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

Strong exposure to General Trade / Institutional GT

Experience handling sales teams on ground

Comfortable with aggressive targets & execution

Non-Negotiable Skills (Must-Have)

Solid 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