Job Title
Area Sales Manager (ASM) – State Owner (Primary + Secondary)
Department
Sales
Reporting To
Zonal Head / Head of Sales
Location
State-level role (Extensive field travel)
Employment Type
Full-Time

Role Objective

Own and drive the complete state-level growth engine by managing Primary (Company → Distributor) and Secondary (Distributor → Market) sales with a solid execution focus on C/D/E-category retail outlets, while scaling Wholesale, HoReCa, and Institutional channels.
This role carries end-to-end accountability for distributor lifecycle, revenue, collections, field productivity, execution metrics, and contribution.

Key Responsibilities
A. State Business Ownership (Primary + Secondary)
Own full-state Primary & Secondary sales targets with sustainable month-on-month growth (no artificial primary loading).
Build and execute state business plan: district/town prioritization, distributor network design, coverage model, and channel mix.
Cascade targets into TL/FOS-level goals and drive execution through weekly performance cadence.
B.



Distributor Lifecycle Ownership (Onboard → Maintain → Deboard)
Onboarding
Appoint and ramp distributors across the state (target 50–60 distributors or as per state map).
Finalize distributor terms: territory, margins, credit limits, dispatch SLAs, claims/returns, and reporting compliance.
Ensure distributor readiness: infrastructure, delivery capability, salesman strength, working capital, data reporting.
Maintenance & Governance
Conduct weekly/monthly distributor reviews covering: primary, secondary, stock, fill rate, ageing, returns, claims, overdue.
Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
Maintain healthy stock norms: prevent stock-outs and dead stock.
Deboarding
Identify non-performing/non-compliant distributors and execute clean deboarding with settlement, stock liquidation, and territory transition.
C. C/D/E Category Retail Expansion (Core Focus)
Drive aggressive

📌 Area Sales Manager (India)
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📍 India