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SHUBHAM GOYAL
Area Sales Manager | FMCG Sales & Marketing Leader
+91-8950298382 goyalshubham2302@gmail.com New Delhi, India linkedin.com/in/shubham-goyal
₹28 Cr+Annual Turnover ManagedColgate Dwarka & West Delhi
8,500+Retail Outlets CoveredGeneral & Modern Trade
+29%YTD Business GrowthTop unit contributor (15%)
1,000+GT Stores Onboarded₹60L/mo sales from zero
Executive Profile
Results-driven Sales & Marketing Leader with over 14 years of distinguished experience in FMCG sales, distribution networks, and regional P&L management across North India. Proven track record in scaling territory revenues (up to ₹28 Cr turnover), leading 25+ member cross-functional teams, orchestrating multi-channel GT/MT go-to-market strategies, and launching high-growth products from ground zero. Adept at trade spend optimization (+20% CM2 profitability), distributor ROI enhancement, and instituting world-class in-store execution standards.
Core Competencies & Domain Expertise
P&L ManagementGo-to-Market (GTM) StrategyGeneral Trade (GT) DistributionModern Trade (MT) Key AccountsDistributor & Stockist ROITrade Promotions & Spends OptimizationSales Forecasting & BudgetingVendor Managed Inventory (VMI)New Product Launches (NPD)New Market PenetrationPlanogram Compliance & Share of ShelfCross-functional Team LeadershipTerritory ManagementNumeric & Weighted DistributionField Coaching & DSR MentoringB2B Commercial Negotiations
Professional Work Experience
Area Sales Manager
•Varun Beverages Limited (Pepsi)📍 Haryana Unit, India💼 Top Unit Contributor (15%)👥 Team: 7 Customer Executives🌐 General Trade Territory (8,500+ Outlets)
- Directly led and coached a high-impact team of 7 Customer Executives, overseeing comprehensive General Trade operations across 8,500+ retail accounts.
- Delivered +29% YTD business growth, establishing the territory as the single highest revenue contributor (15%) to the entire Unit's performance.
- Appointed and onboarded 3 new high-capacity distributors within the first 90 days, closing white spaces and boosting market penetration.
- Drove product-line accelerations: +35% volume surge in Mountain Dew, +14% growth in flagship Pepsi, and +25% expansion in the Premium beverage portfolio via targeted retail visual displays and promotional drives.
Sales Manager - North Region
•Perfora📍 Delhi NCR, Chandigarh, Jaipur, J&K💼 ₹60 Lacs Monthly (from scratch)👥 Team: 4 Sales Officers, 3 TSIs & 20 Promoters🌐 North Region (Delhi NCR, Punjab, Rajasthan, J&K)
- Spearheaded P&L management for the entire North Region, architecting commercial go-to-market strategies that maintained +20% CM2 profitability.
- Built regional operations from scratch by recruiting, training, and managing 4 Sales Officers, 3 TSIs, and 20 in-store brand promoters.
- Expanded numeric distribution by onboarding 1,000+ General Trade retail counters in under 24 months, achieving ₹60 Lacs monthly recurring turnover from scratch.
- Forged strategic partnerships and listed products across key regional Modern Trade chains including Modern Bazaar, Rajmandir, Sodhi's, BKD, and DJT.
- Instituted disciplined sales forecasting, trade spend governance, and promotional ROI tracking, resulting in superior shelf visibility and sell-through rates.
Senior Customer Development Executive
•Colgate Palmolive📍 Delhi NCR & Haryana💼 ₹28 Cr Annual Turnover👥 Team: Up to 20 SSMs & 5 Merchandisers🌐 Dwarka, Delhi West, Karnal, Panipat, Sonipat
- Managed flagship retail clusters: Dwarka (₹28 Cr turnover, 5,000 outlets), Delhi West (₹24 Cr, 5,500 outlets), and GT Belt Panipat/Sonipat (₹22 Cr, 6,000 outlets).
- Streamlined stockist operations and implemented Vendor Managed Inventory (VMI) with strict SKU-level safety stock adherence, lowering stockouts by 30%.
- Significantly enhanced distributor ROI through working-capital optimization, disciplined credit cycles, and targeted incentive structures.
- Executed rigorous planogram compliance, achieving record share-of-shelf gains and winning the prestigious regional 'Toothbrush Ka Raja' championship.
- Led target planning and daily field rhythms for 20+ Sales & Stockist Merchandisers (SSMs), expanding direct distribution reach across high-margin oral care SKUs.
Customer Executive
•PepsiCo India Holdings Pvt Ltd📍 Panchkula & Kalka, India💼 ₹14 Cr Annual Turnover👥 Team: 6 PSRs🌐 Panchkula & Kalka
- Managed territory sales operations generating ₹14 Cr annual revenue, leading a field force of 6 Primary Sales Representatives (PSRs).
- Optimized urban beverage route-to-market distribution, maintaining 98%+ order fulfillment during peak summer demand surges.
Sales Officer
•Ferrero India Pvt Ltd📍 Hisar, Rohtak, Bhiwani, Sirsa, Rewari💼 ₹6 Cr Annual Turnover👥 Team: 4 DSRs & 3 PSRs🌐 5 Key Districts in Haryana
- Directed sales operations across 5 Haryana districts with 3 Distributors and 2 Super Stockists, driving ₹6 Cr annual revenue.
- Executed premium confectionery product launches (Kinder, Tic Tac, Rocher) with strict cold-chain and merchandising standards, expanding coverage by 25%.
Sales Officer
•Unicharm India Pvt Ltd📍 Hisar & North Haryana💼 ₹8 Cr Annual Turnover👥 Team: 3 DSRs, 2 PSRs🌐 Hisar, Sirsa & Kaithal
- Managed distribution and field sales across 3 key districts generating ₹8 Cr turnover via 3 Distributors and 1 Super Stockist.
- Spearheaded primary and secondary sales drives for personal hygiene brands, aggressively expanding rural sub-stockist numeric reach.
Key Commercial Achievements & Contest Honors
Hustler of the Year Award (2024)
Top Performer 2024Conferred annual leadership award for exceptional commercial agility, zero-to-one territory setup, and aggressive revenue scaling.
Toothbrush Ka Raja Winner (Q1 2023)
1st Place North IndiaSecured 1st place in Colgate North India sales competition for highest oral care volume conversion and planogram dominance.
Promotional & Display Cost Optimization
15% Cost ReductionRe-engineered promotional point-of-sale allocations and vendor spends, slashing FY23-24 trade expenditures by 15% without sacrificing visibility.
52% Smile Store Conversion (Delhi West, 2022)
52% Conversion RateTransformed traditional retail accounts into high-visibility Colgate branded Smile Stores, recording a landmark 52% conversion rate.
Mission Vistaar Outlets Addition
1,500+ Outlets AddedAdded 1,500 new active FMCG retail accounts within 90 days during the Panipat expansion drive.
Colgate Gurukul Connect & PDC Selection
Top 5% Talent PoolSelected into executive leadership fast-track 'Gurukul Connect' and represented North Branch in Professional Development Committee (PDC).
Education
MBA / PGDM | Marketing & Sales Strategy
Vaish College of Education, Rohtak
Bachelor of Commerce (B.Com) | Commerce & Financial Accounting
Govt College, Gohana
Languages: English (Professional) • Hindi (Native)
Strategic Interests: Competitive Chess (Strategic Planning) • FMCG Market Research • Field Sales Mentoring & Youth Coaching