Head - Commercial Sales - Beverage Industry

Description: Our client a pioneer in the beverage industry is looking for a Head of Sales (Commercial) NARTD products in Punjab region!
Head Sales Commercial (15+ Years of experience in the industry)
Role Purpose:
To control, design and monitor all trade commercials (schemes, claims, distributor margins, investments, pricing, and market spends) to ensure achievement of NSV, CM, and Working Capital targets while supporting sales growth. The role acts as the commercial gatekeeper for the entire Sales organization.
Ideal Candidate Profile:
- FMCG / Beverage / Food background mandatory
- Must have handled distributor-based GT channel
- Strong in pricing & contribution analytics
- ERP driven environment (SAP/D365 experience preferred
Collaboration/Coordination with the following internal teams:
- Trade Scheme Controller
- Claims & Settlement Team
- Sales Commercial Analyst / MIS
- Distributor Accounts Coordinator
Major Responsibilities:
Trade Commercial Strategy
- Design distributor margin structures (Primary & Secondary)
- Control ROI of schemes and promotions
- Approve trade investments (visibility, retailer programs, incentives)

- Validate pricing architecture (PTR, PTS, MRP alignment)
- Prevent price distortions across territories
Scheme Governance & Control
- Approve all monthly / quarterly schemes
- Ensure scheme ROI justification before launch
- Monitor uplift vs spend vs incremental contribution
- Stop non-performing schemes mid-cycle
- Maintain scheme budget discipline
Claims & Settlement Control
- Validate distributor claims (secondary schemes, damages, incentives)
- Prevent duplicate / inflated claims
- Ensure claim settlement TAT
- Audit field team market spends
- Build automated claim verification logic
Distributor Commercial Management
- Define distributor profitability model
- Monitor ROI distributor wise
- Control credit notes & adjustments
- Track outstanding vs commercial exposure
- Recommend corrective actions (margin, area, productivity)
Pricing & Contribution Management
- Track SKU-wise CM contribution
- Identify loss making SKUs/territories
- Control price-off leakages
- Support price revisions
- Work with Sales for volume vs margin balance
Budget Control (Critical in NARTD)
- Own Sales Commercial Budget (NOT sales head)
- Monitor Budget vs Actual daily/weekly
- Forecast monthly trade spends
- Ensure P&L landing within CM plan
Analytics & Decision Support
- Create sales profitability dashboards
- Territory ROI analysis
- Customer/channel profitability
- Pack mix impact analysis
- Support target setting with realistic contribution
Systems & Process Control
- Design ERP commercial workflows
- Control manual credit notes
- Implement maker-checker processes
- Commercial SOP creation & audit
Location: Ludhiana
Budget: Attractive salary + incentives and transport allowance