Job Description
Executive – DMS & SFA
Department: Sales / Sales Operations
Designation: Executive – DMS & SFA
Location: Mumbai
Reporting To: Manager – Sales Operations / Sales Excellence
Industry: FMCG / Consumer Goods/Personal Care
Job Purpose
To support the effective implementation, administration, and day-to-day operations of the Distributor Management System (DMS) and Sales Force Automation (SFA) platforms. The role will ensure accurate data management, system adoption, user support, reporting, and coordination with Sales, IT, distributors, and technology partners to enable efficient sales operations and data-driven decision-making.
Key Responsibilities
1. DMS & SFA Operations
Manage day-to-day operations of DMS and SFA applications.
Ensure timely and accurate creation/update of distributor, retailer, salesperson, product, and territory master data.
Monitor system transactions including orders, invoices, stock, sales, claims, collections, and returns.
Ensure smooth integration and flow of data between DMS, SFA, ERP, and other relevant systems.
Track system usage and identify gaps in adoption.
2. User Support & Issue Resolution
Provide first-level support to Sales teams, distributors, and field users for DMS/SFA-related issues.
Coordinate with IT teams and external technology vendors for issue resolution.
Track system-related issues and ensure timely closure.
Conduct basic troubleshooting and guide users on system processes.
3. Data Management & Reporting
Maintain data accuracy and integrity across DMS and SFA platforms.
Generate daily, weekly, and monthly reports related to sales, orders, productivity, outlet coverage, stock, and secondary sales.
Prepare MIS and dashboards for Sales and Management review.
Analyse system data and highlight exceptions, gaps, and trends to stakeholders.
Support reconciliation of DMS/SFA data with ERP and other business reports.
4. Sales Force Automation
Monitor field-force activities such as beat planning, outlet coverage, productive calls, order booking, and attendance/visit tracking.
Track key SFA productivity parameters and share performance reports with the Sales team.
Support configuration of sales hierarchies, territories, beats, routes, and user access.
Assist in improving field-force adoption and effective utilization of SFA functionalities.
5. Distributor Management
Support distributor onboarding and system setup.
Coordinate with distributors to ensure timely and accurate data updates.
Monitor distributor transactions and system compliance.
Support reconciliation of distributor sales, stock, orders, and claims.
Identify data discrepancies and coordinate with concerned stakeholders for resolution.
6. Training & System Adoption
Conduct training and refresher sessions for Sales users and distributors.
Prepare user guides, SOPs, and process documentation.
Support new-user onboarding and system familiarization.
Drive awareness and adoption of new system features and processes.
7. Coordination & Process Improvement
Work closely with Sales, Sales Operations, IT, Finance, Supply Chain, and external vendors.
Participate in DMS/SFA implementation, upgrades, testing, and UAT activities.
Suggest process and system improvements to improve sales productivity and data accuracy.
Support automation of recurring reports and manual processes.
Key Performance Indicators (KPIs)
DMS/SFA data accuracy and completeness
System adoption and active user percentage
Timely resolution of system issues
Distributor onboarding and system compliance
SFA field-force productivity and usage
Accuracy and timeliness of MIS/reporting
Master data accuracy
Successful implementation of system enhancements
Reduction in manual processes and data discrepancies
Educational Qualification
Bachelor's degree in Business Administration, Commerce, Computer Applications, IT, or a related field.
MBA/PGDM in Sales, Operations, Business Analytics, or related field would be an advantage.
Experience
3–6 years of experience in DMS, SFA, Sales Operations, Sales MIS, Business Operations, or a similar role.
Experience in FMCG / Consumer Goods / Distribution industry preferred.
Required Skills
Good knowledge of MS Excel and data analysis.
Understanding of DMS, SFA, ERP, CRM, or sales technology platforms.
Strong analytical and problem-solving skills.
Good communication and coordination skills.
Ability to work with large volumes of data.
Good understanding of sales/distribution processes.
Ability to troubleshoot system/process-related issues.
Good stakeholder management skills.
Attention to detail and accuracy.
Willingness to learn new technologies and business applications.
Preferred Skills
Experience with Power BI / Dashboarding.
Knowledge of ERP systems such as SAP.
Experience in distributor management and secondary sales data.
Knowledge of mobile-based Sales Force Automation applications.
Basic understanding of APIs/system integrations would be an advantage.
Key Stakeholders
Sales Team
Sales Operations / Sales Excellence
IT / Digital Team
Finance
Supply Chain
Distributors
DMS/SFA Technology Partners
Senior Management
Competencies
Analytical Thinking
Problem Solving
Stakeholder Management
Process Orientation
Data Management
Communication
Ownership & Accountability
Attention to Detail
Technology Orientation
Customer/Distributor Focus