About Monika Alcobev

Monika Alcobev Limited is a BSE-listed company headquartered in Mumbai that imports, markets and sells premium international spirits and wines across India. We own sales, marketing and customer relationships directly, working with some of the world's leading brand owners.

The role

As Channel Lead – Retail, you'll own Monika's retail (off-trade) marketing across key states: making our brands visible, available and chosen in liquor retail. You'll turn brand plans into in-store execution, lead the state retail marketing executives and the POSM production and warehouse team, and be accountable for the visibility delivered in outlets and its impact on offtake. You'll report to the Marketing Manager. Based in Mumbai, with travel of about 35% across key states.

What you'll do

Retail strategy and planning

- Build annual and quarterly retail plans by state: priority outlets, visibility, promotions and in-store manpower, aligned with brand plans and sales priorities.
- Translate brand teams' briefs into executable retail calendars with explicit outlet lists, timelines and KPIs.
- Define outlet classification and visibility standards for each class of outlet.
- Follow the Quarterly Market Operating SOP.

In-store branding, visibility and promotions
- Work with the Sales team to secure branding and display opportunities in retail outlets, and own their fabrication, deployment and upkeep with vendors and the team.
- Audit branding and displays regularly so they stay in good condition; repair or replace where needed.




- Plan and run in-store consumer promotions and festive programmes.
- Deploy, brief and review in-store promoters and merchandisers.
- Ensure all retail activity complies with state excise and advertising regulations.

POSM production and deployment

- Own the retail POSM pipeline from brand-approved design to production, warehousing, dispatch and deployment in outlets.
- Lead the POSM production and warehouse team: stock control, timely dispatch to states and deployment tracking with photo evidence.
- Manage fabrication, printing and merchandising vendors; negotiate costs and hold vendors to quality and timelines.

Team leadership

- Lead state retail marketing executives: monthly coverage plans, targets, market visits and reviews.
- Coach the team on outlet relationships, execution standards and reporting discipline.
- Conduct regular market visits to audit execution quality across states.

Budget and reporting

- Manage the retail budget within approved limits; track spend versus plan monthly; ensure POs, invoices and claim documentation are complete and on time.
- Compile monthly retail reports: outlet coverage, visibility delivered, promotion results and offtake in covered outlets.
- Share market insights, competitor activity and outlet feedback with brand and sales teams.

What we're looking for

- 6-9 years in retail, off-trade or trade marketing in alcobev, beverages or FMCG.
- Experience leading a field team across states.
- Willingness to travel about 35% of the time.

📌 Channel Lead – Retail (Mumbai)
🏢 Monika Alcobev
📍 Mumbai