Area Sales Manager

Role & responsibilities

Business Delivery & Market Execution

• Drive primary and secondary sales to consistently achieve volume, value, and market share objectives across the assigned territory.

• Ensure maximum distribution, availability, visibility, and merchandising of all company brands across relevant trade channels.

• Execute regional and national sales initiatives, promotional activities, and line plans with excellence.

• Monitor market trends, competitor activities, and customer insights to identify opportunities for business growth.

• Develop and implement territory development plans to expand market reach and improve outlet productivity.

• Ensure adherence to coverage norms, productivity standards, and sales operating processes.

Distributor Management

• Manage end-to-end distributor operations to ensure efficient business execution.

• Ensure timely execution of distributor orders and collection of payments in line with company policies.

• Identify, evaluate, appoint, and onboard new distributors or facilitate replacement of existing distributors whenever required.

• Regularly review distributor business health, financial viability, investments, infrastructure, and service capability.

• Monitor inventory norms, pipeline stocks, and closing stock levels to maintain optimal inventory across the distribution network.

• Drive distributor profitability while ensuring high service levels and operational efficiency.

Sales Team Leadership

• Lead, coach, and develop frontline sales teams, including Distributor Sales Executives (DSEs), Sales Representatives (SRDs), and Pilot Sales Representatives (PSRs).

• Set clear performance expectations and regularly review team productivity and achievement of key performance indicators.

• Build capability through field coaching, regular feedback, and on-the-job training.

• Drive employee engagement, accountability, and a high-performance culture within the team.

• Partner with distributors to recruit, onboard, and develop distributor sales personnel and contractual sales staff as required.

Planning, Governance & Reporting

• Prepare accurate sales forecasts, business plans, and market development plans for the assigned territory.

• Monitor key business metrics and ensure timely submission of sales reports and management dashboards.

• Ensure compliance with company policies, commercial controls, pricing guidelines, and trade schemes.

• Collaborate effectively with cross-functional teams to drive business priorities and improve execution excellence.

Education

• MBA/PGDM from a premier business school.

Experience

• Minimum 2 years of experience in FMCG field sales.

• Experience in distributor management, frontline sales leadership, and market execution is preferred.