Area Sales Manager (ASM) – FMCG

JD: Area Sales Manager (ASM) – FMCG

Position Overview:

The Area Sales Manager (ASM) is responsible for driving sales and managing operations in a designated geographical area. The ASM oversees a

team of Sales Officers (SOs & ASEs) and ensures the execution of sales strategies, achievement of sales targets, effective distribution management,

and trade marketing initiatives.

Key Responsibilities

1. Sales Target Achievement

• Plan and execute area sales strategies to meet or exceed monthly, quarterly, and annual sales targets.

• Ensure the team achieves individual and collective sales goals for revenue and volume.

• Identify opportunities for growth in sales and market share.

2. Distributor & Channel Management

• Manage and develop relationships with distributors, ensuring efficient distribution and availability of products.

• Monitor distributor performance and resolve issues related to stock, service levels, and payments.

• Ensure effective implementation of trade schemes and promotions in the area.

3. Market Expansion & Development

• Identify and onboard new distributors, retailers, or sales channels to enhance market coverage.

• Ensure the availability and visibility of products in retail outlets.

• Monitor competitor activities and market trends, providing feedback to management for strategy refinement.

4. Team Management

• Lead, train, and motivate Sales Officers (SOs) & Area Sales Executives (ASEs) to ensure they deliver on their targets.

• Conduct regular performance reviews, provide constructive feedback, and address skill gaps within the team.

• Monitor daily sales operations and provide support for problem resolution.

• Ensure and monitor that POs & Sample compliances are being followed at the ground level properly.

5. Trade Marketing Execution

• Implement trade promotions and ensure their effective rollout at the retail level.

• Monitor and evaluate the success of marketing initiatives in the area.

• Coordinate with the marketing team for local activations and brand visibility campaigns.

6. Reporting & Insights

• Maintain and share accurate sales reports, forecasts, and market insights with the RSM or ZSM & NSM.

• Track key metrics such as sales growth, market share, distributor performance, and team productivity.

• Provide feedback on product performance, customer preferences, and competitor activities.

7. Operations & Compliance

• Ensure proper stock management at distributor points to avoid overstocking or stock outs.

• Monitor and manage area-level expenses to remain within the budget.

• Adhere to company policies, processes, and statutory requirements.

Key Performance Indicators (KPIs)

• Achievement of sales targets (volume and revenue).

• Distributor and retailer satisfaction levels.

• Growth in market coverage and penetration.

• Successful execution of trade promotions.

• Sales team productivity and engagement levels.

Skills & Qualifications

1. Educational Background

• Bachelor’s degree in Business, Sales, Marketing, or a related field.

• MBA/PGDM preferred but not mandatory.

2. Experience

• 8–12 years of experience in FMCG sales, with at least 2–3 years in a supervisory or similar role. • Experience in managing distributors and a team of field sales personnel.