Area Sales Manager

Job Profile — Area Sales Manager (Wall Textures) | Maharashtra Region

Company & Industry

• The role is for a high-growth decorative coatings & wall-texture brand serving architects, builders, dealers, and contractors across Maharashtra.

Role Overview

Area Sales Manager (ASM)

Key Responsibilities

1. Sales & Revenue Growth

• Achieve monthly, quarterly, and annual revenue targets for decorative wall-texture products.
• Increase specification wins and drive product demand among key stakeholders.
• Plan and implement regional sales strategies to improve brand penetration.

2. Channel Partner Development

• Onboard & manage:
• CREDAI Maharashtra builder members
• Asian Paints dealer network (for cross-selling partnerships)
• Nerolac Paints dealer & retailer partners
• Berger Paints India retail store ecosystem
• Build and scale relationships with local paint & texture dealers in major cities including:
• Mumbai
• Pune
• Nagpur
• Nashik
• Aurangabad

3. Contractor Network Expansion

• Create and manage a growing contractor base of painters and applicators.
• Conduct product demos, training sessions, and contractor meets to boost product adoption.

4. Project & Specifications Sales

• Close large projects in coordination with:
• CPWD contractor ecosystem
• IIID Pune Chapter architects & designers
• IIA Maharashtra architect community
• Handle government & private sector tenders via brand approvals and specifications.

5. Regional Market Intelligence

• Monitor competition such as:
• SKK Eleganstone
• Local paint and textured finish brands dominating Maharashtra.
• Provide weekly insights on pricing, product gaps, and distribution opportunities.

6. Team & Territory Management

• Manage sales officers/territory executives in assigned districts.
• Ensure route plans, reporting discipline, and lead conversion rigor.

Target Stakeholders to Manage

• Real Estate Builders
• Architects & Interior Designers
• Paint & Texture Dealers
• Contractors & Painters

Required Background & Skills

✅ 5–10 years experience in paint or building materials

✅ Knowledge of textured finishes, exterior coatings, or lime/plaster-style products

✅ Strong network in the construction and paint retail channels

✅ Past companies could include — Berger, Nerolac, Nerolac, Asian Paints dealer sales, waterproofing, white cement, putty, or coatings backgrounds.

Core Skills

• Dealer Appointment
• Specification Sales
• B2B Project Closures
• Team Handling
• Market Expansion
• Customer Training & Product Demo
• CRM / Sales Reporting

Territory Coverage Expectation

ASM will manage a mix of Tier-1 and Tier-2 cities across Maharashtra:

• Urban metros: Mumbai, Pune
• Growth hubs: Nagpur, Nashik, Aurangabad
• District retail network expansion via dealer & contractor onboarding.