Area Sales Executive – General Trade (PAN India)

About the role

The Area Sales Executive (General Trade) is a market‑facing, execution‑intensive territory management position for Britannia Industries across PAN India. The role focuses on delivering secondary sales, expanding distribution, and ensuring flawless execution in the field.

Key responsibilities

• Achieve monthly, quarterly and annual secondary sales targets (value and volume) while improving beat‑wise market productivity.
• Expand numeric and weighted distribution, activate unserved outlets, and drive outlet productivity through range selling and visibility execution.
• Manage distributor operations, maintain stock norms, settle claims, implement schemes, and monitor ROI and commercial discipline.
• Strengthen General Trade presence, maintain visibility standards, 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.
• Analyze sales data, dashboards and MIS for performance tracking and market intelligence.

Required profile

• Proven ability to deliver secondary sales targets and manage a territory in a fast‑moving consumer goods environment.
• Experience in distributor management, stock control, claim settlement and scheme implementation.
• Capability to expand distribution, activate new outlets and improve outlet productivity.
• Strong analytical skills to monitor market intelligence, competitor activity and sales performance.

Required skills

• Sales Force Automation (SFA) tools for beat‑plan compliance and performance analysis.