Job Description:

Area Sales Manager (ASM)

Department:

Sales

Industry:

FMCG - Biscuits & Confectionery

Reporting To:

Regional Sales Manager (RSM)

Experience:

5 - 8 Years in FMCG Sales (Preferably Biscuits, Snacks, Food & Beverage)

Qualification:

MBA

Key Responsibilities:

Sales & Business Development:

- Achieve monthly, quarterly, and annual sales targets.

- Drive primary and secondary sales through distributors.

- Increase market share and product penetration across assigned markets.

- Ensure effective execution of company sales strategies and promotional activities.

- Develop business in new markets and strengthen existing distribution.

Distributor Management:

- Appoint new distributors in potential markets.

- Manage distributor ROI, stock levels, working capital, and profitability.

- Monitor distributor claims, outstanding payments, and stock rotation.

- Ensure timely billing and availability of all SKUs.

Retail & Market Execution:

- Ensure effective retail coverage through Sales Officers and Distributor Sales Representatives (DSRs).

- Improve numeric and weighted distribution.

- Enhance product visibility through merchandising and branding activities.

- Monitor outlet productivity and beat efficiency.

- Ensure execution of trade schemes and consumer promotions.

Team Management:

- Lead, motivate, and develop Sales Officers and frontline sales teams.

- Conduct regular market visits and joint working.

- Provide coaching and performance feedback.

- Set KRAs and review team performance periodically.

- Build a high-performance sales culture.

Market Intelligence:

- Monitor competitor pricing, promotions, product launches, and distribution.

- Collect market feedback and customer insights.

- Identify business opportunities and recommend growth initiatives.

Customer Relationship Management:

- Develop strong relationships with distributors, wholesalers, and key retailers.

- Resolve customer complaints promptly.

- Ensure high levels of customer satisfaction.

Sales Planning & Reporting:

- Prepare monthly sales plans and forecasts.

- Review daily sales performance and productivity.

- Submit sales reports, market updates, and competition analysis.

- Monitor achievement against budgets and targets.

Inventory & Demand Planning:

- Ensure optimum stock availability across distributors.

- Minimize stock-outs and expiry.

- Coordinate with supply chain for timely replenishment.

Compliance:

- Ensure adherence to company policies and sales processes.

- Maintain accurate sales records and documentation.

- Ensure compliance with commercial and financial guidelines.

Preferred Industry Experience:

- Biscuits

- Confectionery

- Snacks

- Food & Beverage

- FMCG

- Experience in companies such as Parle, Britannia, ITC Foods, Anmol, Cremica, Patanjali, inbisco, Haldiram, Pratap Snacks, Yellow Diamonds or similar FMCG organizations will be preferred.