1. Sales & Distribution Management
Target Achievement: Meet and exceed monthly and quarterly secondary sales targets across all assigned outlets.
Market Penetration: Drive both numeric and weighted distribution in retail outlets and modern trade stores.
Availability: Ensure consistent product availability and execute "range selling" to maximize the brand portfolio in key off-trade accounts.
Performance Tracking: Monitor daily sales data and implement swift corrective actions for any underperforming territories.
2. Market Execution & Visibility
Merchandising: Ensure "Perfect Store" execution by adhering to planograms and maintaining high brand visibility standards.
Consumer Pull: Implement off-take building initiatives, including promotions, floor displays, and sampling (where regulations permit).
Intelligence: Track and report on competitor pricing, promotional shifts, and visibility strategies to stay ahead of market trends.
3. Team Supervision (3rd Party Sales Force)
Leadership: Manage, motivate, and train Distributor Sales Representatives (DSRs) and promoter staff.
Field Coaching: Conduct regular market rides to evaluate staff performance and ensure adherence to standardized sales call processes.
Discipline: Drive daily operational discipline regarding route coverage, productivity, and real-time reporting.
4. Distributor Operations
Logistics Coordination: Partner with distributors on inventory planning, billing, and timely payments.
Stock Hygiene: Maintain optimal stock rotation (FIFO) to ensure product freshness in the trade.
Efficiency: Track distributor ROI and ensure manpower deployment is aligned with regional sales targets.
5. Trade Relationship & Engagement
Partnership: Build and sustain strong relationships with key retailers and store owners.
Issue Resolution: Act as the primary point of contact for resolving trade issues related to pricing, supply gaps, or merchandising.
Collaboration: Support brand activations and off-trade events in coordination with the Trade Marketing team.
6. Reporting & Compliance
Data Integrity: Maintain accurate and timely sales, coverage, and visibility reports.
Market Insights: Submit weekly updates on market conditions and execution gaps.
Ethics: Ensure all activities strictly comply with state excise regulations and ethical trade practices.
Key Performance Indicators (KPIs)
Volume: Achievement of monthly/quarterly volume and distribution targets.
Visibility: Improvement in outlet coverage and visibility scores.
Efficiency: Team productivity metrics and sales call compliance.
Hygiene: Distributor stock health and service level consistency.
Compliance: Successful execution of brand activations and planogram standards.
Ideal Profile
Education: University Graduate (minimum).
Experience: 2–5 years of proven sales experience in the FMCG or Alcobev sectors.
Expertise: Strong grasp of off-trade dynamics, retailer behavior, and regional excise norms.
Skills: Exceptional negotiation and communication skills; ability to influence third-party teams.
Mindset: Disciplined, self-motivated, and comfortable working in a fast-paced field environment.
