Area Sales Executive

Role & responsibilities :

1) Sales & Revenue Delivery

• Achieve monthly/quarterly sales targets (primary & secondary) for pet food portfolio.
• Drive volume, value, and mix per SKU, pack sizes, and price points.
• Monitor sell-in vs. sell-out and take corrective actions to avoid stockouts/overstock.

2) Distribution & Coverage

• Expand numeric & weighted distribution across GT outlets (kiranas, pet shops, chemists, general stores).
• Ensure channel-wise coverage through beat planning and route optimization.
• Appoint and nurture distributors/stockists; ensure healthy ROI and adherence to company policies.

3) Visibility & Merchandising

• Execute planograms, POSM deployment, and shelf share targets.
• Maintain FIFO and hygiene standards on shelf; ensure price communication is clear.
• Run in-store activations and sampling programs where relevant.

4) Trade Marketing & Promotions

• Implement trade schemes, discounts, loyalty programs, and consumer offers per calendar.
• Conduct scheme communication and claim closures on time with distributors/retailers.
• Track promo effectiveness (uplift, redemption, ROI).

5) Relationship Management

• Build strong relationships with retailers, pet shop owners, vets, and influencers in the pet ecosystem.
• Conduct product education (nutrition, benefits, feeding guidelines).
• Handle queries, objections, and grievances professionally.

6) Team & Partner Management

• Lead and coach SRs/DSRs on beat discipline, pitch, and execution standards.
• Review distributor inventory, claims, ledgers, and DSR productivity regularly.
• Coordinate with supply chain, finance, trade marketing, and category teams.

7) Market Intelligence & Compliance

• Track competitor pricing, new launches, promo activities, and merchandising.
• Provide weekly/monthly MIS, insights, and action plans.
• Ensure compliance with company policies, ethical conduct, and documentation (POs, GRNs, claims).

Preferred candidate profile

25 years in FMCG GT sales; prior experience in pet care/pet food or nutrition category preferred.

Strong exposure to distributor and retail management and trade marketing.

1. Sales Execution: Route planning, beat management, and closing skills.

2. Negotiation & Relationship Building: With retailers and distributors.

3. Analytical Skills: Basic Excel, sales tracking, and data-driven decisions.

4. Category Understanding: Pet nutrition basics, product USP articulation.

5. Communication: Clear verbal and written; local language proficiency is a plus.

6. Ownership & Resilience: Target orientation and ability to thrive in the field.

Ethics & Compliance: Integrity, process adherence, and documentation discipline.