Area Sales Manager (FMCG- Biscuits, Snacks, Food & Beverage)

Role & responsibilities

Sales & Business Development

• Achieve monthly, quarterly, and annual sales targets.
• Drive primary and secondary sales through distributors.
• Increase market share and product penetration across assigned markets.
• Ensure effective execution of company sales strategies and promotional activities.
• Develop business in new markets and strengthen existing distribution.

Distributor Management

• Appoint new distributors in potential markets.
• Manage distributor ROI, stock levels, working capital, and profitability.
• Monitor distributor claims, outstanding payments, and stock rotation.
• Ensure timely billing and availability of all SKUs.

Retail & Market Execution

• Ensure effective retail coverage through Sales Officers and Distributor Sales Representatives (DSRs).
• Improve numeric and weighted distribution.
• Enhance product visibility through merchandising and branding activities.
• Monitor outlet productivity and beat efficiency.
• Ensure execution of trade schemes and consumer promotions.

Team Management

• Lead, motivate, and develop Sales Officers and frontline sales teams.
• Conduct regular market visits and joint working.
• Provide coaching and performance feedback.
• Set KRAs and review team performance periodically.
• Build a high-performance sales culture.

Market Intelligence

• Monitor competitor pricing, promotions, product launches, and distribution.
• Collect market feedback and customer insights.
• Identify business opportunities and recommend growth initiatives.

Customer Relationship Management

• Develop strong relationships with distributors, wholesalers, and key retailers.
• Resolve customer complaints promptly.
• Ensure high levels of customer satisfaction.

Sales Planning & Reporting

• Prepare monthly sales plans and forecasts.
• Review daily sales performance and productivity.
• Submit sales reports, market updates, and competition analysis.
• Monitor achievement against budgets and targets.

Inventory & Demand Planning

• Ensure optimum stock availability across distributors.
• Minimize stock-outs and expiry.
• Coordinate with supply chain for timely replenishment.

Compliance

• Ensure adherence to company policies and sales processes.
• Maintain accurate sales records and documentation.
• Ensure compliance with commercial and financial guidelines.

Preferred candidate profile

1. Industry: 5-8 years of field sales in biscuits, snacks, confectionery or packaged food FMCG. Biscuit experience is strongly preferred.
2. Distributor handling: has managed 6+ distributors and appointed new ones.
3. Team: has led Sales Officers or DSRs, at least 2 years as ASM / Sr. SO.
4. Market knowledge: has worked Prayagraj, Varanasi or nearby East UP districts in general trade.
5. Numbers: can show target achievement, distribution gains and collections over the last 2 years.