Sales Head (Beverages)

1\. Strategic Planning \& Market Expansion

Develop and execute annual and quarterly sales plans, volume targets and market\-expansion strategies for Pan UP.

Identify untapped districts, towns and outlets; open new markets and increase numeric and weighted distribution.

Conduct market mapping, competitor tracking and demand analysis to guide pricing, product and promotional decisions.

Prepare sales forecasts, route\-to\-market plans and territory\-wise action plans.

2\. Channel \& Distribution Management

Appoint, onboard, evaluate and, where needed, replace distributors and super stockists to build a strong and efficient network.

Ensure adequate distributor infrastructure: manpower, vehicles, godowns, working capital and ROI.

Monitor secondary and tertiary sales, stock levels, fill rates, claims and timely order servicing.

Strengthen the distributor–retailer relationship and drive market discipline.

3\. General Trade (GT)

Drive outlet coverage, productivity, visibility and throughput across wholesale, retail, kirana, paan/tea stalls and other traditional outlets.

Implement beat plans, journey cycle plans and outlet\-wise sales targets.

Launch and track schemes, incentives and trade promotions at retailer level.

4\. Modern Trade (MT)

Build and manage relationships with supermarkets, hypermarkets, regional chains and e\-commerce / quick\-commerce partners.

Negotiate listings, margins, trade terms and promotional calendars; ensure shelf availability and compliance.

5\. HoReCa \& Institutional Sales

Develop business with hotels, restaurants, caterers, canteens, hospitals, educational institutions, corporate offices and event/institutional buyers.

Create customised offerings, pricing and service models for bulk and institutional customers.

6\. Financial Accountability \& Commercial Excellence

Own sales P\&L parameters: revenue, gross margin, trade spends, discounts, and cost of sales.

Ensure collections, outstanding control, credit discipline and reconciliation of schemes and claims.

Track budget vs. actual and take corrective action on variances.

Ensure compliance with company policies, pricing, and statutory requirements.

7\. Trade Marketing \& Brand Visibility

Execute brand\-building and visibility activities: POSM, cooler/visi\-cooler placement, branding, signage, sampling and local activations.

Plan seasonal campaigns (summer peak, festivals, weddings, melas) in coordination with the marketing team.

Measure ROI of promotions and visibility investments.

8\. Leadership \& Team Development

Lead, mentor and motivate a team of Area/Regional Sales Managers, Sales Officers/Executives and field staff.

Set KRAs/KPIs, conduct regular reviews, field visits and joint market working.

Recruit, train and retain talent; build a high\-performance, accountable sales culture.

9\. Cross\-Functional Coordination

Coordinate with Production, Supply Chain, Logistics, Finance, Marketing and HR for demand planning, stock availability, timely dispatches and smooth operations.

Provide market feedback for new product development, packaging and pricing decisions.

10\. Reporting \& MIS

Prepare and present periodic MIS, sales dashboards and review reports to management.

Use data and sales\-force automation / DMS tools to drive decisions.

Candidate Profile

Graduate in any discipline (MBA in Sales/Marketing is an added advantage).

5 to 8 years of relevant experience in FMCG Beverages (packaged water, soft drinks, juices, energy drinks, dairy beverages, etc.), with at least 2–3 years in a team\-handling or area/regional sales leadership role.

Proven track record of achieving sales targets and expanding distribution in Uttar Pradesh.

Strong network of distributors, wholesalers and key accounts in UP is preferred.

Willing to travel extensively across Pan UP.

Based in UP and willing to work from a location in the state (accommodation will not be provided by the company).

Pay: ₹70,000\.00 \- ₹83,000\.00 per month

Work Location: In person