Job Description

Job Title: Area Sales Manager (ASM)

Industry:

FMCG - Non-Alcoholic Beverages

Experience:

7-12 Years

Reporting To:

Regional Sales Manager

Function:

Sales & Distribution

Job Summary

The Area Sales Manager (ASM) will be responsible for driving sales growth, distribution expansion, and market execution across the assigned area for non-alcoholic beverage products. The role involves managing distributors, handling B2C and B2B customers, and executing sales strategies across General Trade (GT) and Modern Trade (MT) channels to achieve business objectives.

Key ResponsibilitiesSales & Business Growth

Achieve primary and secondary sales targets for the assigned area Drive volume, value, and market share growth Develop and execute area-wise sales plans aligned with company objectives
Distributor Management

Appoint, manage, and develop distributors as per company guidelines Monitor distributor performance, stock levels, credit limits, and collections Ensure timely order processing and secondary sales execution Conduct regular distributor reviews and market audits
Channel Management - GT & MT

Manage General Trade outlets including wholesalers, retailers, and sub-stockists Handle Modern Trade accounts ensuring listings, promotions, planograms, and visibility Coordinate with MT buying teams for pricing, schemes, and activations
B2B & Key Account Handling

Develop and manage B2B customers such as corporates, institutions, HORECA, offices, and events Negotiate commercial terms and close bulk orders Build long-term relationships with key B2B clients
Team Management

Lead, train, and motivate Sales Officers / Sales Executives Set targets, monitor performance, and conduct regular field coaching Ensure discipline, productivity, and execution excellence
Market Execution & Visibility

Ensure product availability, visibility, and merchandising standards Execute trade marketing initiatives, schemes, and promotions Conduct competitor tracking and market intelligence reporting
Reporting & Coordination

Prepare daily, weekly, and monthly sales and market reports Analyze sales data, distributor productivity, and ROI on schemes Coordinate with marketing, supply chain, and finance teams
Desired Candidate Profile

7-8 years of experience in FMCG sales, preferably non-alcoholic beverages Strong exposure to distributor handling and area-level sales management Hands-on experience in GT and MT channels Proven experience in B2C and B2B sales Strong leadership, negotiation, and communication skills Result-oriented with strong analytical and planning abilities Willingness to travel extensively within the assigned area
Educational Qualification

Graduate in any discipline MBA / PGDM in Sales & Marketing preferred
Key Competencies

Area & distributor management GT & MT execution excellence B2B & key account handling Team leadership and coaching Sales planning & forecasting
Job Type: Full-time

Pay: ?60,000.00 - ?200,000.00 per month

Work Location: In person