Job Description

Role Overview

The

Area Sales Manager (ASM)

is responsible for leading and managing the sales operations within a defined geographic region. This role focuses on achieving sales targets, expanding market presence, managing distributor networks, and ensuring effective coordination between field sales teams, marketing, and supply chain. The ASM serves as the key link between the company's strategic sales goals and on-ground execution.

2. Key ResponsibilitiesA. Sales Planning & Target Achievement

Develop, implement, and monitor

monthly and quarterly sales plans

for the assigned area. Ensure achievement of

primary, secondary, and tertiary sales targets

. Track performance against set goals and implement corrective measures to bridge shortfalls.

B. Market Development & Distribution Expansion

Identify new markets, potential distributors, and retail channels. Strengthen distribution reach and ensure product availability in all target outlets. Conduct territory mapping and route optimization for sales teams. Maintain and grow relationships with distributors, wholesalers, and key retailers.

C. Team Management

Hiring sales team in different areas as per requirement. Lead, motivate, and monitor

Sales Officers and Field Executives

under the assigned region. Conduct regular performance reviews, market visits, and on-field training sessions. Ensure adherence to company sales policies, reporting formats, and discipline standards.

D. Coordination with Other Departments

Work closely with

Marketing

for campaign implementation, branding, and promotional activities. Coordinate with

Warehouse and Supply Chain

to maintain sufficient stock levels and timely dispatches. Liaise with

Accounts

for distributor payments, claims, and outstanding reconciliations.

E. Reporting & MIS

Submit

daily, weekly, and monthly sales reports

to the Zonal or National Sales Head. Analyze market trends, competitor activities, and pricing strategies. Maintain sales dashboards and update management on area performance.

F. Branding & Promotion Support

Ensure execution of all marketing and branding activities at the outlet level. Oversee product displays, visibility drives, and implementation of seasonal offers. Ensure uniformity in product positioning and promotional messaging across the region.

3. Required Skills & Competencies

Strong leadership and people management skills. In-depth understanding of FMCG distribution and sales operations. Excellent communication, negotiation, and analytical abilities. Proficiency in MS Excel and CRM/Sales management tools. Strategic thinker with a hands-on approach to execution.

4. Qualifications & Experience

Education:

Graduate in Business/Marketing; MBA preferred.

Experience:

Minimum 5-8 years in FMCG sales, with at least 2 years in a managerial or territory leadership role.

Language:

Fluency in English and regional language(s).

Other:

Willingness to travel extensively within assigned areas.

5. Key Performance Indicators (KPIs)

Sales growth vs. targets (primary & secondary). Outlet coverage and new outlet addition. Distributor and retailer satisfaction. Accuracy and timeliness of reporting. Execution of marketing activities as per calendar. Collection efficiency and payment timelines.

6. Work Environment

Field-based role involving daily market visits and distributor coordination. Regular interaction with the Sales, Marketing, Accounts, and Supply Chain teams.
Job Types: Full-time, Permanent

Pay: ₹600,000.00 - ₹900,000.00 per year

Work Location: In person