Area Sales Manager

United Breweries Ltd.; Goa; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

United Breweries Ltd. in India seeks an Area Sales Manager for Modern On Trade, On Trade, HORECA, and Airport channels. You will drive sales targets, expand premium on-trade accounts, and collaborate with distributors and marketing to execute activations and promotions.

The role requires 5–8 years in sales with modern trade experience and a beverage/FMCG background, delivering ROI-driven results in a fast-paced environment.

Qualifications

• 5–8 years of sales experience with at least 2–3 years in Modern Trade or On Trade channels.
• Experience in FMCG/Alcobev/Consumer Goods/Beverage industry preferred.
• Strong negotiation, stakeholder management, and activation execution skills.
• Analytical mindset with solid sales fundamentals and ROI focus.

Responsibilities

• Achieve monthly, quarterly, and annual sales targets for Modern On Trade channels.
• Drive distribution, product placement, and brand visibility as per guidelines.
• Identify opportunities to grow share within strategic accounts.
• Manage relationships with key modern on-trade outlets, chains, and hotel groups; negotiate listings and pricing.
• Ensure seamless execution of trade programs and promotions.
• Expand footprint by onboarding new premium on-trade accounts.
• Analyze outlet performance and prioritize investments; develop tailored plans for top accounts.
• Plan and execute outlet-level activations with marketing; ensure POSM and assets comply with brand guidelines.
• Forecast, order planning, and inventory alignment with supply teams; track regulatory compliance.
• Collaborate with distributors, supply chain, finance, and marketing; review performance with regional leadership.

Skills

Negotiation

Relationship building

Analytical thinking

Activation management

Cross-functional collaboration

Ownership & problem solving

Job description

Job title: Area Sales Manager-Modern On Trade/On Trade/HORECA/Airport

Key Responsibilities:

• Achieve monthly, quarterly, and annual sales targets for Modern On Trade channels.
• Drive distribution, brand availability, and ensure product placement as per guidelines.
• Identify opportunities to grow share of business within strategic accounts.

2. Key Account Management

• Manage relationships with key modern on-trade outlets, chains, and hotel groups.
• Negotiate listings, pricing, visibility, and activation agreements.
• Ensure seamless execution of trade programs and promotions.

3. Business Development

• Expand footprint by identifying and onboarding new premium on-trade accounts.
• Analyze outlet performance and potential to prioritize investments.
• Develop tailored plans for high-performing and strategic outlets.

4. Trade Marketing & Activation

• Work closely with the marketing team to plan and execute outlet-level activations.
• Ensure visibility elements, POSM, and brand assets are deployed as per brand guidelines.
• Monitor activation ROI and effectiveness.

5. Operations & Compliance

• Ensure accurate forecasting, order planning, and inventory alignment with supply teams.
• Track and ensure compliance with regulatory guidelines applicable to on-trade channels.
• Manage claims, credit notes, and adherence to commercial policies.

6. Stakeholder Management

• Collaborate with distributors, supply chain, finance, and marketing teams to enable effective execution.
• Regularly review performance and share insights with regional leadership.
• Strong understanding of Modern On Trade dynamics (bars, clubs, lounges, hotels).
• Excellent negotiation and relationship-building skills.
• Strong analytical ability and understanding of sales fundamentals.
• Execution excellence and experience managing activations.
• Ability to work cross-functionally and influence stakeholders.
• High ownership, agility, and problem-solving mindset.

Education & Experience

• 5-8 years of sales experience, with at least 2-3 years in Modern Trade or On Trade channels.
• Experience in FMCG/Alcobev/Consumer Goods/Beverage industry preferred.