: Area Sales Manager (General Trade)

Position: Area Sales Manager (ASM)

Location: Pune, Ludhiana & J &K.;

Reports To: RSM

1. Role Overview:

The Area Sales Manager (GT) is responsible for driving sales, expanding distribution, leading the field sales team, and managing distributors across the assigned area for beverage products. The role ensures solid market execution, availability, visibility, and achievement of business objectives.

2. Key Responsibilities:

- Sales & Distribution Management
- Deliver primary, secondary, and tertiary sales targets for the area.
- Drive distribution expansion across General Trade channels.
- Ensure productive stock planning, order generation, and market coverage.
- Monitor distributor ROI, infrastructure, manpower, and investments.
- Appoint and manage new distributors where required.

3. Team Leadership:

- Lead, train, and motivate SO, SR, and ASE.
- Conduct regular market coaching, beat audits, and performance reviews.
- Ensure team adherence to beat plans and sales processes.

4. Market Execution & Visibility:

- Implement trade promotions, schemes, and marketing activations.




- Improve product visibility through displays, planograms, POSM, and cooler/visi-cooler deployments.
- Ensure compliance on pricing, placement, and product freshness.

5. Retailer & Key Channel Management:

- Build strong relationships with top retailers, wholesalers, and large-format GT outlets.
- Negotiate visibility, branding, and activation opportunities.
- Resolve retailer and market issues promptly.

6. Skills & Competencies:

- Strong leadership & people management skills
- Excellent communication & negotiation abilities
- Deep understanding of GT distribution
- Analytical thinking and strong execution discipline
- Capable of handling high-pressure, field-intensive environments
- Proficiency in Excel, sales dashboards, and reporting tools

Qualifications & Experience:

- Graduate; MBA preferred but not mandatory.
- 8-15 years of FMCG sales experience.
- Experience handling distributors, GT channels, and field teams.

Interested in this prospect? Share your updated resume at [email protected].

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