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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