The Role
Drives secondary sales, distribution expansion, merchandising, product launches, and in-store visibility across assigned General Trade outlets. Manages distributors, beat planning, POB conversion, repeat orders, daily sales targets, mobile reporting, and retailer relationships. Requires FMCG or General/Modern Trade sales experience, distributor management knowledge, negotiation skills, local market expertise, and the ability to work independently.
Summary Generated by Built In
The Sales Officer will be responsible for driving secondary sales and merchandising for multiple brands in the General Trade channel by building and developing long-term relationships with retailers. The role focuses on execution excellence across the assigned territory to achieve sales targets, expand distribution, and strengthen in-store visibility.
Key Responsibilities
- Cover assigned retail and superstore outlets in the General Trade channel
- Drive secondary sales for multiple brands within the assigned territory
- Achieve assigned monthly and daily sales targets
- Responsible for new outlet opening and distribution expansion
- Execute new product launches across General Trade outlets
- Manage distributors and ensure effective beat planning and execution
- Execute new product launches across General Trade outlets
- Manage distributors and ensure effective beat planning and execution
- Achieve POB targets daily and ensure secondary execution
- Ensure POB conversion into secondary sales through DMS execution
- Ensure repeat and frequent orders from outlets
- Execute merchandising, in-store branding, and visibility initiatives
- Manage channel performance to improve sales and revenue
- Ensure daily mobile reporting (attendance & sales)
- Build and maintain strong relationships with channel partners
Requirements
Required Skills & Qualifications- 2–3 years of sales experience in FMCG/ General Trade/Modern Trade (Multiple Brands preferred)
- Strong understanding of General Trade dynamics and multi-brand handling
- Good negotiation and relationship management skills
- Sound knowledge of local geography and market
- Distributor management and secondary sales execution experience
- Basic calculation knowledge of retail and distributor schemes
- Target-driven with the ability to work independently.
Benefits
- Strong career growth opportunities
- Exposure to leading FMCG and modern trade brands
- Performance-based incentives
- Continuous learning and skill development
- Stable role with hands-on field experience
- Opportunity to build leadership capabilities
Skills Required
- 2-3 years of sales experience in FMCG, General Trade, or Modern Trade; multiple-brand experience preferred
- Strong understanding of General Trade dynamics and multi-brand handling
- Good negotiation and relationship management skills
- Sound knowledge of local geography and market
- Experience with distributor management and secondary sales execution
- Basic calculation knowledge of retail and distributor schemes
- Target-driven and able to work independently
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The Company
What We Do
Brand Arbor Services and Retail LLP is a Mumbai-based food and beverage services partnership founded in 2010. It focuses on food franchising and hospitality, taking an entrepreneurial approach to developing and supporting franchise businesses. The company’s stated specialties include food and beverage, franchising, and hospitality, and it operates with a small team serving its retail and franchise-related activities.
