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Key Responsibilities and Required Skills for Field Sales & Merchandising Representative

💰 $ - $

🎯 Role Definition

A Field Sales & Merchandising Representative is a frontline brand ambassador responsible for maximizing in-store sales, ensuring best-in-class merchandising and planogram compliance, executing promotions and product resets, and building strong retailer relationships across a defined territory. This role requires frequent store visits, accurate on-site audits, data-driven decisions, and effective communication with internal teams (sales, marketing, supply chain) to deliver distribution, on-shelf availability, and superior shopper experiences.

Key SEO keywords: field sales, merchandising representative, retail execution, planogram compliance, territory management, retail audits, promotional execution, SKU replenishment, brand activation.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Retail Sales Associate or Store Merchandiser transitioning to field-based merchandising.
  • Junior Sales Representative or Route Salesperson with territory exposure.
  • Brand Promoter or Events Representative moving into retail execution roles.

Advancement To:

  • Senior Field Sales Representative / Key Account Field Representative.
  • Account Manager or Retail Development Manager.
  • Regional Sales Manager or National Merchandising Manager.

Lateral Moves:

  • Category Specialist or Shopper Marketing Coordinator.
  • Trade Marketing or Visual Merchandising Specialist.

Core Responsibilities

Primary Functions

  • Execute daily and weekly store visits to a defined territory to achieve distribution KPIs, increase facings, and drive on-shelf availability for all assigned SKUs, using route planning and time-blocking to maximize coverage and efficiency.
  • Implement and maintain planogram and visual merchandising standards in retail outlets by installing displays, shelf tags, price labels, and point-of-sale (POS) materials to meet brand guidelines and retailer requirements.
  • Deliver flawless promotional execution at stores, including setting up temporary displays, merchandising promotional pallets, ensuring correct promotional pricing, and measuring promotional compliance and ROI after each campaign.
  • Conduct comprehensive in-store audits and store-scorecard checks (merchandising compliance, shelf share, stock levels, competitor activity) and report findings within required timelines using mobile merchandising apps or CRM systems.
  • Build and maintain professional relationships with store managers, department heads, and merchandisers to secure new display locations, improve shelf placement, and resolve stocking or compliance issues proactively.
  • Drive incremental sales through targeted selling activities at the store level: product education for retail staff, shopper demonstrations, cross-merchandising, and recommending incremental ordering based on demand signals.
  • Monitor and manage inventory and replenishment at store level by performing stock counts, identifying out-of-stocks, placing orders or alerts, and liaising with distribution centers to prevent lost sales.
  • Capture accurate retail data (price, POS availability, competitor pricing, promotional compliance, photos) during each store visit and enter into designated systems (Salesforce, Repsly, Zenput) to support analytics and merchandising decisions.
  • Plan and prioritize daily routes and appointments to optimize travel time and store coverage while maintaining required visit frequency and adherence to safety and travel policies.
  • Execute product launches and distribution expansion plans in-store by coordinating demo schedules, training retail staff on new items, and ensuring initial merchandising and stock allocation meet launch targets.
  • Conduct competitive intelligence gathering: document competitor shelf sets, in-store promotions, pricing, and new product introductions and provide actionable insights to the sales and marketing teams.
  • Resolve merchandising exceptions and non-compliance issues by negotiating with retailer staff, escalating supply chain or invoicing issues internally, and documenting corrective actions until closure.
  • Meet and exceed weekly and monthly sales and distribution targets by proactively working incremental opportunities, building pipeline at the store level, and tracking progress against KPIs.
  • Train, coach, and influence store personnel on product features, benefits, display maintenance, upsell opportunities, and consumer-facing promotional activities to ensure consistent brand presentation.
  • Prepare and submit high-quality field activity reports, photographic evidence, and compliance documentation in a timely manner to support performance reviews and trade promotion effectiveness analysis.
  • Ensure product integrity and brand safety at retail by verifying pricing accuracy, checking packaging and expiration dates when applicable, and reporting damaged or recalled items to the supply chain team.

