Job Purpose To drive business growth across the assigned area by achieving primary and secondary sales targets, developing distributors, strengthening retail coverage, managing the field sales team, improving product availability, and ensuring effective execution of sales and market development plans.

Key Responsibilities

- Achieve monthly, quarterly, and annual primary and secondary sales targets for the assigned area.
- Develop and execute area-wise sales plans in line with company objectives.
- Identify, appoint, and develop distributors in potential markets.
- Ensure effective distributor management, stock availability, billing, secondary movement, and market servicing.
- Expand retail coverage across pet shops, dealers, breeders, veterinary outlets, and other relevant trade channels.
- Monitor distributor productivity, stock ageing, outstanding payments, and credit discipline.
- Review market performance and take corrective actions wherever required.
- Lead, guide, and monitor Territory Growth Officers and other field sales employees.
- Conduct regular joint market working with the sales team.
- Review Tour Plans, beat plans, Daily Call Reports, and field productivity of team members.
- Ensure the sales team maintains the required outlet coverage, productive calls, and sales conversion.
- Train and coach team members on product knowledge, selling skills, distributor management, and market execution.
- Identify underperforming territories and implement improvement plans.
- Ensure proper execution of company schemes, promotions, product launches, and market development activities.
- Improve product visibility, shelf placement, merchandising, and branding at retail outlets.
- Ensure effective implementation of sampling and promotional activities.
- Build and maintain strong relationships with key distributors, retailers, pet shops, breeders, and key customers.
- Identify new business opportunities and high-potential markets within the assigned area.
- Monitor competitor products, pricing, schemes, product launches,



and market activities.
- Provide regular market intelligence and competitor updates to management.
- Coordinate with supply chain, finance, marketing, and internal teams for smooth order execution and market servicing.
- Review distributor claims, schemes, and sales-related documentation as per company policy.
- Ensure timely collection of outstanding payments from distributors.
- Maintain strict control over credit exposure and overdue payments.
- Ensure sales data and market reports are updated accurately in CK Station / assigned company applications.
- Submit timely daily, weekly, and monthly sales reports.
- Ensure team compliance with Tour Plan, attendance, DCR, expense, and reporting requirements.
- Maintain proper documentation relating to distributors, market activities, and sales operations.
- Team Management Responsibilities
- Set clear sales targets for Territory Growth Officers.
- Conduct periodic performance reviews of team members.
- Monitor individual territory performance and productivity.
- Support recruitment and onboarding of sales employees wherever required.
- Identify training and development needs of team members.
- Motivate the sales team to achieve targets and improve market penetration.
- Ensure field discipline and adherence to company policies.

Key Performance Indicators (KPI)

- Primary sales achievement.
- Secondary sales achievement.
- Area sales growth.
- Distributor appointment and productivity.
- Active distributor count.
- Retail outlet expansion and productive outlet coverage.
- New outlet additions and product availability / range selling.




- Distributor stock ageing and outstanding / collection control.
- Sales team target achievement and TGO productivity.
- Market share improvement and new product placement / launch execution.
- Merchandising and visibility compliance.
- Distributor and retailer retention.
- Reporting and system compliance.

Qualification

- Any Graduate.
- MBA / PGDM in Sales & Marketing will be preferred.
- Experience
- 5–8 years of experience in Sales and Distribution.
- Minimum 2–3 years of team-handling experience preferred.
- Experience in FMCG, Pet Food, Animal Feed, Veterinary Products, Pet Care, Consumer Products, or related industries will be an advantage.
- Strong exposure to distributor and retail sales management is preferred.

Skills Required

- Strong sales and distribution management skills.
- Team leadership and people management capability.
- Distributor appointment and development skills.
- Strong negotiation and commercial understanding.
- Territory and market development skills.
- Ability to analyse sales data and identify performance gaps.
- Strong communication and interpersonal skills.
- Good problem-solving and decision-making capability.
- Strong understanding of primary and secondary sales.
- Knowledge of distributor ROI, inventory, credit, and collection management.
- Ability to handle multiple territories and team members.
- Good knowledge of local and regional markets.
- Proficiency in mobile-based sales reporting tools and MS Office.

Other Requirements

- Willingness to travel extensively within the assigned area.
- Two-wheeler / four-wheeler driving capability with valid licence preferred.
- Should be comfortable with extensive field work.
- Should demonstrate solid ownership for sales achievement and team performance.
- Must maintain discipline in reporting, review, and execution.
- Should be result-oriented with a strong focus on market expansion, distribution development, and profitable growth.

📌 Area Sales Manager (India)
🏢 CavinKare
📍 India