Head of Sales

Role OverviewThe Head of Sales – UP is responsible for leading the complete state-level sales and distribution operations for Mount Everest Breweries Ltd. The role drives sales volume, market share, distribution reach, and brand visibility across all channels of the beer/alcohol beverage market (On-Trade & Off-Trade). This position requires strong leadership, deep understanding of the UP-excise environment, distributor management expertise, and the ability to deliver consistent growth in a highly competitive state.Key Responsibilities1. State Sales Strategy & Business PlanningDevelop annual & monthly sales plans for Uttar Pradesh aligned with company goals.Identify growth opportunities across zones (East, West, Central UP) and prioritize high-potential markets.Build route-to-market strategies considering UP excise norms and channel dynamics.Drive revenue, profitability, and market share objectives for the state.2. Leadership & Team ManagementLead and manage ASMs, ABMs, TSIs, and frontline sales teams across all regions of UP.Set performance goals, conduct regular reviews, and drive high field discipline.Build team capability via training, coaching, and performance improvement initiatives.Foster a performance-driven and accountable sales culture.3. Distributor ManagementAppoint, monitor, and develop distributors in accordance with company policies.Ensure distributor profitability (ROI), infrastructure readiness, working capital, and inventory norms.Drive efficient order processing, stock hygiene, and service levels across the state.Conduct periodic distributor performance reviews.4. Channel Execution – On-Trade & Off-TradeEnsure strong presence in both on-trade (bars, restaurants, clubs) and off-trade (retail, model shops, beer shops).Oversee outlet visibility, merchandising standards, cold equipment deployment, and execution of trade marketing programs.Work closely with the Trade Marketing team for activation plans, promotions, and visibility drives.5. Government & Excise LiaisonManage excise compliance, licensing, pricing submissions, and monthly documentation requirements.Maintain harmonious relationships with UP Excise officials for smooth business operations.Ensure full compliance with state excise policies, MRP norms, and legal guidelines.6. Sales Operations & ForecastingTrack daily/weekly/monthly sales performance using MIS dashboards.Forecast demand accurately considering seasonality, festival peaks, and excise cycles.Coordinate with Supply Chain & Production teams to ensure stock availability.Manage SKU-wise planning and minimize expiry/wastage.7. Market Intelligence & Competition TrackingMonitor competitor launches, schemes, pricing, visibility, and market activities.Conduct periodic market audits to assess distribution gaps and execution quality.Provide insights for strategic decisions at the national level.8. Budget Management & Cost ControlManage state sales budget, PJP (Permanent Journey Plan), trade spends, and visibility investments.Improve productivity, route efficiency, and cost-to-serve metrics.Ensure ROI-driven activation and promotional spending.Key Skills & RequirementsEducationMBA/PGDM in Sales / Marketing preferred.Bachelor's degree in Business/Commerce/Management required.Experience12–18 years of Sales experience, with minimum 5 years in a senior/state-level role.Mandatory: Experience in Alcoholic Beverages / Beer / FMCG with strong exposure to UP market.Strong understanding of UP Excise norms and alcohol distribution structure.