Role Purpose:
The Area Sales Manager will be responsible for driving sales growth, expanding market share, and strengthening distribution for the company's beverage portfolio within the assigned territory. The role involves managing distributors, leading frontline sales teams, and executing market strategies to achieve business targets.
Key Performance Indicators (KPIs)
- Achieve primary & secondary sales targets (volume & value)
- Drive monthly, quarterly, and annual business plans
- Identify business opportunities (new areas, outlets, channels)
- Appoint and manage distributors / super stockists
- Distribution reach and outlet coverage
- Market share growth
- Build Team, Team productivity and retention
Qualifications & Experience
- Graduate in any discipline (MBA in Sales/Marketing preferred)
- 5–10 years of experience in Beverage / Energy Drink industry/FMCG
- Strong knowledge of local market & distributor network
- Proven track record in handling territory sales and sales team
Skills & Competencies
- Strong sales and negotiation skills
- Team leadership and people management
- Data-driven decision-making
- Excellent communication and interpersonal skills
Key Responsibilities
Sales & Revenue Management
- Monitor daily, weekly, and monthly sales performance and take corrective actions
- Drive volume growth, revenue, and market share for beverage products
- Implement promotions, schemes, and activations
- Monitor competitor activities and pricing
- Team review and support
Distribution & Channel Expansion
- Appoint and manage distributors, wholesalers, and retailers
- Ensure product availability across General Trade, Modern Trade, and HoReCa channels
- Expand distribution network and increase outlet coverage
Market Execution
- Ensure effective implementation of trade schemes, promotions, and visibility initiatives
- Drive in-store execution, merchandising, and brand presence
- Monitor competitor activities and market trends
Customer Relationship Management
- Build strong relationships with key distributors and retail partners
- Resolve trade issues and ensure high customer satisfaction
- Negotiate and manage trade margins and agreements
Planning & Reporting
- Prepare sales forecasts and territory plans
- Maintain accurate sales data, stock levels, and market intelligence reports
- Ensure timely reporting to management
