Abrar Admin

Brand Arbor Services and Retail LLP

<div>
 The Sales Officer will be responsible for driving secondary sales and merchandising for
 
 multiple brands in the General Trade channel
 
 by building and developing long-term relationships with retailers. The role focuses on execution excellence across the assigned territory to achieve sales targets, expand distribution, and strengthen in-store visibility.
 
 
 
 Key Responsibilities
 
 <ul>
 <li>
 Cover assigned retail and superstore outlets in the General Trade channel
 
 </li>
 <li>
 Drive secondary sales for multiple brands within the assigned territory
 
 </li>
 <li>
 Achieve assigned monthly and daily sales targets
 
 </li>
 <li>
 Responsible for new outlet opening and distribution expansion
 
 </li>
 <li>
 Execute new product launches across General Trade outlets
 
 </li>
 <li>
 Manage distributors and ensure effective beat planning and execution
 
 </li>
 <li>
 Execute new product launches across General Trade outlets
 
 </li>
 <li>
 Manage distributors and ensure effective beat planning and execution
 
 </li>
 <li>
 Achieve POB targets daily and ensure secondary execution
 
 </li>
 <li>
 Ensure POB conversion into secondary sales through DMS execution
 
 </li>
 <li>
 Ensure repeat and frequent orders from outlets
 
 </li>
 <li>
 Execute merchandising, in-store branding, and visibility initiatives
 
 </li>
 <li>
 Manage channel performance to improve sales and revenue
 
 </li>
 <li>
 Ensure daily mobile reporting (attendance &amp; sales)
 
 </li>
 <li>
 Build and maintain strong relationships with channel partners
 
 
 
 
 </li>
 </ul>
 Requirements
 
 
 
 
 Required Skills &amp; Qualifications
 
 
 
 <ul>
 <li>
 2&ndash;3 years of sales experience in FMCG/ General Trade/Modern Trade (Multiple Brands preferred)
 
 </li>
 <li>
 Strong understanding of General Trade dynamics and multi-brand handling
 
 </li>
 <li>
 Good negotiation and relationship management skills
 
 </li>
 <li>
 Sound knowledge of local geography and market
 
 </li>
 <li>
 Distributor management and secondary sales execution experience
 
 </li>
 <li>
 Basic calculation knowledge of retail and distributor schemes
 
 </li>
 <li>
 Target-driven with the ability to work independently.
 
 
 
 
 
 </li>
 </ul>
 Benefits
 
 
 <ul>
 <li>
 Strong career growth opportunities
 
 </li>
 <li>
 Exposure to leading FMCG and modern trade brands
 
 </li>
 <li>
 Performance-based incentives
 
 </li>
 <li>
 Continuous learning and skill development
 
 </li>
 <li>
 Stable role with hands-on field experience
 
 </li>
 <li>
 Opportunity to build leadership capabilities
 
 
 
 
 
 </li>
 </ul>
</div>

Sales officer

<div>
 Job Title
 
 
 
 Area Sales Manager (ASM) &ndash; State Owner (Primary + Secondary)
 
 
 
 Department
 
 
 Sales
 
 
 Reporting To
 
 
 Zonal Head / Head of Sales
 
 
 Location
 
 
 State-level role (Extensive field travel)
 
 
 Employment Type
 
 
 Full-Time
 
 
 
 Role Objective
 
 
 
 
 Own and drive the complete state-level growth engine by managing
 
 Primary (Company &rarr; Distributor)
 
 and
 
 Secondary (Distributor &rarr; Market)
 
 sales with a strong execution focus on
 
 C/D/E-category retail outlets
 
 , while scaling
 
 Wholesale, HoReCa, and Institutional
 
 channels.
 
 This role carries end-to-end accountability for
 
 distributor lifecycle, revenue, collections, field productivity, execution metrics, and contribution
 
 .
 
 
 
 
 Key Responsibilities
 
 
 A. State Business Ownership (Primary + Secondary)
 
 
 
 <ul>
 <li>
 
 Own full-state
 
 Primary &amp; Secondary sales targets
 
 with sustainable month-on-month growth (no artificial primary loading).
 
 
 </li>
 <li>
 
 Build and execute
 
 state business plan
 
 : district/town prioritization, distributor network design, coverage model, and channel mix.
 
