Area Sales Manager - General Trade - Pet Food - FMCG

Job Description

Area Sales Manager (ASM)

Function: Sales

Industry: Pet Foods / FMCG

Location: Mumbai, MH

Role Overview

The Area Sales Manager (ASM) will be responsible for driving sales growth, distribution expansion, and team performance across the assigned territory (Mumbai, Blr, Hyd, Kochi, Delhi). The role requires strong execution capability across Pet Specialty Stores, Veterinary channels, and General Trade, along with the ability to build and manage high-performing frontline sales teams.

Key Responsibilities

1. Sales & Business Development

- Deliver sales value and volume targets assigned for the area/zone

- Drive primary and secondary sales across all key channels

- Identify, onboard, and develop new distributors and retail partners

- Expand market reach across:

General Trade (GT)

Pet Specialty Stores (SPTs)

Veterinary (Vet) channels

- Ensure effective execution of distribution, visibility, and availability across the territory

2. Team & Stakeholder Management

- Manage, guide, and motivate a team of frontline sales representatives

- Set clear performance expectations and monitor individual and team KPIs

- Provide on-ground coaching, regular feedback, and performance reviews

- Maintain strong, professional relationships with:

Distributors

Retailers

Veterinary partners

Internal stakeholders

3. Market Intelligence & Insights (Good to Have)

- Track competitor activity, pricing, promotions, and channel strategies

- Develop a working understanding of the pet food industry landscape

- Gather and share insights on:

Customer buying behaviour

Channel-level performance

Market and consumer trends

- Use market feedback to support sales planning and execution

Role Requirements & Experience

Experience & Background

- Minimum 5 years of experience in sales in the FMCG / Consumer Goods / Pet Food industry

- Prior exposure to pet care or pet food is a strong advantage

- Proven track record of building and expanding products in new or developing markets

- Demonstrated experience in managing and scaling frontline sales teams

Functional & Technical Skills

- Strong understanding of sales planning, execution, and distribution management

- Ability to drive primary and secondary sales performance

- Experience working with distributors and multi-channel sales ecosystem