Job Description Area Sales Manager (ASM)

Location: Gorakhpur, Uttar Pradesh

Function: Sales General Trade (Personal Care)

Industry: FMCG

Reporting To: Regional Sales Manager (RSM)

Team Handling: SO/SSO/ASE

About the Role:

We are looking for a high-performing Area Sales Manager (ASM) to drive business growth in the Personal care category across the territory and surrounding markets. The role requires ownership of sales delivery, distributor management, market expansion, execution excellence, and team capability building in General Trade channels. The ideal candidate should bring strong FMCG sales expertise, analytical capability, and leadership skills to accelerate market share growth in a highly competitive environment.

Qualification & Experience:

Mandatory Qualification:

- Graduate/ MBA preferred.

- Specialization in Sales / Marketing / Business Management preferred.

Experience:

- 4-8 years of relevant FMCG sales experience on managerial role.

- Strong experience in General Trade / Channel Sales / Distributor Management.

- Personal Care category experience preferred.

Key Stakeholders:

Internal:

- Regional Sales Manager

- Category / Marketing Team

- Supply Chain & Demand Planning

- Finance

- Sales Operations

- HR

External:

- Distributors

- Wholesalers

- Retailers

- Key General Trade Accounts

- Merchandising Partners

Key Responsibilities:

1. Drive Sales & Business Delivery:

- Deliver primary and secondary sales targets for the territory.

- Develop monthly, quarterly, and annual business plans aligned with regional goals.

- Drive category growth across key personal care segments.

- Ensure achievement of volume, value, market share, and distribution KPIs.

2. Distributor & Channel Management:

- Appoint, evaluate, and manage distributors to strengthen route-to-market efficiency.

- Monitor distributor ROI, inventory health, service levels, and working capital.

- Improve market servicing frequency and outlet productivity.

- Ensure optimum stock availability and reduce stock-outs.

3. Market Expansion & Execution:

- Identify whitespace opportunities across urban and semi-urban markets.

- Increase numeric and weighted distribution.

- Drive execution excellence across: 1. Outlet coverage, 2. Assortment expansion, 3. Visibility, 4. Merchandising, 5. Promotional deployment.

- Ensure superior in-store execution against competition.

4. Sales Operations & Planning:

- Build demand forecasts in collaboration with supply chain and planning teams.

- Track SKU-wise performance and recommend corrective actions.

- Drive S&OP alignment to minimize inventory gaps.

- Monitor sales dashboards and take corrective actions based on trends.

5. Trade Promotions & Activation:

- Plan and execute trade schemes, retailer incentives, and local market activations.

- Evaluate promotion effectiveness and ROI.

- Ensure flawless implementation of consumer offers and visibility campaigns.

- Work closely with marketing on category-building initiatives.

6. Team Leadership:

- Lead and coach Sales Officers/ ASE for high performance.

- Conduct regular market visits and field coaching.

- Set KRAs and performance expectations.

- Build a strong execution-driven sales culture.

7. Reporting & Analytics:

- Track and review: 1. Sales achievement vs target, 2. Beat productivity, 3. Outlet coverage, 4. SKU mix, 5. Secondary sales growth, 6. Distribution metrics, 7. Competition activity.

- Prepare business reviews and present action plans to regional leadership.

Required Competencies:

- Strong commercial acumen

- Distributor management expertise

- Negotiation & influencing skills

- Market execution excellence

- Analytical problem solving

- Business planning

- Team leadership

- Communication & stakeholder management

- Data-driven decision making