ROLE SUMMARY:
Designation:Area Sales Manager(ASM),OOH/Institutional&
Distributor Sales
Reporting To:
National Sales Manager (NSM)
Role Summary:
The Area Sales Manager (ASM) is a volume-driven execution role responsible for distributor- led institutional sales across semi-organised and unorganised channels. Appointing HORECA Distributor, Creating Distributor Infrastructure. This role is about coverage, billing, activation, and throughput. The ASM ensures that once an account is converted (directly or by KAM), sales actually happen on the ground.
Key Channels Covered
• Street HORECA (hotels, Cafes, Bakeries, Small Restaurants)
• Top 10 Key account from assigned channels
• Caterers- Specially Wedding Large Caterers
• Factory & Warehouse Canteens
• EducationalInstitution Canteens
• Hospital & Healthcare Canteens
• Semi-organised QSRs (Indian)
• Local Offices & Commercial Establishments
• Vending channel- For Tea Bags
• Amusement Parks/ Zoo
Key Responsibilities(KRAs)
• Develop distributor sales Team
• Appoint, manage, and drive distributor performance
• Generate volume& value through distributors in time with plans
• Lead and manage Sales Executives
• Ensuresecondarysales, visibility,andactivations
• Roll out converted key accounts across:
o Multiple branches




o Multiple locations
• Execute KAM-converted accounts on ground
• Manage distributor stock, schemes, and rotations
• Achieve monthly volume & value targets

Industries & Product Categories
Ideal candidates should come from high-volume, distributor-driven businesses:
Industries
• FMCG (Food & Beverage)
• Tea / Coffee Companies
• Premix / Beverage Concentrates
• Institutional FMCG
• Vending Consumables
Product Categories
•Tea, Coffee, Premixes
• Institutional food products
• Vending supplies
• Commoditised FMCG sold via distributors
Experience Profile
• 5 to 10 years of distributor-led sales experience
• Solid exposure to GeneralTrade /Institutional
• Experience handling salesteams on ground
• Comfortable with aggressive targets & execution
Non-Negotiable Skills (Must-Have)
• Strong distributor management skills
• Ability to drive volume & billing
• Team handling & field execution capability
• Marketintelligence & competitive tracking
• Hustler mindset with high field involvement
• Basic understanding of institutional buying behavior
• Team Management
• Skills to organise Physical Demos & Trials

📌 Area Sales Manager(ASM) (Mumbai)
🏢 Silver Leaf Tea
📍 Mumbai