Area Sales Manager

PURPOSE OF THE JOB Drive primary and secondary sales to achieve area revenue targets. Develop and manage distributor, stockist, and retailer relationships for seamless business operations. Ensure optimum stock availability at all distribution points while preventing overstocking or shortages. Supervise retail coverage and beat plan adherence by Sales Representatives to maximize market penetration. Conduct regular market visits to assess product placement, competitor activity, and retailer feedback. Provide sales performance reports and market insights to the Wholesale Manager for strategic planning. Ensure timely collection of payments from retail distributors to improve the Collection Efficiency Index and maintain healthy cash flow. Identify, onboard, and manage the right set of distributors and outlets to build an effective Distribution Value Ladder (DVL), while reviewing store performance on a quarterly basis for continuous improvement. Sales Performance & Business Growth Achieve monthly and quarterly sales targets (primary & secondary) across retail channels. Monitor outlet performance and ensure beat plan adherence by the field sales team. Analyze sales trends and competitor activity to fine-tune retail strategies. Monitor and improve Collection Efficiency Index by ensuring timely collection of payments from retail distributors to the company. Retail Relationship Management Develop and maintain strong relationships with key retailers to ensure long-term partnerships. Resolve retailer issues and ensure timely service and product delivery. Educate retailers on new product launches, schemes, and promotions. Retail Coverage & Execution Ensure regular retail visits to monitor stock availability, visibility, and scheme implementation. Improve numeric and weighted distribution across assigned beats. Drive adherence to merchandising and display norms in line with brand guidelines. Channel Development Identify and onboard the right set of distributors and outlets to create an efficient and sustainable Distribution Value Ladder (DVL). Oversee and assess the performance of onboarded stores on a quarterly basis, implementing corrective measures as required. Trade Marketing & Scheme Execution Implement brand activations, visibility campaigns, and trade schemes at the retail level. Ensure clear communication of schemes and promotions to retailers. Coordinate with marketing team for proper execution of in-store promotions. Review & Data Reporting Submit daily/weekly sales reports, beat execution status, and stock availability. Conduct monthly business review meetings with sales representatives to analyze past performance and set future targets. Collect and analyze retailer feedback, market data, and competitor insights. Participate in periodic performance reviews with RSM. Team Development Lead, train, and mentor sales representatives to enhance their selling skills and product knowledge. Track sales team performance, identify areas of improvement, and implement strategies to drive efficiency.