Job Description: Area Sales Manager (ASM) – Wholesale
Job Title: Area Sales Manager (ASM) – Wholesale
Reporting to: Sales Manager
Department: Sales – Wholesale
Location: Kolkata / South 24 Parganas
Function: Area Sales Manager
Reportees: Wholesale Executives / MGRs
Job Purpose:
To drive sales growth and numeric reach through wholesale channels by strengthening wholesaler relationships, ensuring optimal stock flow, and maximizing secondary sales via wholesale partners. The role focuses on influencing retail through wholesale ecosystems and improving product availability, visibility, and throughput.
Key Responsibilities:
A. Sales Volume Achievement
- Achieve sales volume and value targets through wholesale partners as per AOP.
- Drive offtake from wholesalers by increasing retailer billing and throughput.
- Expand wholesale universe by onboarding new wholesalers and activating inactive ones.
B. Wholesale Channel Execution
- Ensure availability of priority SKUs across all key wholesalers.
- Drive Focus of the Month (FMO) execution through wholesale push strategies.
- Ensure proper visibility, stock depth, and range selling at wholesale points.
- Work closely with wholesalers to influence downstream retail execution.
C. Market Intelligence
- Track wholesale pricing trends, competitor schemes, and stock movements.
- Identify gaps in market coverage via wholesale and implement corrective actions.
- Gather retailer feedback through wholesalers to refine execution strategies.
D. Wholesaler Management
- Build strong relationships with key wholesalers to drive loyalty and business growth.
- Monitor stock levels, liquidation, and reorder cycles at wholesale points.
- Ensure adherence to company policies, pricing, and trade schemes.
- Resolve issues related to margins, claims, and service levels proactively.
E. Cost & Claims Control
- Ensure accuracy and timeliness in trade schemes, claims, and settlements.
- Monitor and control secondary discount leakages in wholesale channels.
- Maintain zero backlog in claims and partner settlements.
F. Team Management & Development
- Lead and coach Wholesale Executives / MGRs for effective market execution.
- Ensure structured market working with clear beat plans focused on wholesale.
- Train team on negotiation, relationship management, and secondary sales driving.
- Identify and develop high-potential team members.
G. Innovation & Business Initiatives
- Drive innovative wholesale programs to improve throughput and retailer reach.
- Leverage data and digital tools to track secondary movement and improve efficiency.
- Identify opportunities for bulk selling, festive loading, and seasonal activations.
Educational Qualifications:
- Graduation in any discipline (mandatory)
- MBA/PGDM in Sales or Marketing (preferred)
Experience Required:
- 8–12 years of experience in sales (FMCG preferred)
- Strong experience in handling wholesale / redistribution channels
- Beverage industry experience will be an added advantage
Skills & Competencies:
A. Functional Skills (Functional Expert Level)
- Strong negotiation and relationship management skills
- Deep understanding of wholesale dynamics and secondary sales
- Sales planning and execution expertise
- Data-driven decision-making and business acumen
B. Behavioral Skills (Expert Level)
- Strong interpersonal and influencing skills
- Team leadership and coaching capability
- Customer and market orientation
- Problem-solving and ownership mindset
Competency Proficiency Levels:
Skill
Proficiency Level
Communication
Expert
Sales Execution
Functional Expert
Market Knowledge
Functional Expert
Wholesale Management
Functional Expert
Team Development
Mastery
Business Awareness
Working Knowledge
