Area Sales Executive

About Britannia Industries Limited

Britannia Industries Limited stands as one of India's premier and most reliable food companies, boasting a rich legacy spanning over 130 years. With a vast presence in categories such as biscuits, dairy products, cakes, rusks, and related snacks, it operates intensively across both urban and rural sectors in the highly competitive FMCG market of India.

Role Overview

This role, titled Area Sales Executive (General Trade), is a face-to-market position focused heavily on territory management and execution. The incumbent is accountable for achieving secondary sales targets, enhancing distribution reach, improving distributor returns, and ensuring impeccable execution across their designated region.

Key Responsibilities

• Meet monthly, quarterly, and yearly secondary sales goals in both value and volume.
• Boost productivity on a beat-wise basis by ensuring disciplined market implementation.
• Coordinate alignment and pipeline consistency between primary and secondary sales at the distributor level.
• Increase numeric and weighted distribution inside the territory.
• Identify and activate unserved outlets via structured market efforts.
• Enhance outlet productivity through comprehensive range selling and strong visibility activities.
• Execute new product launches promptly to meet distribution targets.
• Oversee distributor operations encompassing stock management, claims settlement, scheme rollout, and execution monitoring.
• Maintain distributor profitability by monitoring ROI and instilling commercial discipline, including credit and outstanding reviews.
• Reinforce General Trade channel presence by elevating visibility standards and merchandising strength.
• Keep track of competitor pricing, promotional schemes, and trade programs to protect market share.
• Lead tactical initiatives to defend share in highly competitive pockets.
• Manage and coach Distributor Sales Teams through joint field visits, morning briefings, and real-time performance improvements.
• Ensure adherence to daily beat plans using Sales Force Automation data and conduct weekly reviews targeting productivity and coverage improvements.
• Gather market intelligence by monitoring competitor distribution, pricing, and schemes.
• Analyze sales figures, dashboards, and reports to guide strategies and track performance effectively.

Stakeholders

Internal coordination with Sales Administration, Depot, Quality, and Finance teams along with external engagement with Retailers, Authorized Wholesalers, and Distributor Salesmen is critical for success.

Candidate Profile and Requirements

• Education: Bachelor's degree from a recognized full-time program.
• Experience: Between 2 to 6 years in frontline sales roles.
• Strong expertise in General Trade, managing sizable revenues and high-volume markets with multiple SKUs.
• Capable in key functional areas including selling, negotiation, distributor and team management, and business continuity.
• Proficient in using sales applications, reporting systems, and sales MIS.
• Comfortable using MS Excel and working with data-driven sales environments.

Why Join Britannia?

At Britannia, a culture of ownership, diverse thinking, and approachable leadership drives continuous growth. Employees are encouraged to be resourceful, adaptable, and committed to perpetual improvement. The company promotes learning and experimentation, empowering individuals to build meaningful careers anchored on ethical leadership and community sustainability.