 
 </li>
 <li>
 
 Cascade targets into
 
 TL/FOS-level goals
 
 and drive execution through weekly performance cadence.
 
 
 
 </li>
 </ul>
 B. Distributor Lifecycle Ownership (Onboard &rarr; Maintain &rarr; Deboard)
 
 
 
 
 
 Onboarding
 
 
 
 <ul>
 <li>
 
 Appoint and ramp distributors across the state (target
 
 50&ndash;60 distributors
 
 or as per state map).
 
 
 </li>
 <li>
 
 Finalize distributor terms: territory, margins, credit limits, dispatch SLAs, claims/returns, and reporting compliance.
 
 
 </li>
 <li>
 
 Ensure distributor readiness: infrastructure, delivery capability, salesman strength, working capital, data reporting.
 
 
 </li>
 </ul>
 
 
 Maintenance &amp; Governance
 
 
 
 <ul>
 <li>
 
 Conduct weekly/monthly distributor reviews covering: primary, secondary, stock, fill rate, ageing, returns, claims, overdue.
 
 
 </li>
 <li>
 
 Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
 
 
 </li>
 <li>
 
 Maintain healthy stock norms: prevent stock-outs and dead stock.
 
 
 </li>
 </ul>
 
 
 Deboarding
 
 
 
 <ul>
 <li>
 
 Identify non-performing/non-compliant distributors and execute clean deboarding with settlement, stock liquidation, and territory transition.
 
 
 
 </li>
 </ul>
 C. C/D/E Category Retail Expansion (Core Focus)
 
 
 
 <ul>
 <li>
 
 Drive aggressive distribution and repeat sales in
 
 C/D/E retail outlets
 
 (kirana, theke + chakna counters, small impulse outlets).
 
 
 </li>
 <li>
 
 Implement structured beat planning for high-density, low-ticket outlets.
 
 
 </li>
 <li>
 
 Drive outlet journey:
 
 conversion &rarr; first order &rarr; repeat ordering
 
 .
 
 
 </li>
 <li>
 
 Ensure strong retail execution:
 
 
 <ul>
 <li>
 
 Counter placement, micro-visibility, impulse conversion
 
 
 </li>
 <li>
 
 Correct SKU assortment and pack-price ladder by outlet type
 
 
 </li>
 </ul>
 </li>
 <li>
 
 Implement retailer retention through revisit norms, service levels, and complaint resolution.
 
 
 
 </li>
 </ul>
 D. Wholesale Growth Ownership
 
 
 
 <ul>
 <li>
 
 Identify and scale high-potential wholesale clusters.
 
 
 </li>
 <li>
 
 Drive volume through case deals with disciplined pricing.
 
 
 </li>
 <li>
 
 Ensure wholesale does not become a GT pricing leakage channel.
 
 
 
 </li>
 </ul>
 E. HoReCa &amp; Institutional Business Development
 
 
 
 <ul>
 <li>
 
 Build and own BD pipeline for:
 
 
 <ul>
 <li>
 
 
 HoReCa
 
 (menu inclusion, placements, reorder cadence)
 
 
 </li>
 <li>
 
 
 Institutions
 
 (canteens, corporates, hospitals, schools/colleges, hostels)
 
 
 </li>
 </ul>
 </li>
 <li>
 
 Negotiate commercials, payment cycles, and delivery cadence.
 
 
 </li>
 <li>
 
 Ensure repeat business and throughput (no vanity onboarding).
 
 
 
 </li>
 </ul>
 F. Team Leadership &amp; Execution Discipline
 
 
 
 <ul>
 <li>
 
 Hire, manage, and coach
 
 Team Leads (TLs)
 
 and field teams (FOS).
 
 
 </li>
 <li>
 
 Enforce discipline on:
 
 
 <ul>
 <li>
 
 Attendance, outlet coverage, route adherence, reporting quality
 
 
 </li>
 </ul>
 </li>
 <li>
 
 Coach teams on sales pitch, objection handling, competitor switching, scheme communication, and negotiation.
 
 
 
 </li>
 </ul>
 G. Collections, Credit Control &amp; Contribution
 
 
 
 <ul>
 <li>
 
 Own collections and outstanding across distributors and key accounts.
 
 
 </li>
 <li>
 
 Enforce credit policy, ageing control, and stop-supply rules.
 
