ROLE SUMMARY

Designation: Area Sales Manager (ASM) – OOH / Institutional & Distributor Sales

Reporting To: National Sales Manager (NSM)

Role Summary

The Area Sales Manager (ASM) is a volume-driven execution role responsible for distributorled institutional sales across semi-organised and unorganised 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-organised 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:

o Multiple branches o Multiple locations





 Execute KAM-converted accounts on ground

 Manage distributor stock, schemes, and rotations

 Achieve monthly volume & value targets

Industries & Product Categories – Preferred Background

Ideal candidates should come from high-volume, distributor-driven businesses:

Industries

 FMCG (Food & Beverage)

 Tea / Coffee Companies

 Premix / Beverage Concentrates

 Institutional FMCG

 Vending Consumables

 Dairy / Bakery Ingredients

Product Categories

 Tea, Coffee, Premixes

 Institutional food products

 Vending supplies

 Commoditised FMCG sold via distributors

Experience Profile

 5–10 years of distributor-led sales experience

 Robust exposure to General Trade / Institutional GT

 Experience handling sales teams on ground

 Comfortable with aggressive targets & execution

Non-Negotiable Skills (Must-Have)

 Strong distributor management skills

 Ability to drive volume & billing

 Team handling & field execution capability

 Market intelligence & competitive tracking

 Hustler mindset with high field involvement

 Basic understanding of institutional buying behavior

 Team Management

 Skills to organise Physical Demos & Trials

📌 Area Sales Manager | Tea Industry | South India (Bengaluru)
🏢 HR Equity Talent Hiring Partners
📍 Bengaluru