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 explicit 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

📌 Area Sales Manager (Gurugram)
🏢 Troovy
📍 Gurugram