Area Sales Executive – General Trade

About the role

The Area Sales Executive (General Trade) will manage a territory across India, driving secondary sales, expanding distribution, and ensuring flawless market execution for Britannia’s FMCG portfolio.

Key responsibilities

• Achieve monthly, quarterly and annual secondary sales targets (value & volume) while improving beat‑wise productivity.
• Expand numeric and weighted distribution, activate unserved outlets, and ensure product visibility.
• Manage distributor operations, maintain stock norms, settle claims, implement schemes and monitor ROI.
• Enforce commercial discipline including credit control, ageing and outstanding management.
• Strengthen General Trade presence, track competitor pricing and trade programs, and take tactical actions to protect market share.
• Coach distributor sales teams through joint field work, morning briefings and performance reviews using SFA data.
• Analyse sales data, dashboards and MIS to provide market intelligence and drive corrective actions.

Required profile

Required skills

• Sales Force Automation (SFA) tools