– Area Sales Executive (ASE) – Modern Trade

Location: Kerala

Department: Sales & Marketing

Industry: FMCG / Personal Care

Job Purpose:

To drive sales growth, distribution expansion, and product visibility across Modern Trade outlets in Kerala by managing key retail accounts, executing promotional activities, ensuring product availability, and achieving assigned sales targets.

Key Responsibilities

1. Sales & Business Development

- Achieve monthly and annual sales targets across assigned Modern Trade accounts.
- Drive primary and secondary sales growth across supermarkets, hypermarkets, and organised retail chains.
- Identify new business opportunities and expand product presence across Modern Trade outlets in Kerala.
- Develop and execute account-wise sales plans to achieve business objectives.

2. Modern Trade Account Management

- Build and maintain solid relationships with Modern Trade buyers, store managers, and retail partners.
- Coordinate with key accounts and retail chains to improve sales, visibility, and product placement.
- Monitor stock availability, order generation, replenishment, and product assortment across outlets.
- Ensure timely execution of agreed commercial terms, promotional schemes, and retail activities.

3. Merchandising & Visibility

- Ensure optimum shelf placement, planogram compliance, branding, and in-store product visibility.
- Execute promotional campaigns, product displays, sampling activities, and new product launches.
- Monitor competitor activities, pricing, promotions, and shelf share.
- Conduct regular outlet visits to ensure execution standards and identify business opportunities.

4. Distributor & Operational Management

- Coordinate with distributors and internal teams to ensure product availability and timely order fulfilment.
- Monitor inventory levels, stock ageing,



expiry, returns, and claims.
- Ensure timely submission and settlement of promotional claims and trade schemes in coordination with the accounts team.
- Maintain accurate sales reports, outlet productivity data, and market information.

5. Market Intelligence & Reporting

- Track sales performance, target achievement, distribution, and outlet-wise productivity.
- Provide regular reports on sales trends, competitor activities, market developments, and promotional effectiveness.
- Recommend corrective actions to improve sales, profitability, and market share.

Key Performance Indicators (KPIs):

- Achievement of sales targets and growth objectives.
- Secondary sales growth and outlet productivity.
- Expansion of Modern Trade distribution and outlet coverage.
- Product availability, shelf share, and in-store visibility.
- Effectiveness of promotional schemes and new product launches.
- Timely submission and clearance of trade claims.
- Inventory management and reduction of stock ageing and expiry.

Eligibility Criteria:

- Education: Graduate in any discipline
- Experience: 5–8 years of experience in FMCG sales, preferably in Modern Trade.
- Experience in personal care, beauty, home care, or consumer goods will be an advantage.
- Exposure to organised retail chains, supermarkets, and hypermarkets is preferred.
- Good negotiation, communication, analytical, and relationship-management skills.
- Proficiency in MS Excel, sales reporting, and DMS/SFA applications.
- Willingness to travel extensively across assigned markets in Kerala.

Preferred Candidate Profile A target-oriented sales professional with hands-on experience in Modern Trade account management, retail execution, merchandising, and distributor coordination, with the ability to drive sales growth and strengthen brand presence across Kerala.

📌 Area Sales Executive (Kochi)
🏢 Cholayil Private
📍 Kochi