Area Sales Executive

The Area Sales Executive (ASE) is responsible for driving sales growth and market share for pet food products in the General Trade (GT) channel. The role covers distribution expansion, retailer engagement, merchandising excellence, and execution of trade promotions across the assigned territory. The ASE will manage distributor partners, sales representatives, and key retail accounts to deliver monthly/quarterly targets and ensure category development.

• Achieve monthly/quarterly sales targets (primary & secondary) for pet food portfolio.
• Drive volume, value, and mix per SKU, pack sizes, and price points.
• Monitor sell-in vs. sell-out and take corrective actions to avoid stockouts/overstock.
• Expand numeric & weighted distribution across GT outlets (kiranas, pet shops, chemists, general stores).
• Ensure channel-wise coverage through beat planning and route optimization.
• Appoint and nurture distributors/stockists; ensure healthy ROI and adherence to company policies.
• Execute planograms, POSM deployment, and shelf share targets.
• Maintain FIFO and hygiene standards on shelf; ensure price communication is clear.
• Run in-store activations and sampling programs where relevant.
• Implement trade schemes, discounts, loyalty programs, and consumer offers per calendar.
• Conduct scheme communication and claim closures on time with distributors/retailers.
• Track promo effectiveness (uplift, redemption, ROI).
• Build strong relationships with retailers, pet shop owners, vets, and influencers in the pet ecosystem.
• Conduct product education (nutrition, benefits, feeding guidelines).
• Handle queries, objections, and grievances professionally.
• Lead and coach SRs/DSRs on beat discipline, pitch, and execution standards.
• Review distributor inventory, claims, ledgers, and DSR productivity regularly.
• Coordinate with supply chain, finance, trade marketing, and category teams.
• Track competitor pricing, new launches, promo activities, and merchandising.
• Provide weekly/monthly MIS, insights, and action plans.
• Ensure compliance with company policies, ethical conduct, and documentation (POs, GRNs, claims).
• Numeric distribution; weighted distribution; new outlet additions/month
• Visibility: Shelf share; # of outlets with planogram compliance; POSM deployment rate
• Promo Execution: Scheme uptake & redemption; promo ROI; compliance score
• DSR Productivity: Calls/day; effective coverage; strike rate; order value
• Supply Health: Stock hygiene (days of inventory, OOS %); return % within norms
• Collections: Timely collections; DSO in line with policy
• Data & Reporting: Accuracy and timeliness of MIS; actionable insights

• Graduate/Postgraduate in Business/Commerce
• 2–5 years in FMCG GT sales; prior experience in pet care/pet food or nutrition category preferred.
• Strong exposure to distributor and retail management and trade marketing.
• Sales Execution: Route planning, beat management, and closing skills.
• Negotiation & Relationship Building: With retailers and distributors.
• Analytical Skills: Basic Excel, sales tracking, and data-driven decisions.
• Category Understanding: Pet nutrition basics, product USP articulation.
• Communication: Clear verbal and written; local language proficiency is a plus.
• Ownership & Resilience: Target orientation and ability to thrive in the field.
• Ethics & Compliance: Integrity, process adherence, and documentation discipline.