ASM Sales Manager GT

Function: Sales – General Trade (GT)
Industry: FMCG (Fast-Moving Consumer Goods)
Location: Delhi

• 8–12 years of relevant experience in General Trade Sales within the FMCG industry.
• Minimum 2–3 years of experience as an Area Sales Manager (ASM) or equivalent role.
• Experience in handling a team of Area Sales Executives (ASEs) Market Representatives (MRs) and distributors.

We are looking for a dynamic and result-oriented Area Sales Manager (ASM) to lead General Trade sales operations across the assigned territory. The candidate will be responsible for driving primary and secondary sales managing distributor networks leading the field sales team ensuring excellent market execution and achieving business growth while maintaining strong relationships with channel partners.

• Drive primary and secondary sales as per business targets.
• Prepare monthly quarterly and annual sales plans.
• Identify business opportunities to increase market share and revenue.
• Ensure achievement of volume value and profitability targets.

• Lead coach and mentor Area Sales Executives (ASEs) and Market Representatives (MRs).
• Monitor team productivity and ensure effective field execution.
• Conduct regular market visits and provide on-the-job coaching.
• Drive performance through regular reviews and target tracking.

• Appoint and develop distributors in the assigned territory.
• Ensure distributor profitability stock availability and operational efficiency.
• Resolve distributor-related issues and maintain healthy business relationships.
• Monitor distributor investments claims and outstanding payments.

• Ensure effective implementation of trade schemes promotions and BTL activities.
• Drive product availability visibility merchandising and new product launches.
• Improve numeric and weighted distribution across the territory.
• Maintain execution standards at retail outlets.

• Review daily sales reports and market performance.
• Monitor beat plans productivity coverage and call efficiency.
• Ensure timely order booking billing delivery and claim settlements.
• Maintain accurate sales MIS and reporting.

• Monitor competitor activities pricing promotions and market trends.
• Develop local market strategies to improve business performance.
• Identify opportunities for expanding distribution and increasing market penetration.

• Strong General Trade (GT) sales management experience.
• Distributor appointment and development.
• Team handling and performance management.
• Sales planning forecasting and target achievement.
• Territory and channel management.
• Strong negotiation and relationship management skills.
• Sales analysis and reporting.
• Beat planning and market execution.

• Leadership and people management skills.
• Strong analytical and problem-solving ability.
• Good communication and presentation skills.
• Proficiency in MS Excel PowerPoint and sales reporting tools.
• Experience using sales automation/mobile sales applications.

• Leadership
• Result Oriented
• Strategic Thinking
• Commercial Acumen
• Decision Making
• Team Building
• Customer Focus
• Entrepreneurial Mindset
• Execution Excellence

Candidates from the following FMCG companies will be preferred:

• Reckitt
• Godrej Consumer Products
• L'Oréal
• Dabur
• Patanjali
• PepsiCo
• Marico
• Jyothy Labs
• Zydus Wellness
• Parle Products
• CavinKare
• Himalaya Wellness
• ITC
• Nestlé
• HUL
• Britannia
• Tata Consumer Products

• Only candidates currently working as an Area Sales Manager (ASM) or in an equivalent team-handling role will be considered.
• Candidates should have strong General Trade (GT) experience with proven expertise in distributor management team handling and achieving sales targets.
• Candidates with only PSR SO TSI or ASE-level experience without ASM responsibilities will not be considered.