Area Sales Manager - Mumbai

Area Sales Manager (ASM)

Function: Sales

Job Location: Mumbai

Job Purpose

The Area Sales Manager is responsible for end-to-end business performance of the assigned area, driving sustainable growth through strong secondary and primary sales achievement, distribution expansion, new product execution, and effective people leadership. The role demands strategic control, operational discipline, and team stability to deliver consistent market performance in line with DSFL’s growth objectives.

Job Responsibilities

Business Growth & Market Execution

Drive secondary and primary sales targets for the assigned area.

Drive productivity parameters such as LSPC, UBO, and Drop size to improve call quality and outlet value.

Monitor daily, weekly, and monthly performance of territories and take corrective actions where required.

Distribution & Market Expansion

Strengthen numeric & weighted distribution across channels to improve market reach & depth.

Ensure effective route planning, coverage efficiency, & outlet productivity across territories.

Drive continuous improvement in outlet activation and market execution standards.

Leverage key distribution channels like retail, wholesale, rural and grocery for business growth.

New Product Development (NPD) & Launch Excellence

Lead and execute New Product Launches (NPDs) across the area as per company guidelines.

Ensure timely availability, distribution, visibility, and off-take of new products.

Optimize product wise GTM & RTM strategies

Track post-launch performance and share structured market insights with the leadership team.

People Leadership & Team Stability

Lead, coach, and develop Sales Officers and off-roll field sales teams (IWS/PSR/RSP).

Drive Sales Officer stability through effective engagement, performance management, and capability building.

Build a high-performance culture through motivation, regular reviews, joint working, & on-the-job coaching.

Manage C&F, SS, distributor and wholesaler/retailer relationships to ensure effective coverage, stock rotation, and order execution.

Distributor & Inventory Management

Oversee closing stock management across distributors, and sub-stockists.

Ensure healthy inventory levels, stock rotation, and control of damages and expiries.

Able to scout and on-board new distributor in the assigned area.

Ensure stability and continuity of RDS across territories in the assigned area.

Conduct structured periodic reviews of distributor’s performance and infrastructure.

Ensure accurate, timely submission and closure of distributor claims in line with company processes

Governance, Reporting & Market Intelligence

Ensure adherence to sales processes, systems, and compliance requirements.

Review MIS, distributor performance reports, and area-level dashboards regularly.

Track competitor activity, pricing, schemes, and visibility initiatives and share actionable insights.

Education Qualifications:

Graduate/ Post Graduate

Work Experience: 10+ Years of Experience in Sales & Distribution