Field Promoter - Alcoholic Beverages (On & Off Trade)

Overview

The Field Promoter role focuses on enhancing brand presence and driving consumer engagement for alcoholic beverage brands across assigned retail outlets. Responsibilities include managing in-store activations, ensuring compliance with trade marketing standards, and boosting shopper conversions through effective promotional activities.

Core Duties

• Set up and maintain all in-store branding elements such as stickers, standees, ICC POSM, glassware, and display units aligned with planograms and visual standards.
• Ensure chillers and display units are clean, well-stocked, and conforming to brand visibility and purity norms.
• Implement thematic campaign activations like ICC Cricket World Cup promotions and special limited-time displays.
• Capture geo-tagged and time-stamped photos of activations for reporting purposes.
• Conduct consumer promotions involving price discounts, multi-pack combos, free merchandise, and engage customers by explaining brand benefits to increase sales.
• Responsible for sampling or tastings in compliance with legal drinking age and responsible consumption policies.
• Track and report promotion outcomes at each outlet regarding sales uplift and shopper conversions.
• Ensure planogram compliance including brand facings, SKU variety, pricing clarity, and shelf share.
• Monitor and address chiller purity, out-of-stock situations, and coordinate with store staff or sales reps for restocking timely.
• Maintain all brand assets and immediately report any damage or misuse according to standard operating procedures.
• Foster strong relationships with outlet stakeholders to secure premium space and support for ongoing promotions.
• Brief retailers on promotion details, handle queries, and coordinate with sales teams for smooth execution of marketing activities.
• Adhere to daily outlet visit plans and submit detailed reports via company platforms covering visits, images, checklists, and sales data.
• Uphold company policies regarding responsible alcohol marketing, ethical behavior, grooming, uniform standards, and accurate data reporting.
• Escalate issues like out-of-stock, asset damage, competitor activity, or policy violations using the designated escalation process.

Qualifications & Eligibility

• Educational requirement: Minimum Higher Secondary (10+2) pass from a recognized board.
• Preferred candidates possess a graduate degree in any discipline or hold diplomas in Sales, Marketing, or Hospitality, especially for metropolitan or key city postings.
• Experience desired: 6 to 12 months in field promotion, merchandising, FMCG or alcoholic beverage sales within modern trade, general trade, QSR, or hospitality sectors.
• Fresh candidates with strong communication skills and polished appearance may be eligible for trainee or junior promoter roles, particularly in tier 2 locations.