Job Description – Institutional Sales Manager

Position: Institutional Sales Manager
Location: Delhi NCR
Industry: FMCG / Beverages / Food & Beverage
Experience: 3–6 years
Employment Type: Full-time

About the Role

We are looking for an experienced Institutional Sales Manager to drive B2B and institutional sales for our beverage business across Delhi NCR.

The person will be responsible for identifying new institutional customers, developing business relationships, driving sales and ensuring repeat orders from key accounts.

Requirements

Key Responsibilities

• Develop and grow institutional/B2B sales across Delhi NCR.
  
• Identify and onboard new institutional customers and business accounts.
  
• Manage sales across corporates, offices, hotels, restaurants, cafés, QSRs, caterers, canteens, educational institutions, hospitals, gyms and other bulk-consumption accounts.
  
• Generate leads through market visits, references, networking and direct outreach.
  
• Build strong relationships with purchase managers, procurement teams, F&B managers and business owners.
  
• Prepare quotations, negotiate commercial terms and close deals.
  
• Achieve monthly and quarterly sales targets.
  
• Drive new customer acquisition as well as repeat business.
  
• Coordinate with distributors, logistics and internal teams to ensure timely order fulfilment.
  
• Track customer-wise sales, outstanding payments, order frequency and business potential.
  
• Maintain accurate sales reports and institutional customer MIS.
  
• Conduct regular market visits to identify new business opportunities and competitor activity.
  
• Work closely with the management team on pricing, offers, sampling and institutional sales initiatives.
  
• Ensure timely collection of payments and maintain healthy receivables.
  
• Develop long-term accounts and increase product penetration within existing customers.
  

Key Skills & Requirements

• 3–6 years of experience in FMCG, beverages, food service, QSR, hospitality or institutional sales.
  
• Strong experience in B2B / institutional sales and new customer acquisition.
  
• Existing network among corporates, hotels, restaurants, cafés, QSRs, caterers, offices or other institutional buyers will be an advantage.
  
• Strong negotiation, communication and relationship-management skills.
  
• Good understanding of Delhi NCR markets.
  
• Target-oriented with strong field execution skills.
  
• Ability to independently manage the complete sales cycle—from lead generation to order closure and repeat business.
  
• Comfortable with market visits and extensive field sales.
  
• Basic knowledge of Excel, sales MIS and CRM tools.
  

Key Performance Indicators

• Monthly institutional sales revenue
  
• New institutional accounts acquired
  
• Repeat order rate
  
• Average order value
  
• Customer-wise sales growth
  
• Collection and outstanding management
  
• Active institutional accounts
  
• Market coverage and new business opportunities
  

Why Join Us?

Join a growing beverage brand where you will have the opportunity to build the institutional sales channel, develop key accounts and directly contribute to business expansion across Delhi NCR.