Area Sales Manager(ASM)-Beverages

Job Description

About the Company

We are building a next-generation beverage brand rooted in great taste, clean ingredients, and a bold, youth-first attitude. Our vision is to create mass-market products with modern appeal and strong cultural relevance.

This is an opportunity to join a fast-growing challenger brand and play a key role in shaping its identity, voice, and growth journey.

Role Summary

The Area Sales Manager (ASM) will be responsible for driving sales growth, expanding distribution, managing channel partners, and leading a field sales team within the assigned area. This role requires strong execution capability, distributor management skills, and deep understanding of the FMCG/beverages market.

Key Responsibilities

• Achieve Sales Targets: Drive primary and secondary sales to meet or exceed monthly and quarterly volume and value targets across the assigned area.
  

• Distributor Management: Appoint new distributors where required, manage existing distributors, ensure healthy stock levels, and improve distributor ROI.
  

• Team Leadership & Development: Lead, coach, and monitor Sales Officers/Executives; conduct regular market visits, joint calls, and performance reviews.
  

• Distribution Expansion: Increase distribution by adding new outlets, improving beat productivity, and strengthening route plans across GT/MT channels.
  

• Trade Marketing Execution: Implement company schemes, promotions, and visibility drives; ensure proper in-store branding, displays, and planogram adherence.
  

• Market Execution & Availability: Ensure product availability, correct pricing, and freshness across outlets; minimize stock-outs and expiries.
  

• Secondary Sales & Reporting: Track secondary sales, distributor claims, and market data; prepare regular MIS reports and share insights with management.
  

• Competition & Market Intelligence: Monitor competitor activities, pricing, schemes, and new launches; share actionable insights to support strategy.
  

• Cross-Functional Coordination: Work closely with supply chain, marketing, finance, and HR teams to ensure smooth operations and timely issue resolution.
  

Requirements

• FMCG / Beverages / Food & Drinks
  
• MBA/PGDM in Sales & Marketing preferred
  
• Minimum 5-7 years in an Area Sales Manager or equivalent role
  
• Strong leadership and team management capability
  
• Proven distributor and channel partner management skills
  
• Solid understanding of FMCG / Beverages sales dynamics
  
• Expertise in GT and MT sales execution
  
• Strong negotiation and conflict-resolution skills
  
• Target-driven with strong execution focus
  
• Ability to plan beats, routes, and outlet coverage effectively
  
• Good analytical skills with ability to read sales data and MIS reports
  
• Experience in handling primary & secondary sales
  
• Knowledge of trade schemes, visibility drives, and merchandising
  
• Market intelligence gathering and competitive analysis skills
  
• Effective communication and stakeholder management skills
  
• Problem-solving mindset with quick decision-making ability
  
• Time management and multitasking skills
  
• Comfortable with extensive fieldwork and travel
  
• Basic proficiency in MS Excel, CRM, or sales reporting tools
  

Benefits

• Competitive salary as per industry standards
  
• Performance-based incentives and bonuses
  
• Travel allowance / reimbursement as per company policy
  
• Opportunity to work with a fast-growing beverage brand
  
• Exposure to large-scale distribution and market expansion projects