State Head - Sales - Liquor

Key Responsibilities:

- Develop and implement a robust state sales strategy for Haryana: market segmentation (on- trade, off- trade, modern trade, e-commerce where applicable), route-to-market plan, distribution coverage, brand growth, and profitability.

- Lead the sales team in the state: recruit, train, motivate and monitor performance of district / zone sales managers, area sales managers, sales executives and field staff.

- Build and manage the distribution network in Haryana: identify and appoint distributors/dealers, set performance metrics, drive secondary sales, ensure adequate stock, manage retailer and outlet coverage.

- Ensure channel activation and execution: trade marketing activations in liquor shops, modern trade outlets, bars/clubs, hotels; ensure brand visibility, POS materials, merchandising, in-store promotions.

- Monitor market performance: track key metrics such as volume, value, market share, outlet penetration, SKU mix, price segments; analyse competitor activity, consumer trends and channel dynamics; propose corrective actions.

- Forecast sales, prepare budgets, set monthly / quarterly / annual targets and ensure timely achievement. Break down targets by district/area.

- Work closely with Marketing, Trade Marketing, Supply Chain, Finance, Legal/Compliance teams to align on brand launches, promotions, inventory planning, and excise/regulatory matters.

- Ensure regulatory compliance within the liquor trade: licenses, excise duties, state specific regulations, approvals, audits, documentation, internal audit, anti-illicit trade controls.

- Manage costs and profitability: margin management, discount schemes, pricing strategy, trade spend, incentive programmes, cost of sales, distributor incentives.

- Build strong relationships with key stakeholders: state excise authorities, trade associations, major distributors, large customers (e.g., hotels, chains), and key retail partners.

- Drive continuous improvement in sales operations: territory mapping, trade coverage optimisation, route planning for field force, CRM/reporting systems, dashboards and MIS.

- Ensure high standards of customer service and brand integrity: product availability, outlet visits, resolving trade grievances, audit of distribution, compliance with company policies and liquor laws.