Area Sales Manager - East

Company Description

La Carne Cuts, owned by Primo Foods Pvt. Ltd., is a premium Indian brand renowned for its European-inspired charcuterie and value-added meats. With a diverse portfolio of over 120 ready-to-eat products, the range includes naturally wood-smoked and cured hams, authentic German-style cold cuts, gourmet continental sausages, premium bacon, and everyday breakfast essentials. Sourcing the finest chicken, pork, lamb, and turkey, La Carne Cuts delivers both gourmet selections and versatile daily options. With a pan-India presence, the brand supplies top premium supermarkets, luxury hotel chains, and fine-dining establishments, consistently celebrated for authentic flavors and high quality.

Role Description

We are looking for an experienced Area Sales Manager HORECA & Retail to drive sales growth, expand distribution, and manage key accounts across the Kolkata region. The role involves handling both HORECA (Hotels, Restaurants, Cafs, QSRs, Caterers) and Retail (Modern Trade & General Trade) channels while leading a field sales team and distributor network.

Key Responsibilities

Sales & Business Development

Achieve assigned monthly and annual sales targets for HORECA and Retail channels

Drive new outlet acquisition and expand market coverage

Increase SKU penetration, order frequency, and average order value

Support new product launches and promotions in the market

HORECA Channel Management

Develop and manage relationships with star hotels, restaurants, cafs, QSRs and institutional buyers

Handle key accounts and support the conversion of new HORECA customers

Coordinate product trials, pricing discussions, and order closures

Ensure consistent ordering and customer satisfaction

Retail Channel Management

Manage distributors and ensure effective primary and secondary sales execution

Improve numeric distribution, availability, and in-store visibility

Conduct regular market visits and joint working with distributor sales teams

Monitor stock levels and support timely replenishment

Team Management

Lead and guide Sales Officers / Executives in the assigned area

Set daily and monthly objectives and review performance regularly

Provide on-the-job training and coaching to improve effectiveness

Reporting & Market Feedback

Maintain accurate sales reports, forecasts, and outlet data

Share market intelligence on competition, pricing, and customer trends

Coordinate with internal teams for smooth order fulfillment and issue resolution

Desired Candidate Profile

Experience & Qualification

510 years of experience in sales within FMCG / Food / HORECA / Retail sectors

Prior experience managing distributors and field sales teams

Strong knowledge of Kolkata and East India markets

Graduate in any discipline (MBA preferred)

Skills & Competencies

Strong communication and negotiation skills

Ability to build long-term customer relationships

Result-oriented with good planning and execution skills

Comfortable with extensive field work

Compensation & Benefits

Higher than industry standards fixed salary + Performance linked incentives

Travel and other applicable allowances