Area Sales Manager

Your role

The Area Sales Manager (ASM) is responsible for driving sales performance, managing distributor networks, and leading Territory Sales Managers (TSMs) to ensure business growth in the assigned region. The ASM plays a crucial role in strategic planning, sales execution, and market expansion while ensuring seamless coordination between the company, distributors, and retailers. This role requires strong leadership to manage and mentor TSMs, monitor sales progress, and provide actionable insights to enhance productivity. The ASM must ensure effective distributor management, credit control, and adherence to company policies while leveraging technology for data-driven decision-making. The successful candidate should possess a solid background in sales management, distributor/channel operations, and team leadership.

What will you do?

1. Sales Strategy and Execution

• Develop and implement a territory-wide sales strategy to achieve regional sales targets.
• Oversee the achievement of primary and secondary sales targets across multiple territories.
• Expand market share by increasing product penetration, retail presence, and distributor efficiency.
• Ensure efficient order management, from order placement to billing and timely delivery.

2. Distributor and Channel Management

• Appoint, on-board, and manage distributors to ensure optimal investment, infrastructure, and engagement in business growth.
• Monitor distributor performance, ensuring compliance with company policies, timely collections, and effective credit control.
• Ensure all distributors are doing secondary billing through the companys software and maintain secondary billing accuracy with zero gap against sales order.
• Conduct regular distributor business reviews to track sales hygiene and performance, stock levels, and market demand.

3. Market Development and Retail Expansion

• Expand the retailer network by guiding TSMs to increase market coverage and penetrate new outlets.
• Build strong relationships with high-value retailers and alternate channels to maximize counter share.
• Drive range selling strategies, ensuring optimal product placement to reduce damage returns and increase sales.
• Plan and oversee promotional activities to enhance brand visibility and product awareness.

4. Team Leadership and Performance Management

• Lead and mentor TSMs, ensuring alignment with sales targets and company objectives.
• Conduct regular performance reviews for TSMs, providing guidance to enhance their productivity and incentive potential.
• Assist TSMs in executing trade schemes, resolving retailer or distributor issues, and maintaining market coverage.
• Conduct joint market visits with TSMs to provide hands-on training, strategic direction, and performance feedback.

5. Market Intelligence and Competitive Strategy

• Gather and analyse market trends, customer feedback, and competitor activities to drive informed decision-making.
• Provide actionable insights to counter competitive strategies and enhance the company's market position.
• Act as a liaison between the market and senior management, ensuring timely communication of field insights.

6. Financial and Credit Management

• Oversee market credit and ensure timely collections within agreed terms.
• Ensure distributors follow proper credit discipline and align with company policies to mitigate risks.

What do we look for?

• Education: Bachelors or Master’s degree in Business Administration, Sales, Marketing, or a related field.
• Experience: Minimum 8 years of experience in sales, distribution management, and team leadership, preferably in FMCG, General Trade, or Retail Sales.
• Sales Expertise: Strong understanding of primary and secondary sales, trade schemes, and distributor/channel management.
• Leadership Skills: Proven experience in managing and mentoring sales teams (TSMs & SOs) with a focus on achieving sales targets.
• Analytical Ability: Proficiency in data analysis, market research, and sales forecasting using Excel and AI tools.
• Communication & Negotiation: Excellent interpersonal skills with a strong ability to negotiate and build relationships with distributors and retailers.
• Mobility: Willingness to travel extensively within the assigned region for market visits and distributor engagement.