Merchandiser

Job description

Job Title & Role Summary Job Title: Field Promoter Alco Bev (On & O Trade) Role Summary: The Field Promoter is responsible for driving brand visibility, executing in-store activations, and generating consumer pull for core brands at assigned outlets. The role focuses on outlet execution, shopper conversion and adherence to all trade marketing and compliance guidelines in the territory. Key Roles & Responsibilities 1. In-store activation & visibility ¢ Set up and maintain all in-store visibility elements like stickers, standees, ICC POSM, glassware, display units etc) as per planogram and Picture of Success. Ensure chillers, display units and branded xtures are clean, well-stocked and compliant with visibility guidelines and purity standards at the POC. Execute visibility drives and campaign-specic activations like ICC Cricket World Cup visibility themes and limited-time displays. Capture and upload before/after photos of all activations with geo-tag and time stamp through the designated app. 2. Consumer promotion & spot selling ¢ ¢ ¢ ¢ Execute consumer promotions (price-os, multi-pack oers, combo deals, free merchandise) as per brief and promo mechanics. Actively engage shoppers, explain brand proposition and promotion benets, and drive conversion to Brand SKUs. Conduct sampling / tasting (where permitted), ensuring strict adherence to legal drinking age and responsible consumption guidelines. Track and report promotion performance (uplift vs. baseline, STC conversions) outlet-wise. 3. Business-as-usual (BAU) hygiene ¢ Ensure planogram adherence: brand facings, SKU mix, price communication, and share of shelf as per standard. ¢ Check and report chiller purity (share of Brand vs competition, OOS issues, temperature norms) and execute corrective actions where possible. ¢ ¢ Monitor OOS / low-stock situations and coordinate with outlet sta /ABI sales representative for timely replenishment. Maintain existing POSM and assets (chillers, racks, standees) and immediately report damage, loss, or misuse as per SOP. 4. Outlet & stakeholder engagement ¢ ¢ ¢ Build strong working relationships with outlet owners, managers, and sta to secure premium space, additional visibility, and support for promotions. Brief retailers on running promotions, mechanics, and redemption rules; address queries and feedback. Coordinate with sales reps / territory managers for joint activities, route planning, and issue resolution (stock, schemes, visibility approvals). 5. Reporting & compliance ¢ ¢ ¢ ¢ Follow the dened journey plan and route adherence, completing the required number of outlet visits per day. Use the company/app platform to submit daily reports: outlet visited, images, checklists (BAU, ICC visibility, promo), and volume / STC data as required. Adhere to all company policies on responsible alcohol promotion, ethical conduct, grooming and uniform standards, and data accuracy (no misreporting). Escalate issues on OOS, asset damage, competitive activity, or non-compliant outlets through the dened escalation matrix. Minimum Qualication & Eligibility Criteria Education ¢ ¢ Minimum: 10+2 / Higher Secondary pass from a recognized board. Preferred: Graduate (any stream) or Diploma in Sales/Marketing/Hospitality for metro / key-city deployments. Experience ¢ 612 months of experience in eld promotion / merchandising / FMCG or alco-bev sales preferred (modern trade, general trade, QSR, or hospitality). ¢ Freshers with strong communication skills and good grooming can be considered for trainee / junior promoter roles predominantly in tier 2 cities. Age & legal requirements ¢ Minimum age: 21 years (or as per local legal drinking age norms for beer promotion in the state). ¢ Must be legally eligible to work in India and to promote alcoholic beverages as per state excise guidelines. Skills & competencies Good verbal communication in local language; basic Hindi and simple English preferred in multicity programs. Condent, outgoing and consumer-facing personality with ability to engage shoppers and inuence purchase. Basic numeric ability to understand schemes, calculate quantities, and reconcile simple sales/promotional data. Smartphone-friendly; comfortable using apps for attendance, routing, photos, and reporting. High personal grooming and hygiene; willing to wear brand uniforms and follow appearance standards. Owning a 2 wheeler with a valid driving license Behavioural attributes Discipline in attendance, route adherence, and reporting timelines. Ownership mindset towards outlet execution and brand assets. Comfort working in afternoon/evening and weekend shifts, especially during campaign periods and peak seasons. ¢ Openness to travel within assigned territory (intra-city / nearby towns) as per roster.