Vivek Arora

National Sales Leader | 22+ Years in FMCG Sales, Distribution, and GTM Strategy.

National Sales

Manager with 22+ years' experience in GT, MT and Ecom sales Leadership across Personal Care and Food in category leading MNCs, Indian Majors and startups. Strong expertise in Go-To-Market (GTM) strategy, GTM implementation, and building scalable Route-to-Market (RTM) models across India. Worked with Blue-Chip organizations Built and managed national sales teams and processes for growth and efficiency, winning steady career progression and recognition for leadership and results.

Category expertise in Chocolate, Snacking, Beverages, Confectionary and Frozen Foods. Long personal and professional relationships with distributors and channel partners.

National Sales Manager at Shivanika Foods (BlueTribe/ Klaw) (2024-04 – Present)

Architecting and executing the National sales strategy for Frozen (BlueTribe) and Snacking (Klaw) categories, driving sustainable revenue growth and profitability. Directing and mentoring regional sales leadership teams across General Trade and Modern Trade, fostering a high-performance culture and team capabilities. Leading distribution expansion initiatives, optimizing market coverage and ensuring uninterrupted product availability in strategic channels.

Working with marketing & trade teams to launch new products, design promotional campaigns, implement trade marketing programs, maximizing brand penetration. Analyzing market dynamics and the competitive landscape, translating insights into strategic growth opportunities and enhanced sales effectiveness.

• Successfully launched snacking category, contributing to a 5X increase in revenue.
• Expanded distribution network to include 7,000+ outlets, enhancing market reach.
• Established strategic partnerships with key retailers, enhancing brand visibility and driving collaborative promotions for an increase in consumer engagement.

DGM | Zone Sales Manager – North Zone at Hershey's India Pvt. Ltd. (2017-04 – 2024-03)

Directed a cross-functional team of 5 ASMs, 25 Sales Officers, and 1 MIS Executive, orchestrating sales operations across Delhi/NCR, Punjab, Rajasthan, HP, UK, AND UP. Owned budget planning, sales forecasting, and performance reporting. Redesigned the Route-to-Market (RTM) strategy for North India, enhancing market penetration and correcting distribution gaps.

Drove sales administration, distributor management, marketing campaigns (ATL/BTL), and merchandising, driving operational excellence. Built and strengthened the distributor network, resolving operational issues, and ensuring deeper market coverage. Leveraged field insights to upgrade visibility platforms and deploy category management strategies, boosting market share and ROI.

• Led Cross-Functional Team (CFT) for the Gifting portfolio.
• Delivered rapid offtake growth via POS execution and Hot Zone initiatives.
• Revamped RTM model for North India, improving overall market share.

Field Sales Manager – Delhi NCR at Red Bull India Ltd. (2015-05 – 2017-04)

Directed all sales channels (GT, MT, On-Premise) across Delhi NCR, consistently delivering annual sales targets and managing promotional budgets. Formulated and executed customer business plans for General and Modern Trade. Created and rolled out sales incentive programs for distributor teams, ensuring channel-specific target achievement.

• Achieved an increase in sales volume through targeted sales strategies.
• Enhanced distributor performance by implementing a structured training program, improving overall sales effectiveness across the region.

Area Sales Manager – Delhi Metro at Cavinkare Pvt. Ltd. (2014-01 – 2015-05)

Supervised a team of 7 Sales Officers, steering primary and secondary sales across Personal Care and Foods divisions. Drove training and capability-building initiatives for distribution partner's field force.

• Orchestrated "CKMAX" business integration project.

Senior Customer Marketing Executive – North at Mondelez India Ltd. (Cadbury) (2013-01 – 2014-12)

Accelerated market share growth by applying the 5Ps (Product, Price, Place, Promotion, People) at point-of-sale, enhancing shopper conversion. Augmented trade and market promotions, upholding ethical business standards.

• Established Standard Operating Procedures (SOPs) for Point-of-Buying (POB) deployment, streamlining operational consistency.
• Achieved Best in Class execution across the nation, improving Perfect Store placement by 43%.
• Recorded the highest Visicooler growth in India at 40%.
• Earned the top Compliance Audit Score for investment outlets.

Senior Sales Officer – Modern Trade & NCD – Delhi at Cadbury India Ltd. (2011-01 – 2012-12)

Drove Modern Trade and National Distributors (NCD) operations in Delhi, consistently meeting monthly sales targets. Developed and maintained strong Key Account relationships, ensuring strict adherence to company standards.

Senior Sales Officer – Traditional Trade – Delhi & West UP at Cadbury India Ltd. (2004-04 – 2010-12)

Managed a Business turnover of ₹32 Crore, accounting for 22% of Delhi's sales. Drove the selection, training, and development of distributors and their field force. Designed a RTM process for route list merging, adding 3,000+ new outlets in Delhi.

Post Graduate Diploma in Computer Applications in Computer Applications – IGNOU University (2002 – 2002)

Bachelor of Science in Science – Rohtak University (2000 – 2000)