Area Sales Executive - Institutional Sales

Position: ASE – Institutional sales

Location: Bangalore

Key Accountabilities

1. Sales Planning

• Develop and execute the sales plan in alignment with the overall institutional sales objectives.
• Meet annual volume targets across Premium, Ultra, and Heineken brands (all SKUs) along with draft beer, ensuring consistent availability at key accounts.
• Break down sales targets by brand, SKUs, and outlets based on sales trends and potential.
• Collaborate with the supervisor on monthly expense budgeting aligned to sales and marketing initiatives.

2. Account Management

• Design and implement a Permanent Journey Plan (PJP) to systematically visit outlets across your territory.
• Build and maintain relationships with key outlet stakeholders (owners, beverage managers, bar leads, etc.).
• Coordinate with leadership to secure sponsorship for major events and oversee the brand’s activation for maximum visibility.
• Ensure on-time payment of discounts and proper documentation in liaison with the Finance team.

3. Sales Operations

• Manage draft beer operations, including collecting liquor license copies for brewery and excise approvals.
• Support outlets in procuring draft equipment and promotional materials.
• Monitor adequate stocking of all SKUs across outlets and convince stakeholders to increase UB brands’ presence.
• Track expenses against budget and proactively manage any deviations.

4. Market Research

• Gather insights from outlets on competitor strategies, product placements, and consumer behavior.
• Map competitor presence brand-wise and outlet-wise, comparing UBL’s SKUs against competitors.
• Assess trade marketing initiatives to maintain and grow UBL’s share of visibility.

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Qualifications & Experience

• Education: Master’s in Business Administration (MBA) or equivalent.
• Experience: Minimum 3+ years of relevant HORECA exposure, preferably in Alcobev/FMCG.
• Industry Knowledge:
  • Strong understanding of the Alco-Bev sector and key account management.
  • Experience with event management, promotions, and trade marketing tactics.
• Skills: Excellent communication, negotiation, and relationship-building skills, with a keen focus on results.