Area Sales Manager (ASM) - Fresh category || CTC upto 18 Lakhs

We are seeking a dynamic and result-driven Area Sales Manager to spearhead our growth in the Mumbai Region across Regional Modern Trade, Premium General Trade (GT) Stores, and National Modern Trade Accounts.

Key Responsibilities

1. Store Expansion & Sales Growth

Drive increase in active store count across regional modern trade, premium GT stores, and national modern trade accounts.

Plan and execute store activation drives in high-potential geographies.

Implement targeted strategies to increase sales throughput per store.

2. Team Leadership & Development

Lead, mentor, and motivate a team of Sales Officers / Territory Sales Incharges.

Set clear targets and KPIs; track performance through structured reviews.

Provide on-ground training and sales guidance to improve team productivity.

3. Sales & Distribution Management

Oversee and manage beats and coverage plans for maximum territory penetration.

Ensure optimal route planning for distribution vehicles to improve coverage and reduce costs.

Monitor stock availability, fill rates, and order fulfilment.

4. Trade Terms, Schemes & Competition Analysis

Negotiate and manage standard Terms of Trade (TOTs) with accounts.

Conduct competition benchmarking on pricing, activations, and in-store execution.

Plan and roll out trade schemes effectively to drive volume and visibility.

5. Reporting, Automation & Insights

Create robust reporting mechanisms to track offline sales and distribution KPIs.

Effectively use Sales Force Automation (SFA) tools to manage the field sales team, beat coverage, and productivity.

Analyse sales trends and store-level performance; recommend corrective actions.

6. Stakeholder Management

Maintain strong relationships with key store decision-makers and distributors.

Work closely with Trade Marketing and Supply Chain to ensure product availability and flawless market execution.

Key Performance Indicators (KPIs)

Growth in active store count and sales per store.

Achievement of monthly / quarterly / annual sales targets.

TOT compliance and effectiveness of trade schemes.

Route optimisation and beat adherence.

Distributor fill rates and market coverage.

Effective usage of SFA tools for team productivity.

Qualifications & Skills

Education : Graduate / Post-Graduate in Business, Sales, or related field. MBA preferred.

Experience : 5–8 years in FMCG / Consumer Goods sales with exposure to modern trade, premium GT, and national accounts.