Sr Area Sales Manager

Job Description

Position: Senior Area Sales Manager (Sr. ASM)

Division: Duracell Chota Power Division

Company: Universal Corporation Limited

Location: Gujarat & Madhya Pradesh

Reporting To: Regional Sales Manager / National Sales Manager

Job Purpose

The Senior Area Sales Manager will be responsible for driving sales growth, distributor management, market expansion, and team performance across Gujarat and Madhya Pradesh. The role involves leading a large field sales team, ensuring achievement of business objectives, strengthening market presence, and delivering sustainable revenue growth for the Duracell Chota Power portfolio.

Key Responsibilities

Sales & Business Development

• Achieve monthly sales target of approximately ₹2 Crore across the assigned territories.
• Develop and execute sales strategies to maximize primary and secondary sales.
• Expand market coverage by identifying new business opportunities and strengthening distribution.
• Ensure effective implementation of sales promotions, trade schemes, and market development initiatives.
• Monitor sales trends and competitor activities to develop appropriate action plans.

Team Management

• Lead and mentor 4 Area Sales Executives (Acting ASMs).
• Manage and monitor the performance of 35 Sales Representatives/Sellers.
• Conduct regular market visits, coaching sessions, and performance reviews.
• Drive capability building through on-the-job training and continuous development.

Distributor & Channel Management

• Appoint and develop distributors to ensure optimal market coverage.
• Maintain healthy distributor ROI and inventory norms.
• Ensure timely collections and adherence to company credit policies.
• Resolve distributor issues to maintain long-term business relationships.

Market Execution

• Ensure availability, visibility, and merchandising of products across all channels.
• Improve numeric and weighted distribution.
• Execute trade marketing initiatives effectively.
• Conduct regular retailer and distributor engagement programs.

MIS & Compliance

• Review daily, weekly, and monthly sales reports.
• Ensure timely submission of sales forecasts, market intelligence, and expense statements.
• Maintain compliance with company policies and sales processes.

Key Performance Indicators (KPIs)

• Achievement of monthly sales target (₹2 Crore).
• Primary and secondary sales growth.
• Distribution expansion and outlet coverage.
• Team productivity and target achievement.
• Collection efficiency and outstanding control.
• Distributor performance and profitability.
• Market share growth.
• Sales forecast accuracy.
• Retail execution and merchandising compliance.
• Employee engagement and retention within the sales team.

Educational Qualification

• Graduate in any discipline.
• MBA/PGDM in Sales & Marketing preferred.

Experience

• 8–12 years of FMCG sales experience.
• Minimum 3–5 years in a managerial role handling multiple territories.
• Experience in batteries, electrical products, consumer durables, or related industries will be preferred.

Key Skills

• Sales Planning & Execution
• Distributor Management
• Team Leadership
• Territory Management
• Negotiation Skills
• Business Development
• Channel Sales
• Retail Excellence
• Data Analysis & MIS
• Communication & Presentation Skills

Reporting Structure

• Reports To: Regional Sales Manager / National Sales Manager
• Direct Reports: 4 Area Sales Executives (Acting ASMs)
• Indirect Team: 35 Sales Representatives/Sellers