Role Summary: The Area Sales Manager (ASM) is a volume-driven execution role responsible for distributor led institutional sales across semi-organized and unorganized 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
- Educational Institution Canteens
- Hospital & Healthcare Canteens
- Semi-organized 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
- Ensure secondary sales, visibility, and activations
- Roll out converted key accounts across:
- Multiple branches
- Multiple locations
- Execute KAM-converted accounts on ground
- Manage distributor stock, schemes, and rotations
- Achieve monthly volume & value targets