sales Officer
Haldiram's Snack Pvt.Ltd
04.2017 - 11.2019
Sales Officer
Lotte India Corporation Pvt Ltd
06.2015 - 04.2017
Sales Representative
Delmonte Food Pvt Ltd
02.2013 - 04.2015
Languages
English
Rajasthani
Personal Information
- Date of Birth: 06/07/89
- Gender: Male
- Marital Status: Married