Sales Capability Manager

Role: Sales Capability Manager

Role Purpose

The Capability Manager is responsible for building a high-performance, sales-ready frontline organization across General Trade, Modern Trade, and Emerging Channels in the Beverages business. The role focuses on strengthening sales capability, commercial excellence, market execution readiness, and category-specific interventions, ensuring teams can deliver revenue, distribution, and execution objectives at scale.

Key Responsibilities

1. Sales Capability Development

• Design & roll out structured capability programs for CSO, ASE, ASM, SM, and Distributor teams.
• Create learning journeys across Product Knowledge, Market Execution, RTM, DMS usage, Profit Selling Stories, and Perfect Store standards.
• Conduct regional capability assessments to benchmark skill gaps and plan targeted interventions.

2. Onboarding & Readiness Framework

• Lead capability tracks under Induction (SPRING) and RiseUP development programs for frontline and manager roles.
• Build role-specific playbooks, standard operating procedures, and competency models.

3. Category-Centric Capability (CSD, Energy, Water, Juices)

• Partner with category teams to create dedicated activation and selling capability modules, including:
• Energy Drink sampling, pricing & objection handling
• Water & Juice portfolio storytelling
• Premium pack/channel-specific execution
• Enable specialised workforce readiness (Energy ASEs, Key Account teams, dedicated promoters).

4. Sales Process Standardization & Market Execution Excellence

• Define and embed Golden Behaviours for market execution:
• Outlet onboarding, cooler placement, visibility standards, order-taking, route planning, DMS compliance.
• Drive Perfect Store audits, market coaching, and continuous improvement cycles.

5. Capability Content & Digital Enablement

• Build digital modules, micro-learning content, quizzes, and simulation-based learning for frontline teams.
• Partner with HR, L&D, IT and Sales for LMS adoption and capability tracking dashboards.

6. Cross-Functional Collaboration

• Work closely with Sales, Trade Marketing, Commercial, RTM, Supply Chain, HRBP teams to ensure end-to-end execution readiness.
• Support SBU priorities like Season Readiness, Mega Drives, New Product Launches, and Distribution Expansion through capability interventions.

7. Performance Measurement & Reporting

• Track capability impact through defined KPIs such as:
• Sales productivity improvement
• Execution scorecards
• Training coverage & assessment scores
• Distributor ROI improvement indicators
• Present capability insights, heatmaps, and action plans in reviews with leadership.

Key Competencies

• Strong understanding of FMCG beverages sales ecosystem – GT/MT/Wholesale/RTM.
• Expertise in sales training, coaching, and capability frameworks.
• Structured thinking and content creation capability.
• Strong stakeholder management and facilitation skills.
• High execution orientation and ability to work across geographies.
• Analytical ability to interpret sales KPIs and capability impact data.