Job Description: Area Sales Manager (ASM) - North East Region General Trade

Position Title: Area Sales Manager (ASM) - General Trade

Location: North East India

Job Purpose: The Area Sales Manager (ASM) will be responsible for driving sales growth, distribution expansion, market execution, and channel development across the North East region through the General Trade network. The role involves managing distributors, leading frontline sales teams, ensuring market coverage, and achieving primary and secondary sales targets.

Key Responsibilities:

1. Sales & Business Development:

- Achieve monthly, quarterly, and annual sales targets for the assigned territory.

- Drive primary and secondary sales through distributors and retail channels.

- Expand numeric and weighted distribution across key markets.

- Identify new business opportunities and market potential in assigned areas.

2. Distributor Management:

- Appoint and manage distributors as per business requirements.

- Monitor distributor ROI, stock levels, claims, and payment cycles.

- Ensure distributor adherence to company policies and sales processes.

- Conduct regular business reviews with distributors.

3. Market Execution:

- Ensure effective implementation of trade schemes, promotions, and visibility initiatives.

- Monitor retail coverage, beat productivity, and merchandising standards.

- Drive product availability and visibility across outlets.

- Track competitor activities, pricing, and market trends.

4. Team Management:

- Lead, coach, and motivate Sales Officers / Territory Sales In-Charges.

- Set KPIs and monitor team performance regularly.

- Conduct joint market visits and provide on-ground guidance.

- Ensure discipline and productivity of the field sales team.

5. Reporting & Analytics:

- Prepare sales forecasts and territory business plans.

- Track sales performance using MIS reports and market data.

- Ensure timely reporting of sales, collections, and market intelligence.

Key Performance Indicators (KPIs):

- Achievement of sales targets

- Distribution expansion

- Outlet coverage and productivity

- Secondary sales growth

- Collection efficiency

- Market share growth

- Team performance and retention

Qualifications & Experience:

- Bachelors degree in Business, Marketing, or related field.

- MBA preferred.

- 5-8 years of sales experience in FMCG/FMCD/Consumer Goods industry.

- Minimum 2-3 years of experience handling General Trade in the North East region.

- Strong understanding of distributor management and retail operations.

Required Skills:

- Strong sales and negotiation skills

- Team handling and leadership capability

- Market planning and execution

- Analytical and problem-solving skills

- Excellent communication and interpersonal skills

- Proficiency in MS Excel and sales reporting tools

Preferred Candidate Profile:

- Experience managing diverse geographies within North East India.

- Strong local market knowledge and retailer/distributor relationships.

- Ability to travel extensively across the region.

- Self-driven, result-oriented, and execution-focused professional.