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

• Deliver monthly, quarterly and annual secondary sales targets (value & volume).
• Improve beat‑wise market productivity through disciplined execution and maintain primary‑secondary alignment at distributor level.
• Expand numeric and weighted distribution, identify unserved outlets and activate them through structured market working.
• Increase outlet productivity via range selling, visibility execution and operationalise new product launches within defined timelines.
• Manage distributor operations, stock norms, claims settlement, scheme implementation and monitor execution integrity.
• Monitor distributor ROI, enforce commercial discipline (credit control, ageing, outstanding management) and ensure sustainable profitability.
• Strengthen General Trade presence, maintain visibility standards, track competitor pricing, schemes and trade programs, and take tactical actions to protect market share.
• Conduct joint field work, morning briefings and field accompaniment; monitor beat‑plan compliance using Sales Force Automation (SFA) data.
• Analyse sales data, dashboards and MIS for performance tracking and market intelligence.

Required profile

• Proven experience in General Trade sales and territory management within the FMCG sector.
• Demonstrated ability to achieve secondary sales targets and expand distribution networks.
• Strong understanding of distributor operations, commercial discipline and ROI management.
• Ability to execute market plans, conduct field coaching and use data‑driven insights for performance improvement.

Required skills

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