Area Sales Manager (Food / Biscuits / Confectionary)

Exp - 9+ Years

CTC - 15 - 18 LPA

Location - Varanasi & Prayagraj

Industry- FMCG – Biscuits & Confectionery

Reporting To-Regional Sales Manager (RSM)

Experience- 8 Years in FMCG Sales (Preferably Biscuits, Snacks, Food & Beverage)

Qualification- MBA in any discipline

Key Responsibilities

Sales & Business Development

• Achieve monthly, quarterly, and annual sales targets.

• Drive primary and secondary sales through distributors.

• Increase market share and product penetration across assigned markets.

• Ensure effective execution of company sales strategies and promotional activities.

• Develop business in new markets and strengthen existing distribution.

Distributor Management

• Appoint new distributors in potential markets.

• Manage distributor ROI, stock levels, working capital, and profitability.

• Monitor distributor claims, outstanding payments, and stock rotation.

• Ensure timely billing and availability of all SKUs.

Retail & Market Execution

• Ensure effective retail coverage through Sales Officers and Distributor Sales Representatives (DSRs).

• Improve numeric and weighted distribution.

• Enhance product visibility through merchandising and branding activities.

• Monitor outlet productivity and beat efficiency.

• Ensure execution of trade schemes and consumer promotions.

Team Management

• Lead, motivate, and develop Sales Officers and frontline sales teams.

• Conduct regular market visits and joint working.

• Provide coaching and performance feedback.

• Set KRAs and review team performance periodically.

• Build a high-performance sales culture.

Market Intelligence

• Monitor competitor pricing, promotions, product launches, and distribution.

• Collect market feedback and customer insights.

• Identify business opportunities and recommend growth initiatives.

Customer Relationship Management

• Develop strong relationships with distributors, wholesalers, and key retailers.

• Resolve customer complaints promptly.

• Ensure high levels of customer satisfaction.

Sales Planning & Reporting

• Prepare monthly sales plans and forecasts.

• Review daily sales performance and productivity.

• Submit sales reports, market updates, and competition analysis.

• Monitor achievement against budgets and targets.

Inventory & Demand Planning

• Ensure optimum stock availability across distributors.

• Minimize stock-outs and expiry.

• Coordinate with supply chain for timely replenishment.

Compliance

• Ensure adherence to company policies and sales processes.

• Maintain accurate sales records and documentation.

• Ensure compliance with commercial and financial guidelines.

Preferred Industry Experience

• Biscuits

• Confectionery

• Snacks

• Food & Beverage

• FMCG

Experience in companies such as Parle, Britannia, ITC Foods, Anmol, Cremica, Patanjali, inbisco, Haldiram, Pratap Snacks, Yellow Diamonds or similar FMCG organizations will be preferred.