Indirect Channel Account Developer

Job Title

Indirect Channel Account Developer

Reports To

Lubricants Indirect Channel (B2C) Field-Based Account Manager

Department

Lubricants

Duty Station

Field Based

Job Summary

The Indirect Channel Account Developer is responsible for driving sales growth, market expansion, and customer development within the assigned lubricants indirect channel territory. The role focuses on strengthening distributor performance, expanding customer coverage, improving product availability, executing route-to-market strategies, and delivering sales targets while ensuring excellent customer experience and compliance with HSSE and company standards.

Key Deliverables

Achieve assigned Shell Lubricants sales volumes, revenue, and market growth targets within the allocated distributor territory.
Develop and maintain strong relationships with distributors, retailers, mechanics, and end customers to improve loyalty and customer satisfaction.
Identify and convert new business opportunities to expand market coverage and increase product penetration.
Support distributor performance through effective route-to-market execution, outlet coverage, merchandising standards, and product availability.
Implement trade and consumer marketing initiatives including promotions, visibility activities, mechanic engagement programmes, and incentive schemes.
Ensure compliance with Shell Lubricants pricing guidelines and support effective execution of customer value propositions.
Monitor distributor stock levels and coordinate replenishment requirements to maintain product availability.
Coach and support distributor sales teams and van sales representatives to improve sales capability and execution quality.
Conduct regular trade visits and customer engagements in line with approved sales call plans.
Identify customer technical queries and coordinate timely support and resolution with relevant technical teams.
Monitor market trends, competitor activities, and customer needs to identify business growth opportunities.
Maintain accurate sales reports, customer records, market intelligence reports, and performance tracking information.
Ensure compliance with HSSE requirements, company policies, and brand standards during all field activities.

Expected Outcomes

Achievement of lubricant sales volume, revenue, and market share targets within the assigned territory.
Increased Shell Lubricants product visibility, availability, and customer penetration.
Improved distributor sales capability and execution effectiveness.
Stronger relationships with trade partners, mechanics, retailers, and customers.
Effective implementation of route-to-market strategies and commercial initiatives.
Improved product availability through proactive stock monitoring and distributor support.
Increased customer acquisition, retention, and loyalty.
Consistent compliance with HSSE, brand, and operational standards.

Qualifications

Minimum Requirements

Bachelor’s Degree in Business Administration, Marketing, Sales, Engineering, or a related discipline.

Experience

Minimum of two (2) years’ experience in FMCG sales, marketing, trade development, or a related commercial role.
Experience managing distributors, trade channels, or indirect sales networks is desirable.
Experience in customer engagement, route-to-market execution, and achieving sales targets.
Experience within automotive, lubricants, or related industries is an added advantage.

Knowledge & Technical Competencies

Indirect channel and distributor management.
Sales planning and execution.
Territory management and market development.
Customer relationship management.
Trade marketing and merchandising execution.
Route-to-market optimization.
Sales reporting and performance tracking.
Basic knowledge of automotive lubricants and product applications.
Distributor stock management and product availability monitoring.
Market intelligence and competitor analysis.
Understanding of HSSE requirements and safe field practices.

Working Environment

Primarily field-based role requiring frequent travel within assigned territories to engage distributors, retailers, mechanics, and customers.
Involves regular market visits, trade development activities, customer engagement, and distributor support.
May require travel to upcountry locations and adaptation to varying market conditions.
Requires strong commercial awareness, independence, flexibility, and commitment to maintaining high standards of customer service, HSSE compliance, and professional conduct.

Performance Metrics

Achievement of lubricant sales volume and revenue targets.
Growth in market share and customer penetration within assigned territory.
Number of new customers acquired and retained.
Distributor performance improvement and sales capability growth.
Effectiveness of trade visits, merchandising activities, and route-to-market execution.
Product availability and stock management performance.
Quality and accuracy of sales reporting and market intelligence.
Compliance with HSSE standards, company policies, and brand requirements.