Area Sales Head

Job Description

We are seeking a results-driven and experienced Area Sales Head to lead and grow our ON-Trade and OFF-Trade liquor sales across the West Bengal, Bangalore ,Odisha and Karnatka. The ideal candidate will have strong knowledge of the liquor/alcoholic beverage industry, excellent distributor and trade management skills, and a deep understanding of both urban and semi-urban retail dynamics. This role requires strategic planning, people management, strong networking, and consistent market execution to drive volume, visibility, and profitability. Key Responsibilities: Develop and execute region-specific ON-Trade and OFF-Trade sales strategies aligned with company goals. Achieve monthly, quarterly, and annual volume and revenue targets. Identify growth opportunities across key cities and towns and implement market penetration initiatives. Manage key accounts, premium outlets, modern trade, retail chains, and traditional trade channels. Establish and maintain strong distributor networks and relationships. Oversee pricing, schemes, and margins across both channels. Coordinate with trade partners to ensure timely order processing, delivery, and collections. Ensure smooth and compliant onboarding and functioning of ON-Trade partners like bars, restaurants, lounges, hotels, and clubs. Monitor and drive in-market execution including merchandising, visibility, and point-of-sale material (POSM) deployment. Conduct regular market visits to assess execution, customer feedback, and competitor activities. Lead trade promotional activities, brand activations, and customer engagement events. Recruit, train, and manage sales manager, executives, promoters, and field staff. Set KPIs, track performance, and implement performance improvement plans. Foster a culture of accountability, collaboration, and continuous improvement. Provide accurate and timely sales reports, forecasts, and market intelligence. Ensure adherence to legal, licensing, and compliance requirements in each state. Coordinate with logistics, finance, and marketing teams for seamless operations. Key Requirements: Education: Bachelor s Degree (MBA in Sales/Marketing preferred) Experience: 7-15 years in the liquor industry or FMCG beverage sector, with at least 3 years in a regional/area sales leadership role. Geographical Knowledge: Deep understanding of regional markets in North East, West Bengal, Bangalore, and Odisha. Channel Expertise: Proven experience in managing ON-Trade and OFF-Trade channels. Strong distributor and trade network in the assigned regions. Excellent negotiation, interpersonal, and communication skills. Willingness to travel extensively across assigned territories.