Area Sales Manager

The Area Sales Manager (ASM) will own the General Trade (GT) sales performance for pet food across the assigned territory. The role is responsible for distributor management, channel expansion, sell-in and sell-out, field execution, and team leadership—ensuring numeric and weighted distribution growth, perfect store execution, and category development, while adhering to pricing, margin, and compliance guidelines.

• Own primary & secondary sales targets (monthly, quarterly, annual) across GT channels (wholesalers, pet shops, kiranas, mini-marts).
• Build and track Annual Operating Plan (AOP) and Monthly Sales Plan (MSP) by district, distributor, and SKU.
• Expand numeric distribution and weighted distribution; open new outlets and sub-stockists in white-space markets.
• Ensure channel ROI and distributor health (stock hygiene, fill rates, credit discipline, service levels).
• Ensure planogram adherence, visibility, POSM deployment, promotions, and price compliance at outlet level.
• Run micro-activation calendars (sampling, pet owner engagements, local fairs/events) to drive trials and repeats.
• Execute Beat Route productivity: daily call averages, outlet coverage, strike rate, and freshness norms.
• Recruit, train, and manage Sales Executives/TSIs/PSMs/Promoters; drive capability (category knowledge, GT selling, hygiene).
• Conduct weekly reviews, market immersions, and joint calls; coach for performance and trade relationships.
• Define KRAs/KPIs and run performance improvement plans for underperforming team members.
• Localize consumer offers and trade schemes for GT; ensure ROI and post-promo analysis.
• Partner with Trade Marketing on visibility drives (racks, danglers, shelf-strips, wobblers) and new product launches.
• Track competitors’ pricing, activations, assortment, and distribution; build counter-strategies.
• Use Sales MIS/CRM/DMS/Bizom (or equivalent) for daily reporting, attendance, beat adherence, and claim submissions.
• Deliver actionable insights from sell-in/sell-out, outlet segmentation, and market share trends.
• Maintain master data quality (outlet universe, beat maps, distributor records).

• Graduate/Postgraduate in Business/Commerce; MBA preferred.
• Work
• Work
• Minimum 2 years of handling the team and working as frontline manager
• 6 –12 years of B2C GT experience in pet care/pet food category experience
• Drive for Results
• Growth Mindset
• Conflict Management
• Business Perspective
• Managing and Measuring Work
• Building Effective Team
• Developing Direct Report