Area Sales Manager

Key Responsibilities  

Sales & Business Development  

• Achieve monthly, quarterly, and annual sales targets for the assigned territory.
  

• Drive primary and secondary sales growth across General Trade, Modern Trade, and HORECA channels.
  

• Identify new business opportunities and expand market penetration.
  

• Develop and execute sales strategies to maximize revenue and market share.
  

Distributor & Channel Management  

• Appoint, manage, and motivate distributors for effective market coverage.
  

• Monitor distributor ROI, stock levels, billing, and collections.
  

• Ensure smooth supply chain coordination and product availability in the market.
  

• Build strong relationships with retailers, wholesalers, and institutional clients.
  

Team Management  

• Lead, train, and monitor Sales Officers, Sales Promoters, and field executives.
  

• Conduct regular market visits with the sales team to review performance and market execution.
  

Market Execution & Branding  

• Ensure proper product visibility, merchandising, and execution of promotional activities.
  

• Monitor competitor activities, pricing, schemes, and market trends.
  

• Implement marketing campaigns and trade activation programs effectively.
  

Reporting & Analysis  

• Prepare sales forecasts, MIS reports, and market intelligence updates.
  

• Analyse sales performance data and recommend corrective actions.
  

• Ensure timely collections and adherence to company policies.
  

Requirements  

• Bachelor’s degree in Business, Marketing, or related field. MBA preferred.
  

• 3–5 years of experience in the beverage, FMCG, or Food industry sales.
  

• Proven experience in handling distributors and channel sales.
  

• Strong understanding of HORECA, General Trade, and Modern Trade channels.
  

• Excellent leadership, negotiation, and communication skills.
  

• Proficiency in MS Excel and sales reporting tools.
  

• Willingness to travel extensively within the assigned territory.
  

Desired Skills  

• Territory management
  

• Distributor handling
  

• Team leadership
  

• Sales forecasting
  

• Negotiation & relationship management
  

• Market expansion strategy
  

• Problem -solving and decision -making
  

Working Conditions  

• Extensive field travel required.
  

• 6 -day working week.
  

• Fast -paced and target -driven environment.