About BECO

 

BECO is a revolutionary home care brand dedicated to sustainability and eco-friendliness. Our plant-based, bamboo-based products are highly effective and 100% chemical-free, offering environmentally conscious solutions without compromising on quality. As a direct-to-consumer (D2C) brand, we are on a mission to make the world a better place, one home at a time.

 

Role Overview

 

The Head – General Trade will be responsible for building, scaling, and leading Beco’s General Trade (GT), SAMT (Stand Alone Modern Trade), CSD and CPC business across India. This role will drive distribution expansion, revenue growth, and brand visibility in traditional trade channels while aligning with Beco’s sustainability and purpose-led mission.

 

Key Responsibilities

 

Own and execute the General Trade strategy to drive sustainable revenue and distribution growth

Expand numeric and weighted distribution across markets through strong distributor and route-to-market models

Drive primary and secondary sales, market coverage, and outlet productivity

Build, lead, and scale a high-performing GT sales team with clear KPIs and accountability

Ensure strong in-store execution, visibility, promotions, and new product launches

Lead demand forecasting and sales planning in collaboration with supply chain and finance

Track competition, pricing, and market trends to provide actionable business insights

Ensure compliance, ethical trade practices, and strong distributor relationships

 

Qualifications & Experience

 

15+ years of experience in General Trade sales within FMCG / consumer brands

Proven experience in scaling GT distribution for emerging or challenger brands

Strong understanding of Indian trade dynamics across metros, tier 1–3 cities

Experience working in high-growth, entrepreneurial environments preferred

 

Key Skills & Competencies

 

Strategic thinking with strong execution capability

Deep understanding of distributor management and trade economics

Strong people leadership and team-building skills

Analytical mindset with comfort in data-driven decision making

High energy, ownership-driven, and hands-on approach

 

Company Website - Bamboo Products: Buy Sustainable & Eco-friendly Product Online | Beco

 

LinkedIn - (6) Beco: About | LinkedIn