 
 </li>
 <li>
 
 Own contribution and ROI: optimize trade spends and manpower cost.
 
 
 </li>
 <li>
 
 Ensure clean and accurate data: distributor ledgers, claims/returns, outlet master, outstanding, scheme accounting.
 
 
 </li>
 </ul>
 
 
 
 Metric Ownership (ASM Accountability)
 
 
 Sales &amp; Execution
 
 
 
 <ul>
 <li>
 
 Primary Sales (₹) vs target
 
 
 </li>
 <li>
 
 Primary&ndash;Secondary alignment and stock health (Days of Inventory)
 
 
 
 </li>
 </ul>
 C/D/E Retail Metrics
 
 
 
 <ul>
 <li>
 
 Outlet additions, activations, and repeat rate (15/30 days)
 
 
 </li>
 <li>
 
 Key SKU availability % and stock-out rate
 
 
 </li>
 <li>
 
 Strike rate, AOV, and SKU mix
 
 
 
 </li>
 </ul>
 Field Productivity
 
 
 
 <ul>
 <li>
 
 Revenue per FOS
 
 
 </li>
 <li>
 
 Outlets covered per FOS
 
 
 </li>
 <li>
 
 Order value per FOS
 
 
 </li>
 <li>
 
 Cost per FOS vs contribution
 
 
 
 </li>
 </ul>
 Financials
 
 
 
 <ul>
 <li>
 
 Collections ageing and overdue %
 
 
 </li>
 <li>
 
 Claims/returns closure TAT
 
 
 </li>
 <li>
 
 GM% protection and leakage incidents (near-zero tolerance)
 
 
 
 </li>
 </ul>
 BD Channels
 
 
 
 <ul>
 <li>
 
 Wholesale throughput (cases/month) and active accounts
 
 
 </li>
 <li>
 
 HoReCa active outlets, menu placements, reorder rate
 
 
 
 
 
 
 
 </li>
 </ul>
 Requirements
 
 
 Candidate Profile
 
 <ul>
 <li>
 
 
 12&ndash;15+ years
 
 FMCG field sales experience (Snacks/Beverages/Impulse preferred).
 
 
 </li>
 <li>
 
 Proven ownership of
 
 Primary + Secondary sales
 
 at large area/state level.
 
 
 </li>
 <li>
 
 Strong experience in
 
 Distributor lifecycle management
 
 (onboarding, governance, deboarding).
 
 
 </li>
 <li>
 
 Existing distributor network exposure (
 
 50&ndash;60 distributors
 
 ).
 
 
 </li>
 <li>
 
 Deep execution experience in
 
 C/D/E category retail
 
 (high outlet density, high frequency, low ticket).
 
 
 </li>
 <li>
 
 Demonstrated success in
 
 Wholesale, HoReCa, and Institutional BD
 
 .
 
 
 </li>
 <li>
 
 Strong collections and credit discipline; zero tolerance for leakage.
 
 
 </li>
 <li>
 
 Comfortable with high travel and
 
 6-day field intensity
 
 .
 
 
 </li>
 <li>
 
 Proficient in
 
 Excel and CRM systems
 
 .
 
 
 </li>
 </ul>
 
 
 
 First 90 Days Success Indicators
 
 <ul>
 <li>
 
 State fully mapped with
 
 50% distributor onboarding completed
 
 .
 
 
 </li>
 <li>
 
 Distributor governance cadence active (primary, secondary, stock, ageing).
 
 
 </li>
 <li>
 
 TL/FOS productivity system installed with visible improvement in coverage, AOV, and strike rate.
 
 
 </li>
 <li>
 
 Reduced stock-outs and stabilized forecasting.
 
 
 </li>
 <li>
 
 Improved ageing and active leakage controls.
 
 
 </li>
 <li>
 
 BD pipeline created with first
 
 scalable wins
 
 (not one-offs).
 
 
 
 
 
 </li>
 </ul>
</div>

Area Sales Manager (ASM) – State Owner (Primary + Secondary)

Join Brand Arbor Services and Retail LLP and explore 2   exciting career opportunities. They're hiring for various roles with options for remote or on-site work. Apply today and become part of their innovative team.

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Sales officer

Area Sales Manager (ASM) – State Owner (Primary + Secondary)