Sales Analyst

Purpose of role:

The Sales Analyst will be responsible for measuring and improving the return on investment (ROI) of trade spend across marketing and sales campaigns, while ensuring strong governance and control over how trade spend budgets are allocated, tracked, and reported

Responsibilities include:

Trade Spend ROI Analysis

• Build and maintain ROI models to evaluate the effectiveness of trade promotions, discounts, and campaign spend.
• Analyze pre- and post-campaign sales performance to quantify incremental revenue/volume driven by trade investment.
• Identify high- and low-performing spend categories, customers, or channels and recommend reallocation

Trade Spend Governance

• Set up and maintain controls to ensure trade spend is used according to approved budgets and guidelines.
• Track spend commitments vs. actuals, flagging overspend or budget deviations.
• Partner with Finance to reconcile trade spend accruals and ensure accurate accounting treatment.
• Maintain documentation/audit trail for spend approvals and campaign justifications.

Performance Tracking & Reporting

• Develop dashboards and regular reports tracking performance
• Provide monthly/quarterly business reviews to sales and category leadership with actionable insights.
• Monitor KPIs (e.g., ROI %, incremental sales, spend-to-sales ratio, others) and highlight risks or opportunities

Cross-functional Collaboration

• Work closely with Sales, Marketing, Category Management, and Finance teams to align on trade spend strategy.
• Support forecasting and budget planning cycles with historical spend/ROI data.

Who are you?

• Bachelor's degree in Business, Finance, Economics, Statistics, or related field.
• 2–4 years of experience in sales analytics, trade marketing finance, or commercial finance (FMCG/consumer goods background is a plus).
• Strong Excel skills; experience with BI tools (Power BI, Tableau) and/or SQL preferred.
• Solid understanding of trade spend mechanics (rebates, promotions, deductions, accruals).
• Strong analytical and communication skills; comfortable presenting to stakeholders.
• Experience with trade promotion management (TPM) systems.
• Exposure to ERP systems (SAP, Oracle) for spend tracking
• Proficiency in data analysis and reporting tools. (Excel & Power BI)
• Attention to detail and process oriented.