Role & responsibilities

1. Channel Merchandising

- Develop and execute the merchandising strategy across liquor stores and BYOB outlets in Delhi, Gurgaon, Noida and other key NCR markets.

- Ensure excellent visibility, availability, display and share-of-shelf for the brand.

- Identify high-potential outlets and develop outlet-wise merchandising plans.

- Drive execution of POSM, displays, branding units, chillers, racks, danglers, shelf strips and other visibility assets.

- Conduct regular market visits and outlet audits to ensure execution standards are maintained.

- Track competitor visibility, pricing, promotions, new launches and merchandising initiatives.

1. Consumer & Trade Activations

- Plan and execute consumer activation programs across BYOBs, liquor stores and relevant nightlife/consumption occasions.

- Develop innovative activation ideas around key occasions, seasons, festivals and brand moments.

- Manage sampling, consumer engagement, bartender/retailer initiatives and other experiential programs where applicable.

- Work closely with the marketing team to translate brand campaigns into effective trade and outlet-level activations.

- Measure activation effectiveness through defined KPIs such as footfall, trials, conversions, visibility and incremental sales.

1. Sales Enablement

- Work closely with the sales team to identify outlets and geographies with maximum growth potential.

- Create outlet-wise plans to improve distribution, visibility and sales velocity.

- Support new product launches with focused merchandising and activation plans.

- Develop initiatives to improve retailer engagement and secondary sales.

- Identify gaps in availability and execution and work with sales/distributors to close them.

1. Retailer & Channel Partner Management

- Build strong relationships with key liquor retailers,



BYOB owners/managers and other channel stakeholders.

- Understand retailer economics, consumer profiles and outlet-level opportunities.

- Negotiate and execute commercially viable visibility and activation opportunities within company guidelines.

- Develop a database/mapping of key NCR outlets and classify them based on potential, format and importance.

1. Market Intelligence

- Continuously monitor competitor brands, pricing, promotions, visibility and activation strategies.

- Track emerging liquor retail formats, premium stores, BYOBs and consumption hotspots across NCR.

- Provide actionable insights on consumer trends, competitor activity and channel opportunities.

- Share regular market intelligence reports with the leadership team.

1. Execution & Reporting

- Own the end-to-end execution of merchandising and activation plans.

- Manage agencies, promoters, merchandising teams and third-party vendors where required.

- Ensure timely deployment of POSM and activation assets.

- Maintain outlet-wise execution trackers and photographic audits.

- Track budgets, spends and ROI for activations and merchandising initiatives.

- Present regular reports on execution, visibility, activations and business impact.

Preferred candidate profile

Candidates from

- Alcohol / Beverage companies

Experience specifically in liquor retail, BYOBs, Delhi/NCR trade would be a strong advantage.

Required Skills

- Strong understanding of Delhi/NCR liquor retail and BYOB ecosystem

- Excellent on-ground execution capability

- Robust retailer/channel relationships

- Trade merchandising expertise

- Consumer activation and experiential marketing

- Negotiation and stakeholder management

- Data-driven approach to market execution

- Strong communication and presentation skills

- Ability to manage agencies and field teams

- High ownership and entrepreneurial mindset

📌 Executive Sales Merchandising & Activation (Delhi)
🏢 Fullife Healthcare
📍 Delhi