Job Title

Area Sales Executive / Manager General Trade (ASE/ASM GT)

Function: Sales – General Trade

Location: Rajasthan– Jaipur, Kota, Bikaner, Alwar

Reports To: RSM / ZSM

Role Purpose To drive sustainable sales growth and profitability across the assigned General Trade market by ensuring strong distributor management, effective market coverage, superior in-market execution, retailer relationships, team productivity, and achievement of primary and secondary sales targets.

Key Responsibilities

1. Sales & Business Growth

- Achieve monthly, quarterly, and annual primary and secondary sales targets in value and volume.
- Develop and execute area-wise business plans aligned with company sales strategy.
- Drive market expansion, outlet addition, SKU penetration, and product-wise growth.
- Identify new business opportunities across assigned territories and markets.
- Ensure effective implementation of company sales strategies, schemes, and initiatives.

2. Distributor & Channel Management

- Manage and develop strong relationships with distributors, super-stockists, wholesalers, and key retailers.
- Ensure optimum distributor inventory, billing, stock rotation, and working capital discipline.
- Monitor distributor sales, stock, outstanding, claims, returns, and ageing.
- Ensure timely replenishment and availability of fast-moving SKUs.
- Appoint and develop new distributors wherever required for market expansion.

3. Market Coverage & Retailer Management

- Ensure effective beat planning, route coverage, and outlet productivity across the assigned territory.
- Drive regular coverage of retailers, wholesalers, and key outlets.
- Develop strong relationships with retailers and ensure product availability and visibility.
- Increase numeric distribution, weighted distribution, SKU penetration, and productive outlets.
- Monitor market execution and take corrective actions wherever required.

4. In-Market Execution & Visibility

- Ensure product availability, visibility, merchandising, and correct placement at retail outlets.




- Drive execution of POSM, shelf visibility, displays, danglers, posters, racks, and other visibility elements.
- Monitor and reduce out-of-stock (OOS) situations.
- Ensure proper implementation of trade schemes, discounts, and promotional activities.
- Conduct regular market visits to evaluate execution and identify improvement areas.

5. Trade Marketing & Promotions

- Implement trade schemes, retailer promotions, consumer offers, and market activations as per company guidelines.
- Ensure proper communication and execution of schemes across the distributor and retailer network.
- Monitor scheme effectiveness and market response.
- Ensure adherence to trade spend budgets and company compliance guidelines.
- Coordinate with Marketing/Trade Marketing teams for local market activations.

6. Team Leadership & Capability Building

- Lead, coach, and motivate a team of Sales Officers, Sales Executives, Territory Sales Officers, and/or Sales Representatives.
- Set clear sales and productivity targets for team members.
- Ensure discipline in daily journey plans, outlet coverage, call reports, and market working.
- Conduct regular field visits, performance reviews, and coaching sessions.
- Improve team productivity, market knowledge, and execution capability.

7. Distribution, Inventory & Supply Chain Coordination

- Coordinate with distributors and supply chain teams to ensure adequate stock availability.
- Monitor distributor inventory, stock ageing, returns, expiries, and damaged stock.
- Ensure proper forecasting of market demand to minimize stock-outs and overstocking.




- Track distributor fill rates and ensure timely replenishment of high-velocity SKUs.

8. Market Intelligence & Reporting

- Track competitor pricing, schemes, launches, visibility, distribution, and market activities.
- Identify changing market trends and share actionable insights with management.
- Prepare and present daily/weekly/monthly MIS reports covering sales, target achievement, distribution, outlet coverage, productivity, and market performance.
- Conduct regular business reviews with Regional/National leadership and recommend corrective actions.

Key Performance Indicators (KPIs)

- Achievement of primary and secondary sales targets – value & volume.
- Numeric and weighted distribution growth.
- Outlet coverage and productive call percentage.
- SKU penetration and outlet productivity.
- Distributor inventory and stock availability.
- Market execution and visibility compliance.
- New outlet/distributor additions.
- Team productivity and field execution quality.
- Trade scheme effectiveness and budget adherence.

Candidate Profile

Education

- Graduate in any discipline; MBA/PGDM in Sales/Marketing preferred.

Experience

- 5–10 years of experience in FMCG/Consumer Goods/General Trade Sales, with at least 2–4 years of experience in an ASM/Area Sales Manager or equivalent role.
- Experience in handling distributors, wholesalers, retailers, and general trade markets.
- Proven track record of achieving sales targets and leading a field sales team.

Skills & Competencies

- Strong distribution and distributor management skills.
- Excellent retailer relationship and negotiation skills.
- Robust understanding of General Trade/FMCG market dynamics.
- Positive analytical and MIS/reporting skills.
- Strong leadership, communication, and team-management skills.
- High energy, field-oriented, with robust execution and follow-up discipline.
- Good command over MS Excel/PowerPoint and familiarity with CRM/sales reporting tools.

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📌 Area Sales Manager -General Trade (Bikaner)
🏢 Damyaa Pj Foods
📍 Bikaner