Area Sales Manager (Beverage or FMCG)

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Role Overview

The Area Sales Manager (ASM) is responsible for driving sales growth, managing distributors developing the retail network, and ensuring targeted execution in the assigned territory. This role involves team handling, market expansion, and ensuring product availability across all channels.

Key Responsibilities

1. Sales & Revenue Growth

Achieve monthly, quarterly, and annual sales targets.

Drive primary & secondary sales across assigned territory.

Identify new business opportunities and expand market share.

2. Distribution & Channel Management

Appoint, manage, and monitor distributors/stockists.

Ensure proper inventory planning, order management, and stock rotation.

Improve numeric & weighted distribution.

3. Retail Execution

Increase product visibility and availability in general trade, modern trade & wholesale.

Implement merchandising standards, POSM placement, and in-store branding.

Conduct regular market visits and competitor tracking.

4. Team Management

Lead, train, and motivate Sales Executives/DSRs.

Monitor daily sales reports and field performance.

Conduct monthly performance reviews and market work-with.

5. Market Expansion & Strategy

Launch new products and support marketing activities.

Collect market insights and consumer trends.

Develop territory-specific sales strategies and action plans.

6. Reporting & Compliance

Prepare sales forecasts, MIS reports, and market feedback.

Ensure adherence to company policies, pricing, and trade schemes.

Handle distributor claim settlements and credit control.