Area Sales Manager — Retail (Shop-in-Shop)BulBul | A Venture of Bubble Bee Export HouseLocation: Field-based (Specific state/city cluster to be assigned) Territory: Assigned cluster within North & East India (e.g., Western UP, Eastern UP, Delhi NCR, Punjab, Bihar, etc.)or Gujarat or anytoher state. Reports to: Regional Sales Manager Employment Type: Full-time Experience Required: 2–5 years in retail field sales (women's ethnic wear / fashion / lifestyle preferred)

About BulBulBulBul is a mass premium Indian ethnic wear lifestyle brand offering timeless designs crafted in premium fabrics — pure muslin, chanderi, and cotton with cotton mul lining. A venture of Bubble Bee Export House, with manufacturing based in Ahmedabad, Gujarat, BulBul operates across D2C e-commerce (bulbulfashions.com), B2B wholesale (500+ retail partners), and a rapidly expanding network of Shop-in-Shop retail partnerships across India.

We are hiring Area Sales Managers to own and drive BulBul's SiS retail operations within assigned city clusters across North and East India.

Role SummaryYou are BulBul's boots on the ground. You own a defined cluster of cities or districts within a state, and your job is simple in concept but demanding in execution: make every BulBul Shop-in-Shop counter in your territory sell, and sign up new ones that will.

You report to the Regional Sales Manager and are responsible for the daily, weekly, and monthly rhythm of retail operations in your area — store visits, staff management, VM upkeep, stock health, partner relationships, and new store prospecting.

This is a pure field role. If you are looking for something that involves sitting at a desk for more than a day a week, this is not it.

Key Responsibilities1.

Store Sales

Performance — Daily Ownership

- Own the monthly sales targets for every live SiS store in your assigned area
- Visit each store a minimum of 3–4 times per month; high-priority or underperforming stores to be visited weekly
- Track daily sales reported by in-store Sales Executives; follow up immediately when numbers drop — don't wait for the weekly review
- Analyse store-level data: sell-through rate, top-selling and slow-moving SKUs, average transaction value, footfall-to-conversion ratio, and return/exchange patterns
- Identify root causes for underperformance at each store — is it stock gaps, wrong assortment, poor staff performance, bad display placement, or low store footfall — and take corrective action, not just report the problem
- Push for better display placement, more floor space, and priority positioning within partner stores through consistent relationship-building
- Execute in-store promotions, festive offers, and seasonal campaigns as directed by the RSM and HQ

2.

New Store

Prospecting & Sign-Up
- Scout and identify potential retail partners for new BulBul SiS placements within your assigned area
- Evaluate prospective stores: footfall quality, customer profile, existing brand mix, available floor space, store reputation, and location demographics
- Conduct initial pitches to store owners — present BulBul's brand story, product range, margin structure, and SiS partnership model
- Progress qualified prospects to the RSM for final negotiation and agreement closure
- Support the full onboarding of newly signed stores: coordinate fixture delivery and installation, VM setup, initial stock placement, and Sales Executive deployment
- Maintain a live pipeline tracker of all prospects in your area with clear status updates shared with the RSM weekly




- Achieve monthly/quarterly new store sign-up targets as set by the RSM

3. In-Store Sales Team Management
- Directly manage all in-store Sales Executives / Brand Promoters deployed across SiS locations in your area
- Recruit and onboard new Sales Executives for new stores or replacement hiring — source locally, interview, and get RSM sign-off
- Train every Sales Executive on:
- BulBul's complete product range — fabrics (muslin, chanderi, cotton), fits, styling, price points, and new collections
- Brand story and positioning — what makes BulBul different and how to communicate it to customers
- Selling techniques — approach, engagement, upselling, cross-selling, and closing
- Handling common customer objections on price, fabric, fit, and comparisons with competitor brands
- Set individual daily and monthly sales targets for each Sales Executive; review performance weekly
- Coach underperforming staff with specific, actionable feedback — not vague encouragement. If someone cannot improve after two coaching cycles, initiate replacement
- Ensure staff attendance, punctuality, grooming, and professional conduct. You are responsible for what the customer experiences at the counter
- Track and submit incentive eligibility data for Sales Executives to the RSM monthly

4.

