Sales Operations Lead - Modern Trade (Field Force & In-Store Execution)

Own end-to-end in-store execution across the Modern Trade channel. Build, lead and develop a national MD/BA field force, and design from the ground up the working processes, execution standards and KPI framework that translate the commercial plan into consistent, measurable performance at every store.
This is a build role, not a caretaker role. The company does not currently operate a formal in-store execution standard; this position is expected to create it, gain cross-functional alignment on it, and embed it into daily operations.
Key Responsibilities
1. Build & Manage the MD/BA Field Force - 25%
Design the field force structure: coverage model, store classification (A/B/C by sell-out and strategic value), call frequency, route plan and headcount justification per channel.
Recruit, onboard, train and retain the MD and BA teams; build the induction and refresher training curriculum - product knowledge, selling and consultation skills, VMD standards, grooming and service standards for BA.
Establish the supervisory layer: coaching routines, field coaching forms, one-on-one performance reviews, and a minimum field presence standard for supervisors
Design and administer the MD/BA incentive and commission scheme; manage headcount cost within budget.
Where third-party agency headcount is used, govern agency recruitment quality, SLA and cost per head.
2. Build the Execution Standard, Working Process & KPI System - 25%
Build the company's in-store execution standard ("Perfect Store" / Picture of Success): define what good looks like by channel, retailer format and store tier, and secure formal sign-off from Trade Marketing, Key Account and Sales leadership.
Own the scoring model, measurement mechanism and enforcement system end to end - metric selection, weightings, pass thresholds, audit method, evidence requirements and anti-gaming controls. Co-develop the content of the standard (must-stock list, planogram, POSM kit, display mechanics) with Trade Marketing; secure retailer-side commitments such as contracted share of shelf through Key Account.
Design and document SOPs for the field force: store visit steps, merchandising standards manual, POSM installation guide, stock check and reorder process, promotion set-up checklist, and escalation matrix.
Build the KPI scorecard for MC, BA and Supervisor levels - clear weightings, defined data source, review cadence (daily / weekly / monthly), and consequence management (recognition, performance improvement, exit).
Differentiate the framework by channel: Health & Beauty, Hyper/Supermarket & CVS
Run the improvement cycle: pilot → measure → refine → standardise → roll out nationally. Review the correlation between execution score and sell-out at least quarterly and re-weight the standard where the two diverge.
3. Drive In-Store Execution Excellence - 30%
Accountable for POG (planogram) compliance, stock availability, shelf facing / share of shelf, POSM deployment and all in-store VMD across every covered store.
Own On-Shelf Availability (OSA) and out-of-stock resolution: monitor store-level stock, trigger reorders with store and category teams, and escalate DC or supply issues to Customer Development and Supply Chain.
Translate the trade marketing plan and retailer JBP into a store-level execution brief; ensure new listings, promotions and displays go live on time and in full.
Conduct store audits, publish compliance results and lead corrective action to closure.
Manage POSM and display fixture assets: ordering, allocation, installation quality, maintenance, and prevention of loss or misuse.
4. Reporting, Analytics & Business Partnering - 15%
Deliver reporting to the line manager on a fixed cadence
Own consolidation of retailer sell-out data into a single view across both channels, and analyse sell-out, OSA, compliance and BA productivity to identify gaps - reporting the number and proposing the fix.
Own the field force digital tool (DMS): data accuracy, adoption rate, photo-evidence integrity and dashboard output.
Partner with Trade Marketing on POSM and display design and feasibility; with Key Account on retailer agreements and planogram negotiation; with Supply Chain on stock; and with Finance on trade spend accountability.
5. Budget & Vendor Management - 5%
Manage the field force operating budget (salary, incentive, uniform, travel, POSM logistics) and third-party agency performance.
Track ROI on in-store investment (display rental, gondola ends, POSM) in partnership with Trade Marketing and Finance.
Ensure labour compliance and retailer entry/badge compliance for all field staff.