Route Developer

Job Description

The Route Developer is responsible for building and developing new distribution routes through a last mile delivery model. The role focuses on uplifting stock from appointed stockists, driving direct sales to retail outlets, expanding distribution, and establishing sustainable routes that can eventually be transitioned and managed by the stockist and their sales team.

Key Responsibilities

• Route Development & Expansion - Identify, create, and develop new sales routes within assigned territories.
• Open new outlets and build a strong and sustainable customer base.
• Establish structured call cycles and coverage plans for all active outlets.
• Prepare routes for eventual handover to the stockist team.

• Stock Uplift & Distribution - Uplift stock from the appointed stockist to support daily route operations.
• Ensure optimal stock availability to meet route demand and avoid stock-outs.
• Maintain accountability and reconciliation of all stock handled.

• Sales Execution (Last Mile Delivery) - Sell directly to retail outlets across the route using a van sales / last mile model.
• Achieve daily, weekly, and monthly sales targets.
• Drive product penetration, assortment, and visibility across all outlets.

• Customer Development & Relationship Management - Build strong relationships with retailers and key decision-makers.
• Educate customers on product range, pricing, and promotions.
• Gather market intelligence on competition, pricing, and demand trends.

• Commercial Execution - Implement pricing, promotions, and trade activities in line with company guidelines.
• Ensure consistent execution of visibility and merchandising standards.
• Support product launches and in-market activations.

• Route Handover & Sustainability - Develop routes to a level of stability, profitability, and operational efficiency.
• Document route plans, outlet coverage, and performance metrics.
• Facilitate smooth handover of developed routes to the stockist and their team.

• Reporting & Controls - Track daily performance against KPIs and report accordingly.
• Maintain accurate sales, stock, and collection records.
• Ensure compliance with company policies and operational procedures.

Key Performance Indicators (KPIs)

• Minimum 35 calls per day
• Weekly coverage of 192 outlets
• Sales productivity (conversion of calls to sales)
• Strike rate (productive calls vs total calls)
• Lines per Productive Call (LPPC)
• Revenue achievement per route and SKU mix
• Outlet growth and route expansion
• Successful development and handover of sustainable routes

Qualifications & Experience

• O level Certification, or Diploma in Business, Sales, Marketing, or related field.
• 2–4 years’ experience in FMCG sales, van sales, or route-to-market execution.
• Experience in last mile distribution or route development is highly preferred.
• Strong selling and negotiation skills.
• High level of personal drive, ownership, and accountability.
• Good planning and route management capability.
• Strong numerical and stock management discipline.
• Excellent interpersonal and customer relationship skills.