Area Sales Manager (ASM) – General Trade

Location: West UP

Department: General Trade Sales

Reporting to: Regional Sales Manager

Employment Type: Full-time

Role Summary

Build and scale Troovy’s General Trade business across the assigned geography by developing distribution, expanding productive outlets and driving sustainable secondary sales. Lead the field-sales team as the business owner for the territory, with responsibility for execution, collections and repeat offtake.

Key Responsibilities

Territory Business Ownership

- Own primary sales, secondary sales, collections and overall growth for the assigned geography.
- Develop monthly, quarterly and annual territory plans aligned with business objectives.
- Identify white spaces, high-potential clusters and expansion opportunities.
- Manage territory budgets, trade investments and market-development spends.
- Build a predictable and sustainable sales pipeline across markets and distributors.

Sales and Distribution Planning

- Translate territory targets into distributor, team, beat and outlet-level plans.
- Forecast demand using sales trends, market potential, seasonality and planned activities.
- Coordinate stock allocation to ensure the availability of priority products and SKUs.
- Monitor primary-to-secondary conversion and prevent excess inventory or stock dumping.
- Improve distribution width, depth, service frequency and SKU availability.

Sales Team Leadership

- Lead ASEs, Sales Officers, PSRs and DBSMs across the assigned geography.
- Set clear daily, weekly and monthly objectives for every team member.
- Review performance through sales, coverage, productivity and repeat-outlet metrics.
- Conduct regular joint market visits, coaching sessions and performance reviews.
- Identify capability gaps and create individual improvement plans.
- Support recruitment, onboarding and training of new field-sales employees.
- Build a culture of ownership, discipline, transparency and execution.

Distributor Development

- Identify, evaluate, appoint and onboard distributors in priority markets.
- Establish clear distributor-level targets, coverage plans and service expectations.
- Monitor distributor ROI, working capital, inventory, ageing and stock rotation.
- Ensure adequate manpower, infrastructure and delivery capacity at the distributor level.
- Resolve distributor concerns related to pricing, schemes, claims, supply and collections.
- Improve distributor productivity and build long-term, commercially healthy partnerships.
- Identify underperforming distributors and implement corrective or replacement plans.

Outlet Development and Productivity

- Build and maintain an accurate universe of relevant retail outlets.
- Increase active, productive,



repeat and high-value outlets across every beat.
- Ensure new outlet additions translate into billing, trials and repeat orders.
- Track inactive, non-moving and declining outlets and initiate recovery actions.
- Improve order frequency, average order value, average sales per outlet and SKU penetration.
- Develop high-potential outlets through improved assortment, visibility and servicing.
- Monitor outlet retention and minimise loss of productive stores.

Secondary Sales and Repeat Offtake

- Deliver sustainable secondary sales rather than relying only on primary billing.
- Review daily sales and outlet-level performance to identify execution gaps.
- Build structured follow-up cycles to convert trials into repeat purchases.
- Improve retail offtake through assortment, visibility, sampling and retailer engagement.
- Analyse sales performance by distributor, territory, employee, outlet and SKU.
- Implement corrective actions for low sales, weak repeat rates or declining productivity.

Collections and Commercial Discipline

- Ensure timely collections and adherence to approved credit terms.
- Monitor distributor outstanding, ageing and payment commitments.
- Coordinate with finance to resolve ledger, credit note, debit note and claim-related issues.
- Control market schemes, discounts and commercial spends within approved guidelines.
- Protect business quality by balancing sales growth with collections and stock movement.

Market Execution

- Ensure consistent merchandising, product visibility and POSM deployment.
- Plan and execute sampling, retailer engagement and local market activations.
- Track the placement, utilisation and condition of market assets.
- Ensure execution standards are maintained across priority outlets and clusters.
- Measure the effectiveness of activations and improve future deployment decisions.

Market Intelligence and Growth Insights

- Track competitor products, pricing, margins, schemes, launches and distribution.
- Capture structured feedback from retailers, distributors, consumers and the sales team.
- Identify local consumption trends, emerging categories and market barriers.
- Share actionable recommendations with leadership for product, pricing and GTM decisions.
- Use market intelligence to refine territory plans and resource allocation.

Cross-functional Coordination

- Work with operations to ensure stock availability,



order processing and timely dispatch.
- Coordinate with logistics to improve distributor servicing and delivery turnaround time.
- Partner with finance on collections, outstanding balances, claims and reconciliations.
- Collaborate with marketing on visibility, launches, sampling and market-development plans.
- Escalate and resolve issues affecting sales, distribution or customer relationships.

Data, Reporting and Process Compliance

- Maintain accurate distributor, outlet, employee, beat and sales data.
- Ensure timely and correct usage of SFA, DMS and internal reporting systems.
- Review dashboards and reports to identify exceptions, risks and growth opportunities.
- Prevent fake orders, duplicate outlets and inaccurate market reporting.
- Submit regular business reviews covering sales, collections, stock, coverage and execution.
- Ensure all team members follow defined sales processes and reporting standards.

Troovy Sales Philosophy

Distribution → Placement → Trial → Repeat → Productivity → Scale

- Primary sales must translate into genuine secondary movement.
- Build productive and repeat-ordering outlets, not only outlet count.
- Use market feedback to improve products, pricing, schemes and distribution.
- Operate as the mini business owner for the assigned geography.

Candidate Profile

- Graduate with 5–8 years of FMCG or General Trade sales experience.
- Relevant experience in food, snacks, beverages or consumer products is preferred.
- Proven ability to develop distributors, territories and retail outlet networks.
- Experience leading and improving the performance of field-sales teams.
- Strong understanding of secondary sales, beat planning, collections and stock management.
- Comfortable with extensive field working and new market development.
- Robust analytical, communication, negotiation and reporting skills.
- Entrepreneurial mindset with the hunger to build a market, not only manage one.

First 90 Days

0–30 Days: Understand the geography, map outlets and distributors, review the team, establish beats and identify growth opportunities.

31–60 Days: Accelerate outlet activation, improve productive coverage, strengthen visibility and initiate structured repeat-order cycles.

61–90 Days: Scale productive distribution, improve repeat rates and team productivity, and establish sustainable secondary-sales growth.

What Success Looks Like

The geography delivers consistent secondary growth supported by healthy distributors, productive outlets and strong repeat offtake. The sales team works with clear ownership, market execution remains disciplined, and primary sales consistently convert into genuine retail movement.

📌 Area Sales Manager (UP & Rajasthan) (Gurugram)
🏢 Troovy
📍 Gurugram