Job Title

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 Planning- Develop 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 Management- Lead 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 Management- Appoint, 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-Trade- Ensure 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 Liaison- Manage 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 & Forecasting- Track 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 Tracking- Monitor 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 Control- Manage 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 & RequirementsEducation- MBA/PGDM in Sales / Marketing preferred. - Bachelor's degree in Business/Commerce/Management required.Experience- 12–18 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.