Area Sales Manager - FMCG

Key Direct Reportees : TSI / SO,

• Marketing, Sales Admin,
• Production,
• HR,
• Replenishment,
• Finance

External :

Educational Qualification : MBA / Graduate

Experience : For M.B.A. (2-5 year of sales experience), For Graduate (6-8 years of sales experience)

Desired Competencies :

Key Responsibilities :

Market and Sell - Manage Sales Infrastructure :

with TSIs and build the plans at a PJP level. Analyze potential areas in assigned geography

where A / W or Distributor appointment would enhance business prospects.

experience, market standing and alignment with vision. Complete and sign on the AW

Evaluation format and forward to the General Sales Manager for approval.

Dues Certificates.

individual TSI itinerary at the depot meeting based on month / business objectives,

communicate these to the Field Force,

Field contact, make provision for mid-course changes. Draw out S&D / business / TSI contact

priorities for the month, monitor Field Force activity, make changes to Tour plan due to

additional projects / business exigencies for PJP planning and execution

IN ORDER TO ensure that the sales infrastructure in the assigned areas meets defined

norms

Produce and deliver products and services - Manage Downstream Logistics :

availability at the A / W level, especially regarding trade promotions and gift / promo items.

Dialogue with A / Ws to expand coverage of CRS systems specially using I-point. Prepare

liquidation plans for SKUs where PKD is beyond 2 months and seek approval from the RSM.

related systems. Increase the coverage of Channel Financing by facilitating interaction

between the bankers and A / Ws. Co-ordinate with Sales Admin to issue or reverse Stop

Invoice instruction based on bank advice to channel financing execution

IN ORDER TO strengthen downstream logistics with performance meeting or exceeding

norms in Availability, Collection and A / W satisfaction.

Market and sell - Sales and Operations Planning :

marketing initiatives. Identify areas where own estimates are below S&OP. Draft Local Trade

promotion plans to fulfill gaps or where potential exceeds S&OP. Deploy the same to TSIs in

the depot meetings and review A / W wise secondary sales objectives. Communicate SKU

estimates where the depot level S&OP forecasts are more than 20% lower than to own

estimates.

IN ORDER TO coordinate potential secondary sales and supplies

Market and sell- Manage Sales Support Activities : Design a Visibility plan and set up visibility

standards for Key and other General Trade accounts. Identify activation opportunity with

respect to a brand, occasion or an event; invite and shortlist external agencies for a pitch if

the activity cannot be handled in house. Communicate activity objectives / success metrics

and execution plan. Inform Team on the objectives of the activation and individual roles in the

same.

review effectiveness of the TOT with the Key Account TSIs. Review SKU-wise sales Trends

in Modern Trade. Devise tentative promotion plan with set objectives, sales swings estimated

and spends; Send the detailed proposal to the KAM in agreement with the MT ASM and MT

SO; Finalize Execution details and delegate execution to the Local MT SO

Submit Proposal in pre-defined format. Measure activity performance at periodic intervals on

objective parameters. Check for adherence of A / W claims to initial Trade Promotion and sign

off claim settlement.

track progress for the same.

Develop and manage human resources - Manager Talent :

discussions and provide feedback to TSIs. Assign ratings and discuss the BAT assessment

with the employee. Identify learning and development areas, document these and inform

TSI's of appropriate training programs. Support the implementation of the Sales Training

Program developed by Sales Development.

conduct preliminary interviews. Provide orientation to selected employees

IN ORDER TO manage and develop human resources in the department.

Others Responsibilities :

Sales Efficiency, Sales Achievement and Champion's Scorecard and discus ASM-MIS and

the Champion's Scorecard with the Team.

the consumer promotion, KSFs and the execution details

provide feedback on the developed system while using in real-time environment

activity / intelligence and local trends, provide input at Regional Level on the extent of S&D

expansion planned and the estimated impact on sales as a result, add inputs to the Regional

Sales Planning exercise in shaping the state S&D plan, provide inputs on the manpower

requirements for the next year at the Area level

with the T.S.I. if the nature of the complaint is serious or on escalation, Revert to the

consumer on the on with the Action Taken Report

where Market returns show variance on the higher side and finally submit the summary for

approval.

(ref : iimjobs.com)