Private Jobs in West Bengal- Regional Sales Head, East- United Breweries Ltd.

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United Breweries Ltd.

Role Title Head – Regional Sales

Department Sales

The broad objective of the role

Direct and manage sales and distribution team to develop and/or, plan and execute sales and route to market (RTM) strategies and programs in the East region to drive and deliver on assigned targets of turnover, profitability, and volume sold

Job Scope And Responsibilities

Sales strategy formulation and planning

  • Participate in the development of the UBL sales strategy to understand the annual sales targets (volume sold, turnover, profitability) and corresponding expectations of the business from the East market
  • Provide foresight into the way things are going to pan out in the medium (2-5 years) and long (above 5 years) term to enable shaping of long-range plans, basis market intelligence
  • Formulate the route-to-market strategy by state, ensuring alignment with the market operating model (corporation/distributor/wholesaler), overall business priorities, and budgeted targets
  • Guide implementation of the regional strategy and sales plan by consolidating inputs from the state heads; define KPIs for success aligned with the prevalent operating model in the state
  • Work closely with the CSO to finalize budgets vis-à-vis last year spending, sales plan, overheads, and costs aligned with business requirements
  • Evaluate market trends and competitor moves to protect existing sales and maximize future opportunities

Sales management and review

  • Provide oversight to the sales team to achieve budgeted targets. Review daily sales reports and performance for all products across the region to ascertain adherence to a defined sales plan
  • Evaluate performance against KPI and monitor progress vis-à-vis sales plan. Identify deviation/s, analyze root cause to understand key issues, action plan for timely course correction
  • Monitor expenditure vis-à-vis the budget and manage deviations
  • Review sales revenue projections and consolidate to provide overall sales projections for the region
  • Contribute to monthly review meetings presided by the CSO by providing an overview of the sales performance of the region

Stakeholder management

  • Build and maintain mutually beneficial relationships both within and external to the organization to ensure achievement of sales objectives
  • Drive interactions with the Government authorities, excise department to favorably influence key policy decisions such as export-import duty reduction, pricing, managing operational charges – unloading charges, damage charges
  • Liaise with government corporations to drive increased sales and identify opportunities to increase visibility and reach of UBL products
  • Nurture mutually beneficial relationships with key stakeholders at wholesalers to help achieve a greater share of the business and timely collections
  • Collaborate with the Manufacturing Operations team providing them with visibility on demand thereby enabling efficient and optimal brewery operations to ensure consistent supply

Pricing and profitability

  • Assume responsibility as the custodian of profitability for the region
  • Manage costs and expenses through strategic procurement from regional breweries, minimizing inventory, modifying the discount structure, etc. thereby maximizing margins per case
  • Lead dialogue with the Government to negotiate a favorable price of the product
  • Keep abreast of competitors’ pricing and alter product pricing decisions accordingly

Regional marketing

  • Provide oversight to regional marketing initiatives to ensure consumer franchise increases in the region through activities pertaining to trade
  • Provide insights from an understanding of consumer behavior in the region to help customize BTL activities by state

Team development

  • Provide coaching, support, and leadership to the team and ensure adequate training & development opportunities for team members to enhance technical skills and behavioral competencies
  • Participate in the recruitment process to identify the right talent across positions within the function
  • Establish individual performance expectations and regularly review the individual performance of the team
  • Empower and enable the sales team to have adequate bandwidth to focus on their core areas
  • Take responsibility to ensure that the team imbibes the committed UBL values and culture

Education And Experience


  • Minimum Degree: Master’s in business administration

Desired Experience

  • Minimum 12+ years with significant experience in leading a large sales team
  • Experience working in sales for an FMCG
  • Experience in dealing with customers from different geographies
  • Understanding of the Alco-Bev industry dynamics and market operating models
  • Ability to negotiate with external stakeholders (govt. officials/ bureaucrats etc.)

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