Area Sales Executive – General Trade (PAN India)

About the role

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

Key responsibilities

• Achieve monthly, quarterly and annual secondary sales targets (value & volume) across the assigned territory.
• Expand numeric and weighted distribution by identifying and activating unserved outlets.
• Maintain distributor operations, including stock norms, claim settlement, scheme implementation and credit control.
• Monitor distributor ROI, enforce commercial discipline and manage ageing/outstanding balances.
• Strengthen General Trade presence through visibility standards, merchandising and competitor tracking.
• Conduct joint field work, coaching distributor sales teams and reviewing daily beat‑plan compliance using SFA data.
• Analyse sales data, dashboards and MIS for performance tracking and tactical market actions.

Required profile

• Market‑facing, execution‑intensive territory management experience.
• Proven ability to manage distributor operations and drive sales growth.
• Strong understanding of FMCG General Trade channels and distribution dynamics.

Required skills

• Sales Force Automation (SFA) tools proficiency.