Vice President - Sales:

Retailer Engagement & Field Operations - Reports to the COO/CEO - Delhi NCR

About Satya Retail:

Satya Retail is building the distribution and engagement infrastructure for India's convenience channel - the 2.5 million+ paan-plus counters, tea stalls and kiosks that sell roughly 3 lakh crore a year and have never had organized distribution. We are a vertical eB2B platform: a trained field force, a retailer app, WhatsApp and tele-calling rails, and AI pilots on the demand side; aggregated multi-brand supply, bulk-break and 2 - 3x weekly servicing on the fulfilment side; and 100% digital operations end to end.

The Mandate:

Own the retailer side of the business end to end - the field force, the beats, the tele-calling engine, retailer acquisition, engagement and share of wallet - across all live cities, reporting directly to the leadership.

This is a dual mandate: run today's engine to its numbers, and build the team, processes and systems that will let it multiply - so that the next set of cities launch on playbooks, not heroics. You inherit a working machine; you leave behind an institution.

What You Will Own:

- Field operations - hiring, training, incentive design and productivity of the field force; beat design and route economics; the daily operating rhythm across cities.

- Retailer acquisition & engagement - active-outlet growth, ordering frequency, retention and share of the counter's business - deepening, not just adding.

- Multi-channel demand - app self-ordering adoption, WhatsApp and tele-calling productivity, and the AI-assisted channels being piloted - demand that survives beyond the visit.

- Sales discipline & governance - fair-price operations with zero undercutting, zero market credit, order-quality and pilferage discipline - protecting the model, not just the number.

- City performance - sales-side ownership of city-level outcomes, working with fulfilment and distributor partners on service levels, fill rates and T+1 delivery.

- Building for scale - SOPs, MIS and dashboards, a leadership pipeline of city and zonal heads, and the new-city launch playbook - own-operated and distributor-led.

- National go to market strategy - Partner with the CEO/COO to shape national go-to-market strategy, city expansion, organization design and sales technology.

- People leadership - Build leaders, not managers. Develop city and zonal heads capable of running independent business units.

What Success Looks Like (12 - 18 months):

- Beat and outlet productivity - rising month on month in every live city, on the strength of engagement, not incentives.

- Share of the counter's business - growing across the base, with the top-decile playbook extended down the curve.

- Self-served demand - app, WhatsApp and tele channels carrying a growing share of orders.

- A ready organisation - for scale in line with the organization's business plan.

Who We Are Looking For:

- 10 - 15 years - of sales and field-operations leadership, with a deliberate mix: FMCG general-trade rigor (beats, distributors, trade discipline) and eB2B / fintech-style merchant operations at scale (Paytm, PhonePe, Udaan, or similar).

- Builder-operator - has run large distributed field teams through managers, and has personally built the processes, incentive systems and MIS that ran them.

- Data-native - manages by dashboard and cohort, not anecdote; comfortable in a 100% digital operation where every order is on-platform.

- Street-credible - at ease at a paan counter and in a boardroom on the same day; genuine appetite for market work.

- Principle-driven - will defend fair pricing and operating discipline under growth pressure - our model depends on it.

Non negotiables:

- Obsessed with execution and driving quality sales.

- Comfortable spending time in the market every week.

- Uses data before opinion.

- High integrity.

- Thrives in ambiguity.

- Builds systems and processes, not heroics.

Why This Role:

- Category-creating platform - the first serious attempt to organize India's largest unorganized retail channel - with the model already proven at 10,000 counters.

- CEO-reporting, board-visible - you own one of the two engines of the company, at the table where the company is built.

- Institutional backing - DS Group's 90-year channel craft and the Infinia Tech JV behind the scale-up.

- The build - the systems, playbooks and leaders you create become the national operating standard for this channel.

Compensation:

Best-in-industry, benchmarked to the role's weight - fixed, variable and wealth-creation components discussed openly with shortlisted candidates.