Visual

Merchandising & Brand Compliance
- Ensure BulBul's VM standards are maintained flawlessly at every store in your area — every single visit is a VM audit
- Check: fixture condition, product display arrangement (by collection/occasion, not random), signage placement, price tag accuracy, brand collateral (standees, danglers, shelf strips, carry bags), and trial room branding
- Fix minor VM issues on the spot during store visits — don't just photograph and escalate
- Coordinate with RSM/HQ for fixture repairs, collateral replenishment, and seasonal display change-outs
- Supervise VM setup at every new store launch in your area — be physically present on launch day, no exceptions
- Submit photographic VM audit reports after every store visit using the standard format provided by HQ

5. Stock & Inventory Management
- Monitor stock levels at each store — ensure adequate depth and width across active collections
- Identify stock-outs, overstock, and slow-moving inventory; raise replenishment and stock swap requests to the RSM with specific SKU-level recommendations
- Coordinate with HQ logistics for timely dispatch of new stock and collection refreshes
- Conduct periodic physical stock counts at each store; reconcile with system records and flag discrepancies immediately
- Ensure proper stock storage and handling at partner stores — no dumping in back rooms, no mixing with other brands' inventory, no damage from poor storage
- Manage the returns process: collect defective or unsold stock per HQ policy, document properly, and coordinate reverse logistics

6.

Retail Partner Relationship

Management
- Be the primary point of contact for store owners and managers in your area for all BulBul-related matters
- Build genuine relationships — know their business, understand their challenges,



and position BulBul as a partner that makes them money, not just a brand that occupies their floor space
- Address partner grievances — stock delays, margin queries, staff issues, VM concerns — within 24 hours. Don't let problems fester
- Share relevant sell-through data, best-selling SKU insights, and market intelligence with partners to keep them engaged and invested in BulBul's success
- Ensure timely settlement of payments, credit notes, and commercial matters in coordination with the RSM and HQ accounts team
- Identify opportunities for upsizing — if a partner is doing well, push for more floor space, additional fixture bays, or a larger assortment allocation

7.

Market

Feedback & Local Intelligence
- Report local market trends: which competitor brands are gaining traction, what price points are moving, what fabrics and styles customers are asking for, and what promotions are driving footfall at competitor counters
- Track local events, weddings, festivals, college events, and shopping seasons that create demand spikes — feed this information to the RSM for promotional planning
- Capture customer feedback from Sales Executives: what are customers saying about BulBul's pricing, fabric quality, designs, and fit? What are they comparing us with?
- Identify if any competitor brand is pitching to your existing partner stores and alert the RSM immediately

What We're Looking ForMust-Have
- 2–5 years of experience in retail field sales — ideally in women's wear, ethnic wear, fashion, or lifestyle categories
- Experience managing in-store sales staff or brand promoters at the store level
- Comfortable with daily store visits and 80-90% field time — this is not a hybrid or WFH role
- Strong interpersonal skills — you can build trust with a small-town store owner as easily as a mall retail chain manager
- Fluent in Hindi; basic English for reporting. Regional language proficiency (Punjabi, Bhojpuri, etc.) is a plus depending on territory
- Proficient in basic smartphone tools — WhatsApp for daily reporting, Google Sheets or Excel for trackers, and photo documentation for VM audits
- Own two-wheeler with valid driving license (mandatory)
- Based in or willing to relocate to the assigned territory

Good-to-Have
- Prior experience in SiS or MBO retail — you know how a shop-in-shop counter operates day to day
- Background specifically in women's ethnic wear retail
- Experience with recent store launches, fixture setup, and VM execution
- Familiarity with POS reporting or retail inventory systems
- Local market knowledge and existing retailer contacts within the assigned territory

The Right Fit
- You are a field person who gets restless sitting in one place. Your energy comes from being in stores, talking to customers, and seeing your numbers move
- You don't just report problems — you solve them. If the display is wrong, you fix it. If the staff is slacking, you course-correct on the spot. If stock is running low, you raise the alarm the same day, not the next review cycle

- You take your store numbers personally. When a store misses target, you lose sleep over it — not because someone is pressuring you, but because you treat it like your own business

- You are honest in your reporting. You don't inflate visit counts, fabricate VM photos, or hide underperformance. Integrity is non-negotiable in this role
- You understand that working for an early-stage brand is different from a legacy MNC — there is no playbook handed to you. You help write it

📌 Area Sales Manager (Ahmedabad)
🏢 Bulbul
📍 Ahmedabad