Sales Manager

We are seeking an experienced and dynamic Sales Manager to lead and expand our presence across both on-trade and off-trade channels. This senior role requires a strategic thinker with a strong understanding of sales, distribution management, key accounts, and trade marketing initiatives .

Key Responsibilities

Sales Leadership

Drive business growth in assigned regions across on-trade and off-trade segments. Develop and implement region-wise sales strategies aligned with business goals. Build and manage a high-performing sales team, ensuring execution excellence

Channel & Account Management

Handle key accounts, retail chains, modern trade, and HORECA clients. Lead distributor and outlet management – from onboarding to performance tracking.

Ensure optimal product availability, visibility, and activation across all channels.

Trade Marketing

Collaborate with the Trade Marketing team for market-specific activations, promotions, and POSM deployment . Provide feedback on ATL/BTL strategies based on market insights. Ensure branding compliance across all sales touchpoints

Planning & Reporting

Set monthly/quarterly targets , forecast demand, and plan inventory. Track performance metrics, generate insights, and prepare MIS reports for leadership. Monitor competitor activities, price points, and share market feedback.

Stakeholder Engagement:

Liaise with internal teams – logistics, marketing, finance – to ensure seamless execution. Build strong relationships with external partners, influencers, and channel owners.

Key Skills & Competencies

In-depth understanding of the alcoholic beverages industry and trade dynamics

• Minimum 15 years of experience in sales within the alcoholic beverages (alcobev) industry .
• Strong exposure in on-trade (bars, restaurants, clubs) and off-trade (retail, modern trade, general trade) .
• Proven expertise in territory management, distribution handling, and people management .
• Hands-on experience with trade marketing initiatives and field activations .
• Analytical mindset with strong business acumen and negotiation skills.
• Excellent interpersonal and team leadership abilities.
• Proven experience in POSM planning, retail visibility, and outlet branding
• Excellent coordination and execution abilities with vendor management experience
• Analytical thinking with a good command over retail metrics & KPIs
• Proficient in MS Excel, PowerPoint, and campaign tracking tools
• Strong interpersonal and communication skills
• Willingness to travel extensively across regional markets

Educational Qualifications

• Bachelor's degree in Marketing, Business Administration, or related field
• MBA preferred
• Certification in Trade/Brand/Channel Marketing is a plus