01Overview
Area Sales Manager (ASM) Modern Trade Sales Management Drive and execute Modern Trade sales strategy for the assigned territory/region Achieve monthly, quarterly, and annual sales targets through effective channel planning and execution Lead and manage Sales Officers/Executives handling Modern Trade accounts and key customers Develop and implement business plans for key accounts, supermarkets, hypermarkets, and retail chains Monitor primary and secondary sales performance and take corrective actions to bridge business gaps Ensure effective execution of promotions, visibility initiatives, trade schemes, and product launches across Modern Trade outlets Conduct regular market visits to review store execution, product availability, visibility standards, and competitor activities Analyze sales trends, inventory levels, customer requirements, and market data to identify growth opportunities Ensure timely settlement of claims, promotional expenses, and distributor issues as per company policy Maintain accurate sales forecasts, stock planning, and reporting systems Ensure adherence to company sales processes, audit requirements, and governance standards Share periodic business reviews, sales reports, and market insights with senior management Key Account & Channel Management Build and maintain solid relationships with key Modern Trade customers and retail chains Handle negotiations related to business development, visibility, promotions, and commercial agreements Ensure smooth coordination with distributors and supply chain teams for uninterrupted product availability Drive successful execution of category growth initiatives and in-store activation programs Monitor outlet-wise performance and improve sales productivity across accounts Maintain channel hygiene and ensure compliance with agreed trade terms and policies Team Management Supervise, guide, and motivate the Modern Trade sales team for effective execution Conduct regular performance reviews and provide coaching for capability development Support recruitment, onboarding, and training of team members when required Ensure alignment of KRAs/KPIs with business objectives People and Culture Demonstrate company values, ethics, and compliance standards Participate in training programs, sales meetings, and organizational initiatives Foster collaboration and maintain professional relationships across functions Stakeholder Interaction Internal Interaction with: Zonal Sales Manager, Key Account Manager, Finance, Supply Chain, Marketing, Procurement, Commercial Team Nature of Interaction: Sales planning, business reviews, reporting, escalations handling, execution alignment, and target achievement discussions External Interaction with: Modern Trade Chains, Supermarkets, Hypermarkets, Cash & Carry Outlets, Distributors, Key Customers Nature of Interaction: Business development, relationship management, negotiations, execution monitoring, and issue resolution Job Requirements Professional Experience and Relevant Skills Minimum 58 years of FMCG sales experience with at least 34 years in Modern Trade sales Experience in handling key Up-to-date Trade accounts and team management Strong understanding of Modern Trade operations, commercial negotiations, and channel management Excellent analytical, communication, and stakeholder management skills Proficiency in MS Office and sales reporting systems Academic Qualifications Graduate/Postgraduate in any discipline Behavioural Competencies Achievement Orientation (4) Leadership & Team Management (4) Problem Solving & Decision Making (3) Integrity & Process Compliance (4) Effective Communication (4) Customer Orientation (4) Collaboration (4) Planning & Execution (4) .
