Area Sales Manager / Branch Manager FMCG

Location: Chandigarh, Punjab

HQ: Chandigarh

Territory: Punjab

Experience: 38 years, with minimum 3 years in a managerial FMCG Sales role

Industry: FMCG

Categories: Frozen Foods | Beverages | Instant Foods

Channel: Modern Trade / General Trade

Job Summary

We are looking for an experienced Area Sales Manager / Branch Manager to drive sales and business growth across Punjab. The candidate will be responsible for managing distributors, leading the sales team, expanding market coverage, developing Modern Trade and retail business, and achieving primary and secondary sales targets.

The ideal candidate should have strong FMCG Sales experience, preferably in Frozen Foods, Beverages, Instant Foods, and Modern Trade.

Key Responsibilities

1. Sales & Business Development

- Drive primary and secondary sales across Punjab.
- Achieve monthly, quarterly, and annual sales targets.
- Develop and implement territory-wise sales strategies.
- Identify new markets, customers, distributors, and business opportunities.
- Drive distribution, product availability, SKU penetration, and market growth.

1. Distributor Management

- Appoint, manage, and evaluate distributors across Punjab.
- Develop and maintain an efficient distribution network.
- Monitor distributor stock, inventory, order booking, secondary sales, and outstanding payments.
- Ensure timely order fulfillment and product availability.
- Build strong and long-term relationships with distributors.

1. Modern Trade & Retail

- Develop and manage Modern Trade accounts, supermarkets, hypermarkets, and large-format stores.
- Ensure product availability, shelf visibility, merchandising, and promotional execution.
- Drive new listings, range expansion, additional displays, and new product launches.
- Monitor competitor pricing, schemes, promotions, and market activities.

1. Team Management

- Lead, train, coach, and motivate the sales team.
- Set individual and team sales targets.
- Monitor team performance through regular reviews and field visits.




- Ensure effective execution of sales and distribution plans.

1. Market Development

- Conduct regular market visits across Punjab.
- Expand outlet coverage and strengthen distribution.
- Identify untapped markets and develop new business opportunities.
- Gather market intelligence and provide actionable feedback to management.

1. Communication & Coordination

- Coordinate with Trade Marketing, Logistics, Supply Chain, Accounts, HR, and other internal teams.
- Ensure timely closure of customer, distributor, supply, manpower, and commercial issues.
- Maintain regular communication with distributors and key customers.

1. Reporting & Analytics

- Track primary and secondary sales performance.
- Prepare sales forecasts and territory performance reports.
- Monitor distributor productivity, inventory, market coverage, and sales achievement.
- Analyze competitor activities, pricing, promotions, and market trends.

Candidate Requirements
- Graduate in any discipline; MBA/PGDM preferred.
- 3–8 years of overall sales experience, with minimum 3 years of managerial experience in FMCG Sales.
- Only FMCG Sales candidates will be considered.
- Experience in Frozen Foods, Beverages, Instant Foods is strongly preferred.
- Experience in Contemporary Trade / Key Account Management will be an advantage.
- Strong distributor and sales team management experience.
- Good knowledge of the Punjab market.
- Strong communication, negotiation, analytical, and leadership skills.
- Willingness to travel extensively across Punjab.
- Valid driving licence preferred.

Key Performance Indicators
- Primary Sales Achievement
- Secondary Sales Achievement
- Revenue & Volume Growth
- Distributor Productivity
- Distribution Expansion
- Modern Trade Growth
- New Account/Outlet Addition
- SKU Penetration
- On-Shelf Availability
- Team Productivity
- Market Coverage
- Trade Promotion Execution

Important Note Only FMCG Sales professionals will be considered. Candidates without relevant FMCG Sales experience should not apply.

HQ: Chandigarh | Territory: Punjab | Extensive travel across Punjab required.

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