Area Sales Manager

Role: Area Sales Manager- Institutional Sales

Location: Mumbai

Experience required: 3+ years of relevant HORECA exposure, preferably in Alcobev/FMCG

Key Accountabilities:

Sales Planning

• Develop the sales plan aligned with the Institutional sales plan for the area
• Plan for achievement of annual volume targets for Premium, Ultra and Heineken brands (across all SKUs) and draft beer, while ensuring availability across all accounts
• Bifurcate the sales targets by brand, SKUs and outlets basis sales trends, potential etc.
• Engage with the supervisor monthly for expense budget basis the sales and marketing plan

Account Management

• Prepare the PJP for Bangalore distributing the area into 7 to 10 routes and fixing frequency of visit by outlet basis potential of business. Plan agenda by visit for each outlet
• Liaison with critical stakeholders at the key outlets to ensure continued business. Help drive increased footfalls at the outlets through campaigning and customer engagement activities
• Bring in sponsorship from UBL for key events at the outlets. Build a business case to secure the sponsorship
• Oversee execution of UBL sponsored events at the outlets ensuring maximum visibility through collaterals, communication, sales exclusivity etc.
• Ensure timely payment of discounts to the outlets. Collect required documentation and follow up with the Finance team for timely disbursement.
• Support supervisor in implementation of promotion activities/campaigns at the outlets of the Group Accounts as planned at the Head-Institutional Sales level

Sales Operations

• Oversee Draft Operations for timely delivery to the outlets
• Collect liquor license copy from the outlet and share with the brewery for approvals from the excise
• Support outlet in procurement of draft machinery and collaterals
• Communicate with the 3rd party transporter for provision of draft to the outlet
• Train outlet and on-board onto the draft servicing
• Visit outlets to ensure adequate stocking of all SKUs. Convince stakeholders (owner, beverage manager, bar incharge etc.) to stock more of UB brands
• Monitor expenditure vis-à-vis the budget and manage deviations

Market Research

• Engage with key stakeholders at the outlets to gather market intelligence around competitor activities, consumer behavior, demand etc.
• Map competition brand and volume presence outlet wise where other brands are also selling. Compare and assess competitor presence vs UBL; Analyze placement of UBL SKUs vs competitor SKUs
• Observe competitor trade marketing assets and strategies to assess UBL visibility share w.r.t. competitors

Relationship Management/ Team Management

• Coordinate with brewery team to ensure timely delivery for required beer cases and draft beers.
• Engage with outlet owners, beverage managers, bar in charges to successfully implement marketing campaigns and drive strategies to push UBL products, brands and interests in order to increase UBL sales and brand equity