Position Details:
Role: Area Sales Manager – General Trade
Location: Ahmedabad / Surat
Department: Sales – General Trade
Reporting To: Regional Sales Manager (RSM) / Zonal Sales Manager (ZSM)
Job Type: Full-time
Role Purpose:
The Area Sales Manager (ASM) will be responsible for driving profitable business growth across the assigned territory by achieving primary and secondary sales targets, strengthening distributor operations, leading and developing the frontline sales team, and ensuring excellent execution in the market. The role requires strong expertise in General Trade sales, distributor management, team leadership, and business planning to deliver sustainable growth.
Key Responsibilities:
Achieve monthly, quarterly, and annual primary & secondary sales targets.
Drive sales growth through effective distributor management and market development.
Appoint, manage, and develop distributors to improve market coverage and business productivity.
Lead, coach, and monitor Sales Officers and frontline sales teams to maximize field productivity.
Ensure effective beat planning, outlet expansion, numeric distribution, and market coverage.
Drive product availability, visibility, merchandising standards, and retail execution.
Execute trade promotions, consumer activation programs, retailer engagement initiatives, and new product launches.
Monitor distributor inventory, claims, collections, ROI, and overall distributor profitability.
Analyze market trends, competitor activities, and sales performance to identify business opportunities.
Coordinate with Trade Marketing, Supply Chain, Finance, and other cross-functional teams to ensure seamless execution.




Ensure timely submission of sales MIS, forecasts, business reviews, and action plans.
Key Skills & Competencies:
Strong experience in FMCG General Trade sales and distribution management.
Proven experience in handling and developing frontline sales teams.
Robust distributor management and channel development skills.
Excellent communication, negotiation, and relationship-building abilities.
Strong analytical, business planning, and execution capabilities.
Self-motivated, result-oriented, and capable of driving profitable business growth.
Qualification & Experience:
Experience: 7–10 years of relevant FMCG General Trade sales experience.
Minimum 2–3 years of experience in an Area Sales Manager or Team Handling role.
Experience in handling the Ahmedabad and/or Surat market will be preferred.. Skillset Required: FMCG General Trade Sales, Distribution Management, Team Leadership, Business Planning, Primary Sales, Secondary Sales, Sales Target Achievement, Distributor Management, Market Development, Sales Coaching, Team Handling, Field Team Management, Field Productivity, Beat Planning, Outlet Expansion, Numeric Distribution, Market Coverage, Merchandising, Retail Execution, Trade Promotions, Consumer Activation, Retailer Engagement, New Product Launches, Inventory Management, Claims Management, Collections Management, ROI Analysis, Distributor Profitability, Market Analysis, Competitor Analysis, Sales Performance Analysis, Cross-functional Coordination, Sales MIS, Sales Forecasting, Business Reviews, Action Planning, Channel Development, Communication, Negotiation, Relationship Building, Analytical Skills, Execution

📌 Area Sales Manager – General Trade (India)
🏢 Boolean Staffing Recruitment Solutions
📍 India