Sales Officer, SO, Senior Sales Officer, Area Sales Executive, TSI, SI

Role & responsibilities

An Area Sales Executive (ASE) in the fast-moving consumer goods (FMCG) food industry drives primary and secondary sales, manages local distributor networks, and expands retail or institutional coverage within a designated geographic territory.

1. Distributor & Channel Management

• Monitor and manage the local distributor network to maintain optimal inventory levels and prevent stock-outs or dumping.
• Drive secondary sales from distributors to retail outlets (kirana stores, supermarkets, modern trade, or HoReCaHotel/Restaurant/Caf).
• Track order fulfillment, billing, and timely payment collections to minimize outstanding market credit.

2. Market Execution & Expansion

• Conduct regular daily market visits to existing and prospective retail accounts within the assigned territory.
• Appoint new retail partners and stockists to widen numeric and weighted distribution reach.
• Ensure proper product placement, planogram compliance, fresh stock rotation (FIFO - First In, First Out for food items), and attractive shelf-display visibility.

3. Sales Targets & Reporting

• Deliver assigned volume, value, and collection targets consistently.
• Submit daily/weekly activity reports, sales dashboards, and Management Information System (MIS) reports using mobile sales apps or CRM tools.

4. Market Intelligence

• Gather feedback from retailers and consumers regarding food product taste, packaging, pricing, and schemes.
• Track competitor activities, new product launches, and promotional pricing schemes in the local territory to recommend counter-strategies.

Preferred candidate profile

The preferred candidate profile for an Area Sales Executive in the FMCG food industry requires a graduate degree with 3 to 5 years of field sales experience, deep knowledge of local distribution networks, and a proven record of meeting revenue targets.