Brindco - Area Sales Manager

Area Sales Manager - Alcobev

Reporting to: State Head

Role Objective:

The Area Sales Manager is responsible for driving sales execution and distribution growth across an assigned territory, translating the State Head's strategy into daily, measurable on ground action.

This role is execution-heavy and demands strong distributor handling, field team leadership, and tight control on secondary sales, availability, and scheme execution across Retail and/or On-Trade.

1. Sales Execution & Target Delivery:

- Achieve monthly and quarterly secondary sales targets for the assigned territory.

- Drive numeric distribution, outlet productivity, and SKU focus as per plan.

- Ensure consistent brand availability and stock rotation at outlet level.

- Track territory-wise performance and close execution gaps quickly.

2. Distributor & Trade Partner Management:

- Work closely with appointed distributors / wholesalers to drive liquidation.

- Ensure correct pricing, scheme implementation, and discipline in the market.

- Monitor stock levels, ageing, and order planning to avoid over-stocking.

- Resolve day-to-day trade issues related to supply, claims, or execution.

3. Retail & On-Trade Channel Execution:

- Drive strong retail coverage through structured beat plans and outlet mapping.

- Ensure visibility, shelf presence, and POSM execution (where permitted).

- Support On-Trade execution: listings, menu presence, activations, and trials.

- Personally handle select key outlets to ensure execution quality.

4. Team Leadership & Joint Working:

- Lead and manage Area Sales Executives / Key Account Executives.

- Conduct regular joint market visits to coach and improve execution quality.

- Set daily, weekly, and monthly priorities for the field team.

- Ensure discipline in reporting, coverage, and follow-ups.

5. Scheme & A&P Execution:

- Execute trade schemes exactly as approved-no deviation.

- Track scheme uptake, ROI, and outlet-level productivity.

- Ensure A&P spends translate into visible secondary sales impact.

- Avoid unstructured discounting and push-led dumping.

6. Market Intelligence & Feedback:

- Track competitor pricing, promotions, and distribution activity.

- Identify white spaces, focus SKUs, and outlet expansion opportunities.

- Share regular market insights and actionable feedback with the State Head.

- Flag risks early-stock pile-ups, price wars, or execution slippages.

7. Reporting & Compliance:

- Ensure timely and accurate sales, stock, and market reports.

- Maintain compliance with excise norms, pricing rules, and documentation.

- Act as the first line of control for governance at territory level.

Key Deliverables:

- Consistent achievement of secondary sales targets.

- Strong outlet coverage and productive distribution footprint.

- High execution quality across retail and On-Trade outlets.

- Disciplined, motivated, and accountable field team.

- Clean market operations with minimal escalations.

Ideal Candidate Profile:

- 5 to 8 years of experience in Alcobev sales.

- Strong experience in distributor handling and field execution.

- Prior team handling experience is mandatory.

- Good understanding of Retail & On-Trade dynamics.

- Hands-on, execution-focused, and comfortable with intensive market travel.