Job Title Area Sales Manager (ASM) – State Owner (Primary + Secondary) Department Sales Reporting To Zonal Head / Head of Sales Location State-level role (Extensive field travel) Employment Type Full-Time Role Objective Own and drive the complete state-level growth engine by managing Primary (Company → Distributor) and Secondary (Distributor → Market) sales with a robust execution focus on C/D/E-category retail outlets, while scaling Wholesale, HoReCa, and Institutional channels. This role carries end-to-end accountability for distributor lifecycle, revenue, collections, field productivity, execution metrics, and contribution.

Key Responsibilities
A. State Business Ownership (Primary + Secondary)
• Own full-state Primary & Secondary sales targets with sustainable month-on-month growth (no artificial primary loading).
• Build and execute state business plan: district/town prioritization, distributor network design, coverage model, and channel mix.
• Cascade targets into TL/FOS-level goals and drive execution through weekly performance cadence. B. Distributor Lifecycle Ownership (Onboard → Maintain → Deboard) Onboarding
• Appoint and ramp distributors across the state (target 50–60 distributors or as per state map).
• Finalize distributor terms: territory, margins, credit limits, dispatch SLAs, claims/returns, and reporting compliance.
• Ensure distributor readiness: infrastructure, delivery capability, salesman strength, working capital, data reporting. Maintenance & Governance
• Conduct weekly/monthly distributor reviews covering: primary, secondary, stock, fill rate, ageing, returns, claims, overdue.
• Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
• Maintain healthy stock norms: prevent stock-outs and dead stock. Deboarding
• Identify non-performing/non-compliant distributors and execute clean deboarding with settlement, stock liquidation, and territory transition. C. C/D/E Category Retail Expansion (Core Focus)




• Drive aggressive distribution and repeat sales in C/D/E retail outlets (kirana, theke + chakna counters, small impulse outlets).
• Implement structured beat planning for high-density, low-ticket outlets.
• Drive outlet journey: conversion → first order → repeat ordering.
• Ensure strong retail execution:
• Counter placement, micro-visibility, impulse conversion
• Correct SKU assortment and pack-price ladder by outlet type
• Implement retailer retention through revisit norms, service levels, and complaint resolution. D. Wholesale Growth Ownership
• Identify and scale high-potential wholesale clusters.
• Drive volume through case deals with disciplined pricing.
• Ensure wholesale does not become a GT pricing leakage channel. E. HoReCa & Institutional Business Development
• Build and own BD pipeline for:
• HoReCa (menu inclusion, placements, reorder cadence)
• Institutions (canteens, corporates, hospitals, schools/colleges, hostels)
• Negotiate commercials, payment cycles, and delivery cadence.
• Ensure repeat business and throughput (no vanity onboarding). F. Team Leadership & Execution Discipline
• Hire, manage, and coach Team Leads (TLs) and field teams (FOS).
• Enforce discipline on:
• Attendance, outlet coverage, route adherence, reporting quality
• Coach teams on sales pitch, objection handling, competitor switching, scheme communication, and negotiation. G. Collections, Credit Control & Contribution
• Own collections and outstanding across distributors and key accounts.
• Enforce credit policy, ageing control, and stop-supply rules.
• Own contribution and ROI: optimize trade spends and manpower cost.
• Ensure clean and accurate data:



distributor ledgers, claims/returns, outlet master, outstanding, scheme accounting. Metric Ownership (ASM Accountability) Sales & Execution
• Primary Sales (₹) vs target
• Primary–Secondary alignment and stock health (Days of Inventory) C/D/E Retail Metrics
• Outlet additions, activations, and repeat rate (15/30 days)
• Key SKU availability % and stock-out rate
• Strike rate, AOV, and SKU mix Field Productivity
• Revenue per FOS
• Outlets covered per FOS
• Order value per FOS
• Cost per FOS vs contribution Financials
• Collections ageing and overdue %
• Claims/returns closure TAT
• GM% protection and leakage incidents (near-zero tolerance) BD Channels
• Wholesale throughput (cases/month) and active accounts
• HoReCa active outlets, menu placements, reorder rate Requirements Candidate Profile
• 12–15+ years FMCG field sales experience (Snacks/Beverages/Impulse preferred).
• Proven ownership of Primary + Secondary sales at large area/state level.
• Strong experience in Distributor lifecycle management (onboarding, governance, deboarding).
• Existing distributor network exposure (50–60 distributors).
• Deep execution experience in C/D/E category retail (high outlet density, high frequency, low ticket).
• Demonstrated success in Wholesale, HoReCa, and Institutional BD.
• Strong collections and credit discipline; zero tolerance for leakage.
• Comfortable with high travel and 6-day field intensity.
• Proficient in Excel and CRM systems. First 90 Days Success Indicators
• State fully mapped with 50% distributor onboarding completed.
• Distributor governance cadence active (primary, secondary, stock, ageing).
• TL/FOS productivity system installed with visible improvement in coverage, AOV, and strike rate.
• Reduced stock-outs and stabilized forecasting.
• Improved ageing and active leakage controls.
• BD pipeline created with first scalable wins (not one-offs).

📌 Area Sales Manager (India)
🏢 Voyance HR Solutions
📍 India