An Sales & Marketing Executive (SE) in the garment and apparel industry is responsible for driving revenue, expanding market coverage, and managing retail or wholesale distribution networks within a designated geographical region.
Core Responsibilities
Sales & Revenue Targets: Accountable for achieving monthly, quarterly, and annual sales volume and revenue targets across the assigned territory.
Distribution & Channel Management:
Traditional Trade (MBOs/Wholesale): Onboard and manage Multi-Brand Outlets (MBOs), distributors, and regional wholesalers.
Modern Trade & E-Commerce: Oversee sales execution in Exclusive Brand Outlets (EBOs), large-format stores (LFS) like Shoppers Stop/Trends, and manage inventory replenishment.
Secondary & Primary Sales Tracking: Monitor primary sales (company to distributor/retailer) and secondary sales (distributor to end customer) to prevent stockouts and overstocking.
Visual Merchandising & In-Store Execution: Ensure proper product placement, planogram adherence, and display setup to maximize product visibility at point-of-sale (POS).
Inventory & Collection Management: Manage stock rotation across seasons, monitor slow-moving inventory, and oversee credit cycles and timely payment collections from trade partners.
Market Intelligence: Track competitor pricing, promotional activities, trending fits/fabrics, and regional consumer preferences.
Team Leadership: Manage, train, and motivate a team of Sales Officers (SOs), Territory Sales Managers (TSMs), and feet-on-the-street representatives.
Key Performance Indicators (KPIs)
KPI CategoryKey Metrics
Sales Performance Secondary sales growth, target vs. achievement %, average order value (AOV)
Distribution ReachNumeric distribution (total outlets present), organic growth in active counters
Operational EfficiencyOutstanding payment receivables (DSO), inventory turn ratio, stock sell-through rate
Team ManagementTeam attrition rate, average sales per field officer
Key Skills & Qualifications
Industry Knowledge: Understanding of garment categories (menswear, womenswear, kidswear, ethnic vs. western, innerwear), seasonal booking cycles (Spring/Summer vs. Autumn/Winter), and trade margin structures.
Channel Expertise: Expertise in channel sales dynamics, distributor margin negotiation, and retail trade schemes.
Analytical Skills: Proficiency in analyzing sales data, stock-keeping unit (SKU)-level movement, and sales forecasting using CRM/SFA (Sales Force Automation) tools.
Education & Experience: Typically requires 1–7 years of experience in FMCG or FMCD sales, apparel trade, or retail sales management, paired with a bachelor's or master's degree in business/marketing.