Rana's CV
Rana Sudhanshu
National Sales Manager | Sales & Strategy
Profile summary
Strategic National Sales Manager with twenty-four years shaping sales and strategy outcomes across 14 organizations. Known for building distribution networks, commercial ecosystems, and channel expansion. Committed to driving revenue growth and market entry across retail, HoReCa, and e-commerce segments.
Career highlights
Commercial Ecosystem Development: Built the entire commercial and go-to-market ecosystem from ground zero for Vivalicious International Foods, establishing nationwide team structures and channel operations.
Distribution Network Scaling: Established a nationwide distribution network consisting of 200 distributors and 10 super stockists from the ground up for Goeld Frozen Foods.
Modern Trade and E-Commerce Revenue: Delivered 10.8 Cr combined annual turnover across Modern Trade and E-Commerce channels while directing a portfolio of regional accounts at Sumeru Foods.
Channel Growth Strategy: Grew Modern Trade to 70% of total business contribution while scaling E-Commerce and HoReCa channels at Y-Cook India.
Key skills
Professional experience
Defines commercial strategy and steers nationwide operations across HoReCa, B2B, and Quick-Commerce channels. Coordinates cross-functional departments to align execution with organizational goals and maintain operational scalability.
- Architected the complete go-to-market ecosystem from ground zero, establishing the foundational commercial framework.
- Built a nationwide team structure to support channel operations.
- Managed end-to-end responsibility for HoReCa, B2B, and Quick-Commerce channels.
- Executed business planning and roadmap development to connect operational execution with strategic goals.
- Partnered with cross-functional departments to maintain smooth and scalable operations.
Directed sales strategy and execution across retail and HoReCa segments while steering market analysis, budget allocation, and discount structures. Managed team leadership and account management to acquire and expand multi-location chains and large institutional accounts.
- Built a nationwide distribution network consisting of 200 distributors and 10 super stockists from the ground up to solidify brand position in the frozen foods market.
- Initiated trade marketing activities including trade expos, customer meets, and promotions to drive sustainable growth in the Retail and HoReCa segment.
Shaped the New Commerce HoReCa distribution channel, directing growth across assigned territories while forecasting financial targets and aligning closely with Category Managers and Territory Managers to track productivity.
- Built the New Commerce and HoReCa distribution channel, establishing new accounts and ensuring proper implementation of distribution norms.
- Forecasted quarterly, half yearly, and annual numbers, driving the team to hit revenue and profitability goals.
- Ran periodic business reviews with Territory Managers and coordinated with Category Managers on product availability, listing, and pricing.
Reported directly to executive leadership while directing cross-functional trade operations. Guided frozen category expansion spanning Modern Trade channels and digital platforms.
- Delivered 10.8 Cr combined annual turnover across Modern Trade and E-Commerce channels during 2021 and 2022.
- Maintained fill rates and account planning schedules through regular contact with key decision makers across regional accounts.
- Expanded modern trade to 70 percent of total business contribution while scaling digital commerce and hospitality channels.
- Built distribution strategy and expanded reach by onboarding new distributors and acquiring new accounts.
- Built promotional campaign strategies and cost efficient execution programs based on customer, competitive, and industry analysis.
- Managed the marketing budget to execute strategies and sales plans across business segments.
- Won the Best Performer award three consecutive years for operational execution within the region.
- Built new distributor setups across the Delhi NCR region.
- Delivered 2.5 Cr business volume.
- Developed West Delhi coverage for ACT II, resulting in 73% YoY growth on a 36 Lakh turnover.
- Executed retail expansion plans across designated territory sectors.
- Generated ₹28 Lakh in business by driving HoReCa sales for Kissan and Knorr across Delhi NCR, Punjab, Lucknow, and Jaipur.
- Executed targeted client acquisition and account management strategies across designated regional markets to expand brand footprint.
- Maintained station sanitation and food safety standards according to hotel policies during 2004 and 2005 shifts.
- Executed food preparation tasks assigned by senior kitchen staff for banquet and restaurant service.
- Delivered business volume through direct management of regional sales networks.
- Built new distributor setups to support expansion across designated territories.
- Prepared ingredients and executed station setup tasks for daily service periods.
- Maintained sanitation standards and compliance across food preparation areas.
- Studied core digital marketing concepts to support international market expansion efforts.