Sales Data Analyst

MAIN RESPONSIBILITIES / TASKS

• The purpose of this role is to support the Sales and Commercial teams through the analysis, management, and optimization of Sales Force Automation (SFA) data and reporting. The role is responsible for transforming sales and field execution data into actionable insights that drive business performance, improve sales productivity, enhance route-to-market effectiveness, and support strategic decision-making.
• The Data Analyst will oversee the integrity, reporting, adoption, and continuous improvement of the SFA platform while identifying opportunities, trends, risks, and performance gaps across customers, territories, products, and field sales activities : 

Sales Force Automation Reporting & Analytics

• Manage and maintain all SFA dashboards, reports, and analytics tools.
• Compile, analyze, and distribute weekly and monthly sales performance reports.
• Monitor field sales execution KPIs and provide actionable recommendations to management.
• Support Sales Leadership with ad hoc reporting requirements and business performance analysis.
• Develop automated reporting solutions to improve data visibility and decision-making.

Data Analysis & Business Insights

• Analyze sales, customer, outlet, territory, and product performance data to identify trends and opportunities.
• Monitor sales targets versus actual achievement and provide variance analysis.
• Identify underperforming territories, customers, and product categories requiring intervention.
• Conduct root-cause analysis on sales performance challenges and propose corrective actions.
• Generate insights that support revenue growth, customer acquisition, market penetration, and distribution expansion.

SFA System Management

• Ensure data accuracy, completeness, and integrity within the SFA platform.
• Support user onboarding, training, and adoption of SFA tools.
• Monitor compliance with sales processes and field execution standards captured through the SFA system.
• Assist with system enhancements, testing, and implementation of new functionalities.
• Manage master data updates for customers, products, routes, territories, and sales hierarchies.

Field Sales Execution Analysis

• Analyze call cycle compliance, route adherence, visit productivity, and coverage metrics.
• Track distribution, availability, visibility, and execution KPIs across sales channels.
• Monitor promotional execution and campaign effectiveness through field sales data.
• Develop scorecards and performance dashboards for sales representatives, supervisors, and managers.
• Identify optimization opportunities within field sales operations.

Stakeholder Support

• Partner closely with Sales Management, Commercial Excellence, Marketing, Trade Marketing, and IT teams.
• Provide ongoing analytical support for sales initiatives, promotions, and commercial projects.
• Support customer and channel performance reviews with data-driven insights.
• Present findings and recommendations to relevant stakeholders.

Continuous Improvement

• Identify opportunities to improve reporting efficiency and automate manual processes.
• Develop new dashboards and business intelligence solutions using available analytical tools.
• Recommend enhancements to data collection, reporting methodologies, and SFA system utilization.
• Support digital transformation initiatives within the commercial organization.

Key performance Indicators

Data Analysis & Business Insights

• Analyze sales, customer, outlet, territory, and product performance data to identify trends and opportunities.
• Monitor sales targets versus actual achievement and provide variance analysis.
• Identify underperforming territories, customers, and product categories requiring intervention.
• Conduct root-cause analysis on sales performance challenges and propose corrective actions.

QUALIFICATIONS

• Bachelor's Degree in Business Management, Data Analytics, Business Analytics, Information Systems, Commerce, Marketing, or related field.
• Minimum 2-3 years' experience in Data Analytics, Sales Analytics, Commercial Excellence, or Sales Operations within FMCG
• Experience working with Sales Force Automation systems
• Advanced Microsoft Excel and Power BI skills.
• Experience with SQL, data visualization, and business intelligence tools advantageous.

Knowledge, Skills, Competencies

  R= Required              D= Desired

Required

• Strong analytical and problem-solving skills.
• High proficiency in Microsoft Excel, Power BI, and data reporting tools.
• Strong understanding of sales processes and sales performance metrics.
• Ability to interpret large datasets and convert findings into actionable insights.
• Strong attention to detail and data accuracy.
• Excellent communication and presentation skills.
• Ability to work with cross-functional teams and senior stakeholders.
• Strong planning, organizational, and time management skills.
• Ability to work independently while managing multiple priorities.

Desired

• Experience with CRM and Sales Force Automation platforms.
• Knowledge of data warehousing and SQL query development.
• Experience in route-to-market and field sales analytics.
• Understanding of FMCG sales execution metrics.
• Curiosity and passion for driving business improvement through data.
• Experience with AI-driven analytics and predictive reporting tools.