City Head – General Trade

DrinkPrime; Bengaluru; On-site; INR 1,100,000 - 1,700,000; Full time

Job summary

DrinkPrime is seeking a hands-on General Trade sales leader in Bengaluru to own and grow the city’s GT business. You will expand the retail network, engage retailers, and drive sell-out through strong field execution and a capable ASM team.

You will build distributor relationships, track market trends, and translate targets into actionable plans to achieve distribution and penetration in the water purifier category.

Qualifications

• 5-8 years of General Trade experience in retail, water purifier or consumer durables.
• Experience with brands, distributors and retailers in GT is preferred.
• Proven ability to lead ASMs or frontline sales teams.
• Strong understanding of retailer, distributor and General Trade dynamics.
• Able to drive distribution and sell-out with targets

Responsibilities

• Own the General Trade business for the city by expanding the retail network and engaging retailers.
• Drive retail expansion by onboarding new retailers to increase distribution.
• Develop and execute plans to increase sales and product offtake across the network.
• Lead, coach and manage a team of ASMs; set targets and review performance.
• Work with distributors to ensure stock and market coverage.
• Identify new markets, outlets and opportunities to increase penetration.
• Ensure product availability, visibility, merchandising and execute trade promotions.
• Translate city targets into territory plans and ensure field execution.
• Track competition, pricing, retailer feedback and market trends.
• Monitor metrics like new outlets, active outlets, distribution and ASM productivity.

Skills

Team leadership

Negotiation

Retail expansion

Data-driven

Job description

Key Responsibilities

Own the General Trade business for the city by expanding the retail network, building strong retailer engagement and driving sell-out, through effective management of a team of ASMs.

• Drive Retail Expansion: Identify and onboard new retailers to expand distribution and increase market coverage.

• Drive Sell-Out: Develop and execute plans to increase sales and product offtake across the retail network.

• Retailer Engagement: Build strong relationships with retailers, understand their requirements and improve retailer productivity and engagement.

• Manage ASMs: Lead, coach and manage a team of ASMs; set targets, review performance and ensure strong field execution.

• Distributor Management: Work closely with distributors to ensure adequate stock, timely replenishment and effective market coverage.

• Market Development: Identify new markets, outlets and opportunities to increase penetration within the city.

• In-store Execution: Ensure strong product availability, visibility, merchandising and execution of trade promotions.

• Sales Planning: Translate city targets into territory-level plans and ensure consistent execution through the ASM team.

• Market Intelligence: Track competition, pricing, retailer feedback and market trends and convert insights into actionable plans.

• Performance Management: Track and improve key metrics such as new outlet additions, active outlets, productive outlets, distribution, sell-out and ASM productivity.

Requirements

What We Are Looking For

• 5-8 years of experience in General Trade, preferably in the water purifier / consumer durable industry.

• Candidates from the water purifier industry will be strongly preferred, particularly those with experience working with brands, distributors and retailers in the category.

• Experience in managing ASMs or frontline sales teams.

• Strong understanding of retailer, distributor and General Trade dynamics.

• Proven ability to drive distribution and sell-out.

• Strong relationship-building and negotiation skills.

• Highly driven, hands-on and comfortable working in the field.

• Strong execution and people-management skills.

• Data-driven and comfortable working with sales targets and performance metrics.

The Ideal Candidate

A hands-on GT sales leader who understands the water purifier market, knows how to build retailer and distributor relationships, and can lead a team of ASMs to consistently deliver distribution, sell-out and market growth.