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Key Responsibilities and Required Skills for Retail Sales & Merchandising Representative

💰 $ - $

RetailSalesMerchandisingField Marketing

🎯 Role Definition

The Retail Sales & Merchandising Representative is a customer-facing field role responsible for executing in-store merchandising, driving point-of-sale activation, and delivering superior retail execution to maximize category sales and brand presence. This role blends hands-on planogram implementation, promotional compliance, inventory management, and retailer relationship building to achieve sales targets and provide actionable retail intelligence.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Retail Sales Associate or Sales Floor Representative
  • In-store Merchandiser or Stocking Associate
  • Route Sales / Brand Ambassador

Advancement To:

  • Senior Retail Merchandising Representative / Area Merchandiser
  • Retail Field Supervisor or Retail Sales Manager
  • Category Manager or Account Manager

Lateral Moves:

  • Visual Merchandiser
  • Shopper Marketing Specialist
  • Inventory/Stock Analyst

Core Responsibilities

Primary Functions

  • Conduct daily store visits to execute merchandising plans, ensure planogram compliance, and optimize shelf placement to increase product visibility and drive category sales.
  • Implement promotional and seasonal displays on schedule, verifying POS materials, shelf tags, and promotional pricing are accurate and properly positioned.
  • Develop and maintain strong relationships with store managers, buyers, and retail staff to influence product placement, promotional timing, and in-store support.
  • Perform retail audits and scan-based merchandising checks to ensure on-shelf availability, correct facings, and accurate pricing, documenting findings in mobile reporting tools.
  • Monitor inventory levels on the sales floor and in backrooms, coordinate with store staff on replenishment, and provide actionable recommendations to prevent out-of-stock situations.
  • Execute new product introductions and rollouts in assigned stores, including display build-outs, SKU transitions, and staff education on features and selling points.
  • Capture high-quality, timestamped in-store photos and detailed notes to validate execution and provide visual proof-of-performance for regional managers and brand teams.
  • Use a Sales Force Automation (SFA) app or CRM to log calls, update store statuses, submit planogram compliance scores, and track competitive activity.
  • Conduct price checks and competitive benchmarking during store visits, reporting competitor promotions, pricing, and assortment changes to support pricing strategy.
  • Achieve weekly and monthly sales targets for assigned territories through upselling, cross-selling, and targeted in-store merchandising initiatives.
  • Train retail staff and store teams on product features, merchandising standards, stock rotation, and promotional selling techniques to drive conversion and sell-through.
  • Analyze basic shelf-level sales data and POS reports to identify opportunities for category growth, planogram adjustments, and improved space allocation.
  • Coordinate with logistics and distribution teams to ensure timely delivery of POP materials, promotional items, and replacement stock for retail activations.
  • Maintain compliance with retail standards and safety policies while assembling displays, handling heavy merchandise, and operating store equipment during execution.
  • Participate in retail reset projects and large-format display installations, ensuring completion to brand standards and within specified timeframes.
  • Execute inventory reconciliations and cycle counts as requested by store management to support shrink reduction and accurate inventory reporting.
  • Provide detailed weekly reports summarizing in-store observations, merchandising compliance, sales impact of promotions, and recommended corrective actions.
  • Serve as the frontline brand ambassador during customer interactions, resolving product issues, collecting shopper insights, and relaying feedback to merchandising and marketing teams.
  • Drive continuous improvement by proposing process improvements for retail execution, merchandising workflows, and field reporting to increase efficiency and ROI.
  • Manage territory routing and time management to maximize store coverage, balance visit frequency, and minimize travel time while maintaining high execution standards.
  • Ensure all planograms, shelf tags, and fixture placements meet retailer and brand guidelines, escalating discrepancies to the category manager when necessary.
  • Support loss prevention initiatives by monitoring shrink risks at the shelf level and recommending secure merchandising or packaging solutions.

Secondary Functions

  • Support ad-hoc promotional projects and cross-functional campaigns with marketing, trade marketing, and sales teams to ensure cohesive in-store execution.
  • Collect and synthesize shopper intelligence, competitor merchandising strategies, and local market trends to inform regional merchandising plans.
  • Assist in maintaining an accurate digital library of store photos, planograms, and merchandising guidelines for consistent reference across the field team.
  • Participate in regular training sessions and product launch meetings to stay current on product features, merchandising updates, and sales tools.
  • Coordinate with wholesale and distributor partners to align on product placement, promotional calendars, and inventory flow to stores.
  • Provide input into merchandising calendars and promotional timetables based on real-time store feedback and seasonal demand signals.
  • Help track and reconcile merchandising assets and POP inventory (stands, signage, demo units) assigned to territory.
  • Offer mentorship to junior merchandisers or temporary brand ambassadors during high-volume promotional periods.

Required Skills & Competencies

Hard Skills (Technical)

  • Planogram implementation and retail execution expertise (planogram reading, fixture placement, facings management).
  • Strong experience with Sales Force Automation (SFA) and mobile reporting tools (e.g., Repsly, GoSpotCheck, FieldAware).
  • Proficiency with POS systems and understanding of point-of-sale data to identify sell-through and stock issues.
  • Advanced Microsoft Excel skills for basic sales and inventory analysis (pivot tables, VLOOKUP/XLOOKUP, simple dashboards).
  • Inventory management and cycle-count experience to support stock accuracy and shrink reduction.
  • Experience with retail audits, mystery shops, and compliance scorecards to validate execution performance.
  • Familiarity with category management concepts, space planning, and merchandising metrics (sell-through, velocity).
  • Use of digital photography and image documentation standards for proof-of-performance submissions.
  • CRM usage for account updates, visit logging, and follow-up task management.
  • Basic knowledge of SKU-level reporting and POS data interpretation to create actionable in-store recommendations.
  • Experience coordinating with logistics/distribution for POP and stock replenishment.

Soft Skills

  • Exceptional interpersonal and relationship-building skills to influence store personnel and retail decision-makers.
  • Strong communication skills (verbal and written) tailored to both store teams and corporate stakeholders.
  • Highly organized with excellent time management and territory planning capabilities.
  • Problem-solving and analytical mindset to translate store observations into measurable retail improvements.
  • Attention to detail to guarantee merchandising accuracy, pricing, and promotional compliance.
  • Resilience and adaptability to work independently in fast-paced retail environments and changing store conditions.
  • Customer-centric orientation with a focus on enhancing shopper experience and conversion at point of sale.
  • Persuasive negotiation skills to negotiate shelf space, display locations, and promotional placements.
  • Team player who collaborates cross-functionally with marketing, sales, and supply chain teams.
  • Self-motivated, results-driven with a track record of meeting or exceeding sales and execution KPIs.

Education & Experience

Educational Background

Minimum Education:

  • High school diploma or equivalent.

Preferred Education:

  • Bachelor's degree in Business Administration, Marketing, Retail Management, or Supply Chain Management.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Retail Management
  • Supply Chain / Logistics
  • Merchandising

Experience Requirements

Typical Experience Range: 1–5 years of combined retail sales, in-store merchandising, or field sales experience.

Preferred:

  • 2–4 years of experience in retail merchandising, field sales, or brand execution, preferably with experience executing planograms, promotions, and retail audits in grocery, drug, or mass channels.
  • Demonstrated success with retail execution tools (SFA/CRM), basic POS data interpretation, and documented proof-of-performance reporting.
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