Area Sales Manager

Job Summary:

The Area Sales Manager (ASM) FMCG will be responsible for leading sales and distribution operations across the Lucknow territory. The role involves driving primary and secondary sales, managing a network of distributors and retail partners, mentoring the field sales team, and ensuring flawless execution of trade marketing initiatives. The ASM plays a pivotal role in achieving business goals through effective territory planning and market penetration strategies.

Key Responsibilities:

Sales & Target Achievement:

• Deliver monthly, quarterly, and annual sales targets across product categories.
• Monitor primary and secondary sales and drive off-take at the retail level.
• Ensure consistent product availability, visibility, and freshness across channels.

Channel & Distribution Management:

• Appoint and manage distributors and ensure ROI is within company norms.
• Monitor distributor performance, manage claims, inventory, and ensure timely order fulfilment.
• Drive numeric and weighted distribution growth in the assigned area.

Retail Execution & Visibility:

• Ensure planogram adherence, point-of-sale visibility, and in-store branding.
• Drive new product placement and support product launches with on-ground activation.
• Monitor and execute trade schemes and promotions effectively.

Team Management & Field Coaching:

• Lead a team of Territory Sales Officers (TSOs) and Sales Executives.
• Conduct regular market visits and joint working to coach and upskill team members.
• Track team performance, provide timely feedback, and enable performance improvements.

Market Intelligence & Reporting:

• Track competitor activities including pricing, promotions, and channel movements.
• Collect and report market insights to assist in strategic planning.
• Submit daily, weekly, and monthly performance reports to the RSM.

Key Skills & Competencies:

• Strong understanding of FMCG distribution models and channel dynamics
• Proven ability to manage large sales territories and high-volume sales targets
• Excellent leadership and team management skills
• Strong data orientation and proficiency in MS Excel, PowerPoint, and sales automation tools
• Strong communication and interpersonal skills
• Result-driven, analytical, and adaptable to a fast-paced environment

Preferred Qualifications:

• MBA in Sales/Marketing or equivalent
• Prior experience in FMCG sales in Uttar Pradesh or North Indian markets
• Working knowledge of Hindi and English (local language fluency essential)