Job
Description
Job Summary: The Area Sales Manager will be responsible for driving sales growth, expanding distribution networks, and improving market penetration for the company’s confectionery products in the assigned territory. The role requires building and managing strong relationships with distributors, retailers, and field sales staff to increase the width (range of outlets selling the brand) and depth (number of SKUs per outlet) of product availability. The ASM will execute business plans, monitor market performance, and ensure consistent achievement of sales targets and visibility goals. Key Responsibilities: 1. Distribution Expansion: Identify and appoint new distributors and sub-stockists to improve distribution reach in underpenetrated areas. Drive numeric and weighted distribution targets across urban and rural markets. Ensure distributor infrastructure, ROI, and compliance with company standards. 2. Width & Depth of Distribution: Expand the width by increasing the number of outlets stocking company SKUs. Improve depth by increasing the number of SKUs placed per outlet based on product segmentation (premium, impulse, value-for-money). Monitor SKU-wise availability and push movement of new and strategic products. 3. Sales Target Achievement: Achieve monthly, quarterly, and annual primary and secondary sales targets. Monitor beat-wise and distributor-wise performance and take corrective actions where required. Track and drive outlet-level sales productivity and performance metrics. 4. Retail & Channel Development: Conduct regular market visits to ensure availability, visibility, and freshness of products. Implement trade schemes, promotions, and merchandising activities effectively. Train and support field sales representatives (TSIs/PSRs) to enhance retail engagement and sell-through. 5. Sales Team Management: Lead, coach, and motivate a team of Territory Sales In-Charges (TSIs) or Sales Promoters. Develop daily/weekly journey plans and market working systems for sales team members. Ensure timely reporting, performance reviews, and capability building. 6. Market Intelligence & Competitor Tracking: Gather and report competitor activities, pricing, new launches, and trade feedback. Identify market trends and consumer insights to support sales strategies. 7. Reporting & MIS: Maintain accurate and timely sales data, distributor claims, and territory performance reports. Use sales dashboards and tools to drive data-based decisions and actions. Required Qualifications & Experience: Bachelor’s degree in Business, Marketing, or related field. MBA is added advantage. 3–7 years of relevant FMCG sales experience, preferably in the confectionery/snacks/beverages sector. Proven track record in distribution expansion and field sales management. Experience in managing rural and urban distribution networks. Skills & Competencies: Strong leadership and team management abilities. Deep understanding of FMCG channel dynamics (GT/MT/rural trade). Excellent communication, negotiation, and relationship-building skills. Language proficiency in both local and English languages is a must. Data-driven approach with hands-on experience in MS Excel and reporting tools. High energy, self-motivated, and result-oriented mind set. Key Performance Indicators (KPIs): % growth in numeric and weighted distribution. SKU-wise sales and placement across outlet types. Distributor ROI and health metrics. Sales team productivity and target achievement.
