Area Sales Manager

Job Description Area Sales Manager (ASM) General Trade (FMCG)

Company: Laxmi Snacks Pvt. Ltd. (Real Bites)
Department: Sales & Marketing – General Trade
Location: Gujarat & Rajasthan
Experience Required: Minimum 8 to 10 years in Food and FMCG General Trade
Travel Requirement: 15–18 days per month

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Role Overview

The Area Sales Manager (ASM) is responsible for driving sales execution, distributor management, new product placement, and area-level market development within an assigned geographic territory. The role demands strong market knowledge, team leadership, disciplined market working, and consistent performance reporting to the RSM / Dy. RSM.

Education

• Graduate; MBA preferred
• FMCG Sales background is essential

Key Responsibilities

1. Area Sales Operations & Market Hygiene

• Conduct regular market visits in the assigned territory to ensure product availability, visibility, and execution quality.
• Maintain market hygiene standards including display, price discipline, stock freshness, and scheme implementation.
• Ensure regular service to retailers through distributor manpower.

2. Sales Execution & Target Achievement

• Drive primary and secondary sales for the allocated area.
• Monitor daily/weekly performance of Sales Executives/Sales Officers and guide them in achieving targets.
• Implement monthly sales plans, beat plans, and visibility initiatives.

3. Distributor Management

• Manage day-to-day distributor operations including inventory, billing, claims, service level, and credit hygiene.
• Review distributor ROI, manpower productivity, and route adherence.
• Resolve operational issues and ensure smooth coordination between company and distributor.

4. Market Development & Expansion

• Conduct market surveys to identify new outlets, gaps, and opportunities in the area.
• Drive new product placement, launch execution, and coverage expansion.
• Recommend and assist in appointing new distributors in uncovered or potential markets.

5. Team Management & Training

• Lead, coach, and motivate Sales Executives/Sales Officers in the assigned area.
• Conduct on-the-job training for new employees and ensure discipline and performance standards.
• Review field performance, beat adherence, and productivity of frontline manpower.

6. Reporting & Compliance

• Prepare and submit daily/weekly/monthly reports to the Dy. RSM.
• Maintain compliance with company policies, market working norms, and reporting standards.
• Ensure accurate and timely documentation, claim submissions, and market feedback.

Key Skills & Competencies

• Strong Food & FMCG General Trade experience (mandatory)
• Territory management and market execution
• Distributor management abilities
• Strong communication and negotiation skills
• Team handling and field training capability
• Analytical mindset and disciplined reporting
• Deep knowledge of local geography and market dynamics