Job Title

Area Sales Manager Modern Trade (ASM MT)

Function: Sales Modern Trade

Location: Delhi - NCR

Reports To: Regional Sales Manager / National Sales Manager Modern Trade

Role Purpose To drive sustainable growth and profitability of Moderna Trade’s portfolio across assigned Modern Trade accounts in the area by ensuring superior execution, strong retailer relationships, effective team management, and disciplined trade marketing.

Key Responsibilities

1. Sales & Business Growth

- Achieve monthly, quarterly, and annual primary and secondary sales targets (value and volume) for assigned Modern Trade accounts.
- Develop and execute an area business plan aligned with company strategy, including account-wise growth plans, SKU focus, and promotion calendars.
- Identify and pursue new listing opportunities, range expansion, and incremental SKUs in existing and new Modern Trade chains.

1. Account & Relationship Management

- Build and maintain strong relationships with Modern Trade buyers, category managers, and store-level stakeholders (e.g., Reliance, DMart, Star Bazaar, Spencer’s, regional chains, etc.)
- Negotiate commercial terms, listing fees, display rentals, and promotional budgets within company guidelines and ensure timely reconciliation.
- Own Joint Business Plans (JBPs) and store growth plans for top accounts in the area.

1. In-Store Execution & Visibility

- Ensure on-shelf availability, planogram compliance, and fair share of shelf across all relevant outlets.
- Drive execution of visibility elements: Gondolas, end-caps, dump bins, wobblers, shelf strips, and other Tools of Trade (TOT).




- Monitor and correct out-of-stock (OOS) situations, especially in high-velocity stores and quick-commerce-linked outlets where applicable.

1. Trade Marketing & Promotions

- Plan and implement channel-specific promotions, consumer offers, and in-store activations to maximize off-take and brand visibility.
- Coordinate with Marketing and Key Account Management (KAM) teams to align regional activations with national campaigns.
- Track ROI of promotional spends and ensure adherence to budget and compliance norms.

1. Team Leadership & Capability Building

- Lead, coach, and motivate a team of Sales Executives / Key Account Officers / Promoters covering Modern Trade outlets.
- Set transparent targets, conduct regular field visits, performance reviews, and capability-building sessions.
- Ensure discipline in journey plans, call reports, and outlet coverage norms.

1. Distribution, Inventory & Supply Chain Coordination

- Work closely with distributors, supply chain, and KAM teams to ensure timely replenishment and optimal inventory levels at store and distributor ends.
- Monitor fill rates, ageing stock, returns, and expiries, and take corrective actions to minimize losses.




- Support accurate demand forecasting to avoid stock-outs and overstocking.

1. Market Intelligence & Reporting

- Track competitor activities, pricing, promotions, and new launches in Modern Trade and share actionable insights.
- Prepare and present weekly/monthly MIS reports: sales vs. target, account performance, promotion effectiveness, OOS, and visibility audits.
- Conduct regular business reviews with Regional/National leadership and recommend course corrections.

Key Performance Indicators (KPIs)
- Achievement of sales targets (value & volume) – primary and secondary.
- Outlet coverage, fill rate, and on-shelf availability.
- Share of shelf and visibility compliance scores.
- New listings/SKU additions and JBPs implemented.
- Team productivity and field execution quality.
- Promotion ROI and budget adherence.

Candidate Profile

Education

- Graduate in any discipline; MBA/PGDM in Sales/Marketing preferred.

Experience
- 8–12 years of experience in FMCG/FMCD/consumer goods sales, with at least 4 years in Modern Trade as ASM or equivalent.
- Proven track record of handling national/regional Modern Trade chains and leading a field sales team.

Skills & Competencies
- Strong negotiation and relationship management skills with retail buyers and store teams.
- Excellent analytical and MIS skills; ability to work with POS data and derive insights.
- High energy, field-oriented, with strong execution and follow-up discipline.
- Good command over MS Excel/PowerPoint and comfort with CRM/ATS tools

📌 Area Sales Manager (Delhi)
🏢 Damyaa Pj Foods
📍 Delhi