Area Sales Manager

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Role Overview

The Area Sales Manager (ASM) will be responsible for driving sales performance, expanding market share, managing distributor relationships, and ensuring strong visibility for Mount Everest Breweries’ products within the Bangalore market. The role requires strong leadership, market understanding, and the ability to execute sales strategies effectively.

Key Responsibilities

1. Sales & Revenue Growth

• Achieve monthly, quarterly, and annual sales targets for the assigned territory.
• Plan, forecast, and execute sales strategies to maximize volume and value growth.
• Expand market penetration across on-trade and off-trade channels.

2. Distributor & Channel Management

• Manage and motivate distributors to ensure proper stock levels, coverage, and timely billing.
• Ensure compliance with company’s distribution policies and schemes.
• Improve distributor performance through regular reviews and corrective action plans.

3. Market Execution & Visibility

• Ensure superior brand visibility through POS, in-store branding, and activation programs.
• Identify visibility gaps and implement trade marketing initiatives.
• Coordinate with the marketing team for events, brand activations, and promotions.

4. Relationship Management

• Build and maintain strong relationships with key retailers, bar owners, restaurants, wholesalers, and modern trade partners.
• Negotiate listings, shelf space, and promotional activities.
• Resolve trade issues promptly to maintain goodwill and smooth operations.

5. Team Management

• Lead, guide, and mentor Sales Officers/Executives in the territory.
• Conduct regular market visits, joint working, and performance reviews.
• Train team members on product knowledge, sales techniques, and systems.

6. Reporting & Compliance

• Track sales metrics, competitor actions, pricing trends, and market insights.
• Prepare daily/weekly/monthly sales reports.
• Ensure compliance with all legal and regulatory guidelines governing the alcohol & beverage industry in Karnataka.

Qualifications & Experience

• Bachelor’s degree (MBA in Sales/Marketing preferred).
• 4–8 years of experience in FMCG or alcoholic beverages industry.
• Strong understanding of Karnataka excise regulations and on/off trade sales preferred.
• Proven track record in channel management and sales execution.

Skills Required

• Excellent communication and negotiation skills.
• Strong leadership and team-handling capabilities.
• Ability to analyze data and make strategic decisions.
• Market understanding of Bangalore’s beverage landscape.
• High energy, result-oriented, and willing to travel extensively.