Job Description

Job Title: Area Sales Manager - Retail Sales
Location: Surat & Baroda (Vadodara)
Reporting To: Regional Sales Manager -Retail
Role Purpose
The Area Sales Manager - Retail Sales will be responsible for driving secondary sales, strengthening the dealer-distributor network, expanding market coverage, and achieving volume and value targets across Surat and Baroda markets. The role demands strong execution, relationship management, and local market understanding.
Key Responsibilities
Sales & Market Expansion

• Achieve monthly, quarterly, and annual sales targets for Surat & Baroda territories.
• Drive secondary sales through effective retailer and dealer engagement.
• Increase market penetration in textile belts, industrial areas, and residential markets.
• Identify new outlets, sub-dealers, and growth pockets in assigned locations.

Distributor & Channel Management

• Manage appointed distributors; ensure proper stock planning and liquidation.
• Appoint new distributors/sub-dealers where required to improve coverage.
• Maintain distributor ROI, credit control, and claim settlements.
• Resolve channel conflicts and ensure smooth market functioning.

Team Management

• Lead and guide Sales Officers / Sales Executives.
• Conduct joint field visits, training, and regular performance reviews.
• Ensure discipline in beat planning, reporting, and daily market working.

Retail Execution & Visibility

• Ensure effective product placement, signage, and in-shop branding.
• Execute company schemes, promotions, and trade marketing activities.
• Monitor competitor pricing, schemes, and market movements.

Coordination & Reporting

• Prepare daily, weekly, and monthly MIS and sales forecasts.
• Coordinate with supply chain, marketing, and finance teams for smooth operations.
• Ensure compliance with company policies and processes.

Key Skills & Competencies

• Strong understanding of Surat & Baroda retail markets
• Distributor and dealer relationship management
• Team leadership and execution capability
• Negotiation and conflict-resolution skills
• Data-driven decision-making

Educational Qualification

• Graduate in any discipline
• MBA (Sales/Marketing) preferred

Experience

• 5-10 years in Retail Sales
• Minimum 2-3 years handling an independent area
• Experience in FMCG / Building Materials / Paints / Construction Chemicals preferred
• Gujarat market exposure is a strong advantage

Key Performance Indicators (KPIs)

• Secondary sales growth
• Distributor performance & expansion
• Retail coverage & visibility
• Scheme execution effectiveness
• Team productivity

Skills Required