Job Title:

Area Sales Manager – General Trade

Location:

Hyderabad & Vijayawada

Reporting To:

Regional Sales Manager – APTS

Role Purpose The Area Sales Manager (ASM) will be responsible for driving sales growth, distribution expansion, and execution excellence in General Trade across assigned markets. The role involves managing distributor operations, leading frontline sales executives, ensuring outlet coverage, and executing company growth plans in the assigned territory.

Key Responsibilities

1. Sales & Business Growth

- Achieve monthly, quarterly, and annual sales targets for the assigned territory.
- Drive secondary sales through distributors and ensure healthy primary billing.
- Build strong presence for the company’s product portfolio across traditional retail outlets .
- Identify growth pockets and underpenetrated markets in assigned markets.

2. Distribution Expansion

- Expand numeric and weighted distribution in the assigned territory.
- Appoint and develop new distributors/sub-distributors where required.
- Ensure availability across A, B, and C class outlets .
- Strengthen rural and semi-urban market penetration.

3. Team Management

- Build, lead and manage Frontline Sales Executives (FSEs) in the territory.
- Drive productivity metrics such as:
- Outlet coverage
- Strike rate




- Lines per bill
- Sales per outlet
- Conduct market working, coaching, and on-field training .

4. Distributor Management

- Ensure distributor profitability and operational efficiency.
- Manage stock planning, inventory norms, and ageing control .
- Monitor claims, schemes, and settlement processes .
- Maintain strong distributor relationships.

5. Market Execution

- Ensure effective implementation of trade schemes, visibility programs, and promotions .
- Maintain planogram execution and merchandising standards.
- Track competitor activity and market intelligence.

6. Data & Reporting

- Track and review daily/weekly sales reports .
- Monitor territory KPIs and corrective action plans.
- Share market insights and opportunities with regional leadership.

Qualification & Experience

- Graduate in any discipline (MBA preferred).
- 4–7 years of FMCG sales experience in General Trade.
- Minimum 1–2 years experience in team handling .
- Strong understanding of retail market dynamics .
- Experience in managing distributors and rural markets .
- Experience in beverage, snacks, or any impulse categories with solid General Trade exposure in assigned markets .

📌 Area Sales Manager (Hyderabad)
🏢 Farmley
📍 Hyderabad