Head of Sales

Role Overview

The Head of Sales – UP is responsible for leading the complete state-level sales and distribution operations for Mount Everest Breweries Ltd. The role drives sales volume, market share, distribution reach, and brand visibility across all channels of the beer/alcohol beverage market (On-Trade & Off-Trade). This position requires strong leadership, deep understanding of the UP-excise environment, distributor management expertise, and the ability to deliver consistent growth in a highly competitive state.

Key Responsibilities

1. State Sales Strategy & Business Planning

• Develop annual & monthly sales plans for Uttar Pradesh aligned with company goals.
• Identify growth opportunities across zones (East, West, Central UP) and prioritize high-potential markets.
• Build route-to-market strategies considering UP excise norms and channel dynamics.
• Drive revenue, profitability, and market share objectives for the state.

2. Leadership & Team Management

• Lead and manage ASMs, ABMs, TSIs, and frontline sales teams across all regions of UP.
• Set performance goals, conduct regular reviews, and drive high field discipline.
• Build team capability via training, coaching, and performance improvement initiatives.
• Foster a performance-driven and accountable sales culture.

3. Distributor Management

• Appoint, monitor, and develop distributors in accordance with company policies.
• Ensure distributor profitability (ROI), infrastructure readiness, working capital, and inventory norms.
• Drive efficient order processing, stock hygiene, and service levels across the state.
• Conduct periodic distributor performance reviews.

4. Channel Execution – On-Trade & Off-Trade

• Ensure strong presence in both on-trade (bars, restaurants, clubs) and off-trade (retail, model shops, beer shops).
• Oversee outlet visibility, merchandising standards, cold equipment deployment, and execution of trade marketing programs.
• Work closely with the Trade Marketing team for activation plans, promotions, and visibility drives.

5. Government & Excise Liaison

• Manage excise compliance, licensing, pricing submissions, and monthly documentation requirements.
• Maintain harmonious relationships with UP Excise officials for smooth business operations.
• Ensure full compliance with state excise policies, MRP norms, and legal guidelines.

6. Sales Operations & Forecasting

• Track daily/weekly/monthly sales performance using MIS dashboards.
• Forecast demand accurately considering seasonality, festival peaks, and excise cycles.
• Coordinate with Supply Chain & Production teams to ensure stock availability.
• Manage SKU-wise planning and minimize expiry/wastage.

7. Market Intelligence & Competition Tracking

• Monitor competitor launches, schemes, pricing, visibility, and market activities.
• Conduct periodic market audits to assess distribution gaps and execution quality.
• Provide insights for strategic decisions at the national level.

8. Budget Management & Cost Control

• Manage state sales budget, PJP (Permanent Journey Plan), trade spends, and visibility investments.
• Improve productivity, route efficiency, and cost-to-serve metrics.
• Ensure ROI-driven activation and promotional spending.

Key Skills & Requirements

Education

• MBA/PGDM in Sales / Marketing preferred.
• Bachelor's degree in Business/Commerce/Management required.

Experience

• 12–18 years of Sales experience , with minimum 5 years in a senior/state-level role .
• Mandatory: Experience in Alcoholic Beverages / Beer / FMCG with strong exposure to UP market.
• Strong understanding of UP Excise norms and alcohol distribution structure.