We are looking for an experienced and result-oriented Area Sales Manager with proven experience in the Alcoholic Beverages (Alco-Beverages) Industry to manage and grow the assigned territory in Lucknow. The candidate will be responsible for achieving sales targets, managing distributors and depots, expanding market coverage, developing new outlets, and leading the sales team to drive business growth.

The ideal candidate should have strong market exposure, excellent distributor/channel management skills, and the ability to lead and motivate a team.

Key Responsibilities:

- Develop and execute area sales plans in line with business targets, budgets, sales volumes, product mix, margins, and timelines.
- Manage territory coverage as per MJP/PJP and ensure regular coverage of assigned markets and outlets.
- Lead, guide and motivate the sales team to achieve primary and secondary sales targets.
- Plan and prioritize sales activities to maximize market penetration, outlet productivity and revenue growth.
- Develop and maintain strong relationships with distributors, retailers, outlet owners, cashiers and other channel partners.
- Expand the territory by identifying and acquiring new distributors and outlets.
- Increase Width of Distribution (WOD) by introducing company/SOM brands across new and existing outlets.
- Ensure the right SKU is available at the right outlet at the right time based on market demand.
- Manage product mix, pricing, discounts and margins in accordance with company policies and approved objectives.
- Coordinate with depots for stock availability, dispatches, unloading and territory-wise distribution.
- Ensure inter-depot transfers of stock as directed by the company.
- Monitor and manage damaged/expired stock, including documentation and approved destruction processes.
- Ensure timely payment collection from distributors/depots and closely monitor outstanding balances.
- Provide regular market intelligence and timely feedback on product performance, consumer demand, competition,



pricing and market trends.
- Plan and execute/support local marketing activities, product launches, promotions and brand activation within approved budgets.
- Ensure availability and visibility of products across allocated markets and outlets.
- Empower and support outlets within the approved framework regarding pricing, discounts and product-related queries.
- Build strong outlet relationships and resolve queries related to products, pricing, stock returns and service levels.
- Ensure high levels of outlet satisfaction and distributor engagement.
- Monitor territory performance and take corrective actions to improve sales and market coverage.
- Ensure effective control of depot operational costs while maintaining efficient distribution.
- Prepare and submit regular sales, market visit, distributor and territory performance reports to the reporting manager.

Candidate Profile:

- Graduate degree in any discipline; MBA/PGDM in Sales & Marketing will be an added advantage.
- 12-15 years of relevant sales experience, preferably in the Alcoholic Beverages / Alco-Beverages industry.
- Proven experience in territory/area sales management with a strong track record of target achievement.
- Solid understanding of distributor/depot management and retail market operations.
- Good knowledge of the Lucknow market and surrounding territory will be preferred.
- Demonstrated ability to handle, guide and motivate a sales team.
- Strong market exposure with the ability to identify new business opportunities and expand distribution.
- Good understanding of primary & secondary sales, WOD, SKU management, margins, pricing and market execution.
- Strong negotiation, communication, relationship-management and problem-solving skills.
- Willingness to undertake extensive market visits and fieldwork.

Key Competencies : Alco-Beverages Industry Experience | Area Sales Management | Team Leadership | Distributor Management | Depot Operations | Primary & Secondary Sales | Market Expansion | WOD Growth | Retailer Management Sales Planning | Target Achievement |Collection Management

📌 Area Sales Manager (Lucknow)
🏢 SOM GROUP
📍 Lucknow