Cognitud - Area Sales Manager

Area Sales Manager - General Trade

Paints organisation

Multiple Locations (South India) - Chennai, Bangalore, Salem, Coimbatore, Tirunelveli

Qualification: Full-time MBA

Role:

As an Area Sales Manager, you will lead a high-impact sales team to drive sell-in, sell-out, and off-take across a defined territory. Execute GTM models, channel strategies, and off-take programs to deliver profitable growth in volume, value, and mix, while ensuring strong distributor performance and market execution. This is a role with full ownership of distributors, retailers, field teams, and market assets.

What You will do:

- Drive primary & secondary sales through effective execution of GTM and channel strategies.

- Lead, coach, and manage on-roll & off-roll sales teams to deliver consistent results.

- Manage and develop the distributor network with regular reviews, ROI tracking, and corrective actions.

- Execute off-take programs including painter engagement, shop assistants, product consultants, and small/ medium project initiatives.

- Ensure stable pricing (MOP) and effective deployment of discounts, rebates, and promotions.

- Strengthen retailer and SSO engagement to drive sustainable market growth.

- Ensure strict adherence to SOPs, CRM, DERP, contracts, and compliance norms.

- Track performance through MIS, identify gaps, and drive timely course corrections.

What we are looking for:

- 4-12 years of experience in General Trade / Channel Sales / Distribution (Paints, FMCG, or Building Materials preferred)

- Experience in managing distributors, retailers, and field sales teams

- Strong understanding of GTM execution, trade promotions, and distributor economics

- Ability to balance strategy with hands-on execution

- Strong analytical, communication, and people leadership skills

- Comfortable with extensive market travel