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

- 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

Solid 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.

📌 Area Sales Executive (Thane)
🏢 Britannia Industries
📍 Thane