Area Sales Manager

Job Title:

Location:

Job Summary:

The ASM will be responsible for establishing reach, serviceability, retailer onboarding and overall

The candidate should have prior experience in Modern Trade and GT.

involves maintaining strong client relationships, supporting sales growth initiatives, coordinating with

internal teams, and assisting in delivering business objectives.

Ideal Candidate

Should have worked in Mumbai Area for at least 4-5 years.

Should have led a team of SOs, TSIs and Merchandisers for an FMCG company

Key Responsibilities

1. Store Expansion & Sales Growth

• Drive increase in active store count across regional modern trade, premium GT stores, and

national modern trade accounts.

• Plan and execute store activation drives in high-potential geographies.
• Implement targeted strategies to increase sales throughput per store.

2. Team Leadership & Development

• Set clear targets and KPIs; track performance through structured reviews.
• Provide on-ground training and sales guidance to improve team productivity.

3. Sales & Distribution Management

• Oversee and manage beats and coverage plans for maximum territory penetration.
• Ensure optimal route planning for distribution vehicles to improve coverage and reduce

costs.

• Monitor stock availability, fill rates, and order fulfilment.

4. Trade Terms, Schemes & Competition Analysis

• Negotiate and manage standard Terms of Trade (TOTs) with accounts.
• Conduct competition benchmarking on pricing, activations, and in-store execution.
• Plan and roll out trade schemes effectively to drive volume and visibility.

5. Reporting, Automation & Insights

• Create robust reporting mechanisms to track offline sales and distribution KPIs.
• Effectively use Sales Force Automation (SFA) tools to manage the field sales team, beat

coverage, and productivity.

• Analyse sales trends and store-level performance; recommend corrective actions.

6. Stakeholder Management

• Maintain strong relationships with key store decision-makers and distributors.
• Work closely with Trade Marketing and Supply Chain to ensure product availability and

flawless market execution.

Key Performance Indicators (KPIs)

• Growth in active store count and sales per store.
• Achievement of monthly/quarterly/annual sales targets.
• TOT compliance and effectiveness of trade schemes.
• Route optimisation and beat adherence.
• Distributor fill rates and market coverage.
• Effective usage of SFA tools for team productivity.

Qualifications & Skills

• Education: Graduate/Post-Graduate in Business, Sales, or related field. MBA preferred. Experience: 58 years in FMCG / Consumer Goods sales with exposure to modern trade,

premium GT, and national accounts.

• Strong experience in distribution management, TOT negotiation, scheme planning, and

competition benchmarking.

• Proficiency in Sales Force Automation (SFA) tools and MS Excel/Sales Analytics.
• Excellent leadership, negotiation, and relationship-building skills.
• Ability to drive execution excellence under tight timelines.