Area Sales Manager - Trade Sales - Biscuits/Confectionery/Snacks

:

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.