Area Sales Manager - Energy Drinks

• Build GT-focused Trade Marketing plans to drive Energy category growth across priority states and markets.
• Develop beat-level activation playbooks, outlet segmentation (A+/A/B/C), and execution priorities aligned to sales strategy.
• Identify micro-market opportunities and competitive gaps within GT.

2. Visibility & POSM Deployment

• Design and deploy POSM assets across GT: cooler branding, racks, tin plates, glow signs, danglers, can standees, and posters.
• Ensure high-quality execution through compliance grids and monthly scorecards.
• Coordinate with the CDE team for cooler placement, visibility infrastructure, uptime, and branding installations.
• Track POSM lifecycle, recovery, usage norms, and material movement.

3. Local Activations & Consumer Touchpoints

• Execute GT-focused activation programs: sampling in high-footfall kiranas, youth clusters, local events, and rider/college touchpoints.
• Build retailer engagement contests, trade schemes, and mechanic-led initiatives to drive throughput.
• Partner with local agencies for on-ground execution, route activations, and micro-market engagement.

4. Joint Planning With SalesEnergy Dedicated Team + Core CSD Trade Marketing Team

• Work closely with the

  Dedicated Energy Sales Team

  to build monthly and quarterly execution calendarslaunch drives, visibility blitzes, and beat deep dives.
• Collaborate with the

  Core CSD Trade Marketing Team

  for:
• Cooler standards and trade visibility frameworks
• Deployment norms & category-first branding
• Joint campaigns that integrate CSD + Energy portfolios where relevant

• Provide the field teams with activation toolkits, POSM grids, brand narratives, and execution playbooks.
• Support distributor onboarding, beat expansion, and new outlet activation for Energy Drinks.

5. Performance Tracking & Market Intelligence

• Track KPIs: Numeric & Weighted Distribution, Cooler Productivity, Throughput, SOS, GT visibility scores, and activation ROI.
• Build weekly dashboards for regional leadership and national category teams.
• Maintain competitor intelligence on pricing, visibility, GT schemes, campaigns, and activations.

6. Budget Management

• Own the GT trade marketing budget for Energy Drinks.
• Optimize spends across POSM, activations, agency partners, cooler branding, and retailer programs.
• Drive cost efficiencies through rate cards, vendor consolidation, and ROI-focused spending.

7. Cross-functional Collaboration

• Collaborate with:

• Dedicated Energy Sales Team

  for GT execution depth

• CSD TM Team

  for shared infrastructure & TM synergy

• CDE

  for cooler assets, visibility execution & uptime

• Commercial & SCM

  for forecasting, PO/GRN, and inventory management

• Finance

  for budget governance & claims

• Drive end-to-end coordination for flawless on-ground implementation.

Key Skills & Competencies

• Strong GT understanding with experience in high-velocity beverage categories.
• Expertise in POSM development, activation planning, and outlet-level execution.
• Analytical capability to track sales KPIs and activation ROI.
• Ability to manage vendors, agencies, budgets, and timelines.
• Creative execution mindset with strong business orientation.

Experience & Qualifications

• MBA/PGDM in Marketing/Sales preferred.
• 47 years of FMCG GT Trade Marketing experience (Beverages/Energy/CSD preferred).
• Prior experience with sampling programs, visibility deployment, and local activation management in GT is essential.

Apply here or share your updated resume @ debjani1.dutta@ril.com