Secondary Functions

  • Support ad-hoc field projects such as seasonal resets, mystery shop remediation, and retailer-specific merchandising programs by coordinating cross-functional resources and ensuring timely execution.
  • Assist with local inventory audits and shrinkage investigations as requested by store or distribution partners, including documenting findings and recommending corrective merchandising actions.
  • Provide input to marketing and category teams on in-store shopper behavior and display effectiveness to inform creative briefs and trade promotion design.
  • Participate in training sessions, weekly sales meetings, and monthly performance reviews to align on objectives, share best practices, and contribute field insights.
  • Maintain and troubleshoot handheld devices, tablets, and mobile merchandising applications; coordinate with IT to resolve data upload and syncing issues that affect reporting accuracy.
  • Represent the brand professionally at retailer and distributor meetings, trade shows, and community activation events when necessary, acting as the public-facing representative for the brand in the field.

Required Skills & Competencies

Hard Skills (Technical)

  • Territory management and route optimization to maximize store coverage and reduce travel overhead.
  • Retail merchandising and planogram implementation with demonstrated experience executing visual standards.
  • Point-of-sale (POS) auditing and retail execution reporting using tools such as Repsly, GoSpotCheck, Salesforce, or similar CRM/field-sales platforms.
  • Proficient data capture and reporting: mobile data entry, photo documentation, and submitting compliance reports on schedule.
  • Basic sales forecasting and replenishment coordination at the store level to minimize out-of-stocks.
  • Experience with planogram software or merchandising templates and executing shelf resets.
  • Proficiency with Microsoft Excel (pivot tables, VLOOKUPs), Google Sheets, and familiarity using mobile devices and apps for data entry.
  • Knowledge of category management principles and ability to recommend shelf space and assortment improvements.
  • Ability to read and interpret retail KPIs: distribution/ACV, facings, OSA (on-shelf availability), sell-through, and promotional uplift.
  • Hands-on experience with in-store merchandising tools: price guns, shelf tags, PDP installation, and point-of-sale material setup.
  • Familiarity with safety, compliance, and loss prevention practices relevant to store-level execution.
  • Competency in using navigation apps, scheduling platforms, and expense reporting tools.

Soft Skills

  • Strong communication and relationship-building skills for influencing store personnel and retail buyers.
  • High degree of self-motivation and the ability to work independently with minimal supervision in a field environment.
  • Exceptional organization and time-management skills to balance frequent travel, store visits, and administrative reporting.
  • Problem-solving mindset with an ability to diagnose on-shelf issues and recommend practical solutions quickly.
  • Attention to detail to ensure accurate merchandising, pricing, and compliance documentation.
  • Negotiation and persuasion skills to secure premium shelf space and resolve retailer objections.
  • Adaptability and resilience to manage shifting priorities, dynamic store environments, and varied retailer requirements.
  • Customer-service orientation with a focus on building partnerships that drive long-term retail performance.
  • Team player with the ability to collaborate cross-functionally (sales, supply chain, marketing) and share field insights.
  • Professional presentation and brand ambassador behavior in-store and at retailer meetings.

Education & Experience

Educational Background

Minimum Education:

  • High school diploma or equivalent; demonstrated retail or sales experience in lieu of formal education is acceptable.

Preferred Education:

  • Bachelor's degree in Business, Marketing, Retail Management, Supply Chain, or a related field.

Relevant Fields of Study:

  • Business Administration
  • Marketing
  • Retail Management
  • Supply Chain / Logistics
  • Consumer Behavior

Experience Requirements

Typical Experience Range: 1–4 years of direct field sales, retail merchandising, or consumer goods retail execution experience.

Preferred:

  • 2+ years in field sales or merchandising for consumer packaged goods (CPG), electronics, grocery, pharmaceuticals, or convenience channels.
  • Proven track record of meeting distribution and sales KPIs, planogram compliance, and executing multi-store promotional programs.
  • Experience working with major national and regional retailers and familiarity with retailer standards and compliance expectations.
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