Area Sales Manager

Position:

Department:

Industry:

Product Range:

Location:

Experience:

Qualification:

Reporting To:

Key Responsibilities:

1. Sales & Business Development

• Drive secondary and primary sales across assigned territories for dairy products (milk, butter, ghee, curd, cheese, etc.).

• Achieve volume, value, and profitability targets for General Trade (GT), Modern Trade (MT), and HORECA channels.

• Identify new business opportunities, institutional clients, and distribution expansion areas.

2. Channel & Key Account Management

• Build and manage strong business relationships with distributors, modern trade chains, supermarkets, and key HORECA clients (hotels, restaurants, caterers).

• Negotiate listings, shelf space, visibility, and trade terms with key accounts.

• Drive modern trade activation, planograms, and in-store promotions.

• Develop long-term relationships with Key Accounts to ensure consistent business growth.

3. Team Management

• Lead, mentor, and motivate a team of Sales Officers, Territory Sales Executives, and Merchandisers.

• Set clear sales objectives, monitor performance, and ensure achievement of sales targets.

• Conduct regular team meetings, field visits, and performance reviews.

• Ensure continuous training and capability development of the sales team.

4. Distribution & Market Expansion

• Ensure proper product availability, visibility, and freshness across all channels.

• Identify and appoint new distributors / sub-distributors where required.

• Optimize route plans and sales coverage for maximum reach.

• Coordinate with logistics for timely delivery and stock management.

5. Market Analysis & Strategy

• Track market trends, competitor activities, pricing, and consumer preferences.

• Provide strategic inputs to management for product positioning and pricing.

• Plan and execute promotional schemes and seasonal campaigns.

• Analyze sales data and prepare monthly MIS / performance reports.

6. Financials & Compliance

• Ensure adherence to company's credit policy and timely collection of payments.

• Monitor distributor ROI and profitability.

• Ensure compliance with trade policies, company guidelines, and operational standards.

Key Skills & Competencies:

• Strong leadership and team management skills

• Excellent negotiation and communication abilities

• Proven track record in FMCG / Dairy / Food product sales

• Experience handling Modern Trade, HORECA, and General Trade channels

• Strategic thinking with hands-on execution

• Proficiency in MS Excel, PowerPoint, and CRM tools

• Willingness to travel extensively