Area Sales Manager-Modern Trade

Role & responsibilities

Key Responsibilities

• Manage and develop business relationships with Modern Trade/key retail accounts including DMart and Reliance Retail.
• Achieve monthly, quarterly, and annual sales and revenue targets for the assigned territory/accounts.
• Manage primary and secondary sales and ensure consistent business growth.
• Develop and execute account-wise sales plans, targets, and business strategies.
• Coordinate with category buyers, commercial teams, distributors, and store teams for smooth business operations.
• Negotiate and manage listing, promotions, schemes, visibility, and trade margins within company guidelines.
• Ensure effective product availability and distribution across assigned stores.
• Monitor SKU-wise sales, stock availability, inventory levels, and sell-through.
• Identify gaps in distribution and implement corrective actions to improve sales.
• Plan and execute promotional activities, displays, branding, and in-store visibility.
• Track competitor activities, pricing, promotions, new launches, and market trends.
• Prepare and share regular MIS, sales reports, forecasts, and account-wise performance reports.
• Coordinate with supply chain and warehouse teams to ensure timely product availability and minimize stock-outs.
• Monitor outstanding payments and coordinate with finance/accounts teams for timely collection.
• Conduct regular market and store visits to assess product visibility, stock, pricing, and execution.
• Build strong relationships with key stakeholders at the account and store level.
• Identify opportunities for new store openings, new SKU listings, and business expansion.
• Ensure compliance with company policies, commercial terms, and modern trade agreements.

Key Accounts

The candidate should preferably have experience handling one or more of the following:

• DMart
• Reliance Retail / Reliance Smart
• Spencers
• More Retail
• Star Bazaar
• Metro / other organized retail chains
• Other regional modern trade/key accounts

Candidate Profile

Education: Graduate / MBA in Sales & Marketing preferred.

Experience: 4–8 years of relevant sales experience, preferably in FMCG / Consumer Goods / Food / Beverages / Personal Care / Home Care.

Mandatory / Preferred Skills

• Strong experience in Modern Trade Sales
• Experience handling DMart and/or Reliance Retail preferred
• Good understanding of Modern Trade business processes
• Strong negotiation and relationship-management skills
• Knowledge of primary & secondary sales
• Good understanding of schemes, promotions, margins and commercial terms
• Strong analytical and MIS skills
• Good communication and presentation skills
• Ability to manage distributors, stores and key account stakeholders
• Willingness to travel extensively within the assigned territory

Key Performance Indicators (KPIs)

• Achievement of sales targets
• Primary and secondary sales growth
• Distribution and numeric distribution
• SKU availability and fill rate
• New SKU/store listings
• Promotion and visibility execution
• Inventory and stock management
• Collection / outstanding control
• Account-wise business growth
• New business development

Preferred candidate profile

Candidates currently working as:

• Area Sales Manager – Modern Trade
• Modern Trade Sales Manager
• Key Account Executive / Manager
• Territory Sales Manager – Modern Trade
• Sales Manager – Organized Retail
• Business Development Manager – Modern Trade

Industry preference: FMCG / Food & Beverage / Consumer Durables / Personal Care / Home Care / Retail Products.