Area Sales Manager – Food & Beverages (Institutional Sales)

We are seeking a dynamic and results-driven Area Sales Manager (ASM) with extensive experience in the Food and Beverage (F&B) industry to oversee regional sales operations, channel expansion, and revenue growth. The ideal candidate will have a deep understanding of F&B distribution channels, modern and general trade sales, and team leadership.

The ASM will be responsible for driving business performance, establishing relationships with key distributors and retailers, implementing strategic sales plans, and ensuring consistent brand visibility across the assigned territory.

Key Responsibilities

1. Sales Strategy & Execution

Develop and implement sales strategies to achieve monthly, quarterly, and annual sales targets.

Identify new business opportunities and untapped markets within the assigned territory.

Ensure execution of trade promotions, product visibility initiatives, and brand activation campaigns.

Monitor and analyze sales performance metrics to identify areas for improvement.

Drive the achievement of primary and secondary sales objectives.

2. Distribution & Channel Management

Appoint, manage, and motivate distributors, dealers, and stockists in the assigned region.

Ensure product availability and placement across key retail outlets, supermarkets, and HoReCa (Hotels, Restaurants & Cafes) channels

Optimize supply chain efficiency and maintain healthy inventory levels across distribution points.

Work closely with logistics and supply chain teams to resolve issues related to stock, delivery, and product quality.

3. Market Intelligence & Business Development

Conduct regular market visits to understand competitor activities, consumer behavior, and emerging trends.

Provide actionable insights for new product development and pricing strategies.

Collaborate with the marketing team to execute region-specific marketing and promotional campaigns.

Identify potential institutional clients (schools, hospitals, hotels, corporate canteens) and convert them into business opportunities.

4. Team Management & Leadershi

Lead, mentor, and train a team of Territory Sales Officers/Executives to achieve collective targets.

Set clear goals, monitor performance, and provide continuous feedback and coaching.

Foster a high-performance sales culture built on teamwork, accountability, and customer focus.

5. Reporting & Analytics

Prepare and present weekly and monthly sales reports to the Regional or Zonal Head.

Analyze sales data, identify gaps, and formulate corrective action plans.

Track ROI of marketing and trade promotion activities.

Required Skills & Competencies

• Proven track record of achieving sales targets in the Food & Beverage sector (FMCG preferred).
• Strong knowledge of channel sales, distribution networks, and retail dynamics.
• Excellent negotiation, communication, and presentation skills.
• Analytical mindset with proficiency in MS Excel, CRM tools, and sales reporting software.
• Ability to work under pressure and manage multiple priorities effectively.
• Leadership qualities with a passion for mentoring and developing teams.
• Willingness to travel extensively across assigned territories.

Educational Qualifications

• Bachelors degree in Business Administration, Marketing, or Commerce (MBA preferred).
• Certification or training in Sales Management or FMCG Distribution will be an added advantage.

Key Performance Indicators (KPIs)

• Achievement of monthly and quarterly sales targets.
• Growth in market share and numeric distribution.
• Distributor and retailer satisfaction score.
• Team productivity and target achievement rate.
• Reduction in overdue outstanding and stock discrepancies.