1. Sales Target Achievement & Territory Management

- Own and deliver the monthly, quarterly, and annual revenue target for the assigned area across GT channels kirana, pharmacy, baby specialty, and chemist stores and MTO /NTO chains.
- Cascade area targets to individual Sales Officer and Sales Representative territories based on market potential and historical performance.
- Identify low-performing territories and weak SKU performance, build action plans, and personally visit and activate underperforming pockets.
- Track daily, weekly, and monthly achievement vs target at territory and outlet level, and take corrective action without waiting for RSM intervention.
- Ensure new product launches are executed on time across all outlets in the area placement, stickering, POP, and trade scheme communication.

2. Distribution Building & Stockist Management

- Identify, appoint, and onboard distributors and stockists as per Softsens policy covering territory mapping, credit assessment, and margin negotiation.
- Maintain healthy distributor ROI by managing primary and secondary sales, optimising inventory levels, and preventing excess or shortage situations.
- Conduct monthly ROI reviews with distributors and proactively resolve conflicts, outstanding dues, and scheme claims within defined turnaround times.
- Ensure zero stock-out situations at stockist level through accurate indent planning and CFA coordination.
- Monitor and manage distributor outstanding dues; escalate to RSM only after first-level intervention has been attempted.

3. Outlet Coverage & Retail Execution

- Maintain and expand the Sales Visit List (SVL) — ensuring all productive outlets (kirana, pharmacy, baby stores, supermarkets) are mapped and covered at the right frequency.
- Conduct joint field visits with SO/SR to ensure POSM placement, shelf visibility, share of shelf, and in-store execution quality across priority outlets.
- Drive numeric and weighted distribution expansion — identify new outlets and white spaces in the territory and systematically activate them.
- Monitor competitor activity, pricing, and shelf presence at outlet level and report findings to RSM and Marketing on a weekly basis.




- Ensure Softsens products have prime shelf placement, proper price stickering, and updated POP material at all key outlets.

4. Team Leadership & People Development

- Directly manage, coach, and develop a team of Sales Officers and Sales Representatives across the area.
- Participate in recruitment of SO/SR — conduct first-level interviews, assess field readiness, and recommend candidates to RSM.
- Deliver structured induction and on-the-job training to current SO/SR on Softsens products, sales processes, territory coverage, and reporting standards.
- Conduct regular performance reviews (weekly joint fieldwork, monthly performance discussions) and implement PIPs for underperformers.
- Maintain team morale, minimise attrition, and ensure vacant territories are managed without revenue loss beyond 15 days.

5. Scheme Execution & Trade Marketing Coordination

- Communicate trade schemes, consumer offers, and promotional activities accurately and on time to distributors, stockists, and outlet owners.
- Monitor scheme uptake and execution quality at outlet level; flag implementation gaps to RSM and Marketing team immediately.
- Review and recommend trade discounts within approved limits; scrutinise and process scheme claims accurately.
- Coordinate with the Brand Manager and ABM for POSM deployment, sampling activities, and in-store promoter placement in the area.

6. Reporting & Data Discipline

- Submit Daily Call Reports (DCR), Monthly Tour Plans, Sales Summary Reports, and expense statements accurately and on time.
- Review and approve SO/SR reports before submission; ensure data integrity across all field reporting.
- Track and report market intelligence: competitor launches, price changes, distribution moves, and consumer feedback.




- Prepare and present area performance reviews at monthly RSM review meetings with clear analysis of gaps and recovery plans
- .Role & responsibilities

Key Result Area (KRA)

Key Performance Indicator (KPI)

Revenue achievement against area target

% achievement vs monthly and quarterly target

Distribution expansion

Number of new productive outlets added per month

Outlet coverage

% daily SVL coverage by SO/SR team

In-store visibility

Shelf share and POSM compliance at key outlets

Stockist health

Outstanding dues TAT; stock-out instances per month

Distributor management

TAT for new stockist appointment; distributor ROI

Team performance

% of SO/SR achieving individual targets

Team retention

Attrition rate; vacant territory days per quarter

Reporting discipline

% on-time report submission; zero integrity violations

New product launch execution

% outlet coverage within 30 days of launch

Preferred candidate profile

- 8-12 years of field sales experience in FMCG, baby care, personal care, or consumer healthcare — with at least 2 years in a team-leading role (ASM or ASE).
- Proven track record of managing GT distribution networks including stockist appointment, ROI management, and outstanding resolution.
- Demonstrated ability to lead, coach, and retain frontline sales teams (SO/SR level) in a high-travel field environment.
- Experience in pharmacy, baby specialty, or chemist channel sales — understanding of how these trade partners buy and what drives them.
- Strong territory planning, outlet coverage, and visibility execution skills — must know how to build share of shelf without a large brand budget.
- Data discipline: must be comfortable with daily reporting, sales trackers, and interpreting outlet-level performance data.
- Hindi fluency essential for trade engagement across GT markets; local language proficiency preferred for the assigned region.
- Willingness to spend 18–22 days per month in the field — this is a high-travel, ground-up execution role.

Benchmark companies: Himalaya, Mama earth (Honasa), ITC, HUL, J&J;, Mee Mee, Mother sparsh, Cetaphil or similar

📌 Area Sales Manager (Delhi)
🏢 Softsens
📍 Delhi