Territory Sales Officer - Horeca

Hindustan Unilever (HUL); New Delhi; On-site; INR 450,000 - 650,000; Full time

Job summary

Hindustan Unilever (HUL) is seeking a Territory Sales Officer to drive HoReCa sales across a territory, managing distributors and ensuring product availability. You will execute primary and secondary sales plans, develop key HoReCa accounts, and contribute to category growth within the assigned region.

The role emphasizes distributor management, customer development, and data-driven sales acceleration, with a focus on hotels, restaurants, caterers, QSRs, Cafs, and institutions.

Qualifications

• Graduate in any discipline.
• 2–6 years of sales experience in FMCG, Food Service, HoReCa or Hospitality Sales.
• Experience in distributor management and channel sales.
• Exposure to Hotels, Restaurants, Catering, and QSR business preferred.

Responsibilities

• Achieve monthly, quarterly, and annual sales targets.
• Manage distributors and ensure stock availability.
• Drive primary and secondary sales through channel partners.
• Develop HoReCa accounts and conduct demonstrations.
• Monitor market trends and competitive activities.
• Prepare weekly and monthly reviews and CRM updates.

Skills

Distributor management

Channel sales

HoReCa sales

CRM / analytics

Education

Graduate degree

MBA preferred

Tools

CRM tools

Job description

Note: Only HORECA candidates will be considered for this position.

Job Description

Position: Territory Sales Officer (TSO)

Business Unit: Unilever Food Solutions (UFS)

Function: Sales

Location: Territory Based

Reporting To: Area Sales Manager / Regional Sales Manager

Purpose of the Role

Drive profitable sales growth for Unilever Food Solutions within the assigned territory by managing distributors, developing HoReCa customers (Hotels, Restaurants, Caterers, Cafs, QSRs, Institutions), ensuring availability of UFS products, executing category growth initiatives, and delivering primary and secondary sales objectives.

Key Responsibilities

1. Sales Delivery & Business Growth
   • Achieve monthly, quarterly, and annual sales targets.
   • Deliver primary sales through distributors and secondary sales through customer conversions and repeat purchases.
   • Drive growth across strategic UFS categories such as Seasonings, Sauces, Dressings, Soups, Desserts, and Culinary Solutions.
   • Increase market share and numeric distribution within the assigned territory.
   • Ensure effective execution of sales plans and promotional programs.
2. Distributor Management
   • Appoint, manage, and develop distributors in line with company guidelines.
   • Drive distributor capability and profitability.
   • Monitor distributor stock levels, inventory norms, and replenishment cycles.
   • Conduct monthly distributor reviews to improve business performance.
   • Track distributor ROI, sales productivity, and service levels.
3. Primary Sales Management
   • Achieve monthly primary sales targets by driving replenishment orders from distributors.
   • Monitor stock health, inventory ageing, and availability of key SKUs.
   • Ensure optimum stock days and minimize out-of-stock situations.
   • Forecast demand and align with supply chain teams for seamless product availability.
   • Track purchase trends and maintain sales momentum throughout the month.
4. Secondary Sales & Customer Development
   • Build and expand business with Hotels, Restaurants, Caterers, QSRs, Cafs, Cloud Kitchens, and Institutional customers.
   • Conduct regular customer visits and relationship-building activities.
   • Drive chef engagement, menu innovation discussions, and concept selling initiatives.
   • Increase customer penetration and wallet share.
   • Ensure repeat business through superior customer service and solution selling.
5. HoReCa Account Management
   • Identify and acquire new HoReCa customers.
   • Develop business plans for key accounts within the territory.
   • Conduct product demonstrations and culinary presentations alongside Chef Consultants.
   • Understand customer menu requirements and recommend appropriate UFS solutions.
   • Negotiate commercial terms within approved company guidelines.
6. Execution Excellence
   • Ensure visibility and implementation of UFS promotional campaigns.
   • Execute category growth programs, chef workshops, and customer activations.
   • Drive product launches and new SKU placements.
   • Monitor competition activities and share market intelligence.
7. Financial & Commercial Management
   • Monitor collections and outstanding receivables.
   • Ensure adherence to credit policies.
   • Maintain distributor financial hygiene.
   • Control trade spends and promotional investments within approved budgets.
8. Data Analytics & Reporting
   • Track sales performance, productivity, and market coverage.
   • Maintain accurate customer database and sales records.
   • Prepare weekly and monthly business reviews.
   • Analyze business trends and recommend corrective actions.
   • Utilize digital sales tools and CRM platforms for territory management.

Key Performance Indicators (KPIs)

• Primary Sales Achievement (%)
• Secondary Sales Achievement (%)
• Territory Growth (%)
• Category Growth
• Distributor ROI & Productivity
• Numeric Distribution
• Customer Acquisition
• Active Customer Base
• SKU Penetration
• Collection Efficiency
• Stock Days & Availability
• New Product Launch Performance

Desired Candidate Profile

Education

• Graduate in any discipline.
• MBA preferred.

Experience

• 2 to 6 years of sales experience in FMCG, Food Service, HoReCa, Institutional Sales, or Hospitality Sales.
• Experience in distributor management and channel sales.
• Exposure to Hotels, Restaurants, Catering, and QSR business preferred.