Senior Area Sales Executive

Designation: Area Sales Executive
Function: Sales - General Trade
Reporting Line: Area Sales Manager
Location: PAN India
About Britannia Industries
Britannia Industries Limited is one of India’s most trusted and largest food companies with a strong presence across biscuits, dairy, cakes, rusk and adjacent snacking categories. With over 130 years of legacy and a footprint across urban and rural India, Britannia operates in one of the most competitive FMCG environments in the country.
Sales at Britannia is the engine of growth. Our frontline sales leaders build distribution muscle, drive market share and ensure execution excellence across thousands of outlets every month.
Role Purpose
The Area Sales Executive (General Trade) is a market-facing, execution-intensive territory management role. This role is responsible for delivering secondary sales, expanding distribution, strengthening distributor ROI and driving flawless execution in the market.
Key Responsibilities
1. Sales Delivery & Territory Performance
Deliver monthly, quarterly and annual secondary sales targets (Value & Volume)
Improve beat-wise market productivity through disciplined market execution
Maintain primary–secondary alignment and pipeline discipline at distributor level
2. Distribution & Market Expansion
Expand numeric and weighted distribution across the territory
Identify unserved outlets and activate them through structured market working
Improve outlet productivity through range selling and visibility execution
Operationalise new product launches and achieve distribution within defined timelines
3. Distributor Operations & Commercial Discipline
Manage distributor operations across the territory
Maintain stock norms, claims settlement, scheme implementation and monitor execution integrity
Monitor distributor ROI and ensure sustainable profitability
Enforce commercial discipline including credit control, ageing and outstanding management
4. General Trade Channel Execution
Strengthen GT presence across key markets along with visibility standards and merchandising dominance
Track competitor pricing, schemes and trade programs
Take tactical market actions to protect share in competitive pockets
5. Distributor Sales Team Management
Conduct regular joint field work to provide real-time coaching on merchandising standards, outlet expansion and sales pitch execution to the Distributor Sales employees
Conduct structured morning briefings and field accompaniment
Monitor daily beat-plan compliance and use SFA (Sales Force Automation) data to conduct weekly performance reviews, focusing on improving daily productivity and total lines sold along with outlet coverage
6. Market Intelligence & Sales Analytics
Track competitor distribution, pricing and scheme movements
Monitor competitor pricing and trade schemes to identify shrinking market share, responding with localized tactical promos and improved 'Share of Shelf' to regain dominance
Analyse sales data, dashboards and MIS for performance tracking
Key Stakeholders
Internal
External
Sales Admin, Depot, Quality & Finance
Retailers, Authorised Wholesalers & Authorised Wholesalers Salesman (Distributors)
Candidate Requirements
Qualification
Any full-time graduate degree
Experience
Minimum 2–6 years of frontline sales experience
Strong GT experience in handling large revenue and high-volume market having multiple SKU
Functional Acumen
Selling and Negotiation
Distributor management, Team Management and business continuity
Working with sales applications, reporting systems, Sales MIS
Hands-on with MS Excel and data-driven working environments
Why Britannia
We Make Ti)ngs Happen at Britannia by fostering ownership, diverse perspectives, and approachable leadership. We are resourceful and adaptable, driving growth through continuous improvement. We prioritize learning and experimentation to empower Britannians to build their careers, all based on leading ethically, doing what’s right, and community sustainability.

Work arrangement
No