About the role
About the Company
This is an opportunity to join a fast-growing challenger brand and play a key role in shaping its identity, voice, and growth journey.
The Area Sales Manager (ASM) will be responsible for driving sales growth, expanding distribution, managing channel partners, and leading a field sales team within the assigned area. This role requires strong execution capability, distributor management skills, and deep understanding of the FMCG/beverages market.
Achieve Sales Targets:Drive primary and secondary sales to meet or exceed monthly and quarterly volume and value targets across the assigned area.
Distributor Management:Appoint new distributors where required, manage existing distributors, ensure healthy stock levels, and improve distributor ROI.
Team Leadership & Development:Lead, coach, and monitor Sales Officers/Executives; conduct regular market visits, joint calls, and performance reviews.
Distribution Expansion:Increase distribution by adding new outlets, improving beat productivity, and strengthening route plans across GT/MT channels.
Trade Marketing Execution:Implement company schemes, promotions, and visibility drives; ensure proper in-store branding, displays, and planogram adherence.
Market Execution & Availability:Ensure product availability, correct pricing, and freshness across outlets; minimize stock-outs and expiries.
Secondary Sales & Reporting:Track secondary sales, distributor claims, and market data; prepare regular MIS reports and share insights with management.
Competition & Market Intelligence:Monitor competitor activities, pricing, schemes, and new launches; share actionable insights to support strategy.
Cross-Functional Coordination:Work closely with supply chain, marketing, finance, and HR teams to ensure smooth operations and timely issue resolution.
RequirementsRequirements
- FMCG / Beverages / Food & Drinks
- MBA/PGDM in Sales & Marketing preferred
- Minimum 5-7 years in an Area Sales Manager or equivalent role
- Strong leadership and team management capability
- Proven distributor and channel partner management skills
- Solid understanding of FMCG / Beverages sales dynamics
- Expertise in GT and MT sales execution
- Strong negotiation and conflict-resolution skills
- Target-driven with strong execution focus
- Ability to plan beats, routes, and outlet coverage effectively
- Good analytical skills with ability to read sales data and MIS reports
- Experience in handling primary & secondary sales
- Knowledge of trade schemes, visibility drives, and merchandising
- Market intelligence gathering and competitive analysis skills
- Effective communication and stakeholder management skills
- Problem-solving mindset with quick decision-making ability
- Time management and multitasking skills
- Comfortable with extensive fieldwork and travel
- Basic proficiency in MS Excel, CRM, or sales reporting tools
BenefitsBenefits
- Competitive salary as per industry standards
- Performance-based incentives and bonuses
- Travel allowance / reimbursement as per company policy
- Opportunity to work with a fast-growing beverage brand
- Exposure to large-scale distribution and market expansion projects