Area Sales Manager (HORECA)

Job Summary:

The Area Sales Manager (ASM) will be responsible for leading and managing sales operations within a defined geographical area. This role involves overseeing a team of Sales Executives, managing distributor networks, building strong relationships with key accounts, achieving area sales targets, and implementing sales strategies to expand market share for chocolate and confectionery products. The ASM will drive performance through their team, with a focus on expansion and coaching, while ensuring customer retention. The ASM will also be responsible for monitoring market dynamics, providing guidance to the sales team, and ensuring the efficient and ethical execution of sales plans.

Responsibilities:

Sales Team Management

• Recruit, train, and lead Sales Executives set targets/KPIs and review performance.
• Provide coaching, product training, and conduct regular team meetings.
• Drive productivity through performance reviews and improvement plans.

Distributor Management

• Appoint and manage distributors build strong, aligned partnerships.
• Support distributors in market development and expansion strategies.
• Track performance, analyze sales data, and ensure compliance with policies, claims, and discounts.

Key Account Management

• Build and maintain relationships with key retailers/wholesalers.
• Negotiate agreements and ensure customer satisfaction and retention.

Sales Planning & Execution

• Develop and execute sales plans to meet area targets.
• Monitor performance, analyze trends/competition, and address gaps proactively.
• Prepare sales forecasts, budgets, and reports.

Market Analysis & Business Development

• Track market trends, competitor moves, and customer preferences.
• Share market insights with management and identify new business opportunities.
• Stay updated on industry changes and adapt strategies accordingly.

Brand & Product Management

• Ensure proper execution of trade marketing and promotional activities.
• Represent the brand at exhibitions and events.
• Lead NPD rollout and manage pricing to ensure profitability.
• Act as a subject matter expert for product knowledge, USP, and S&D strategies.

Qualifications:

• Bachelor's degree 8+ years FMCG/Food sales experience
• Strong team & distributor management skills
• Excellent communication, negotiation, and leadership
• Strong analytics must know MS Excel & data analysis
• Market understanding willing to travel

Preferred:

• Master's degree
• Horeca/confectionery experience
• Knowledge of distribution & trade marketing
• Sales training/coaching experience

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