Area Sales Manager (ASM) – State Owner (Primary + Secondary)

Job Title

Area Sales Manager (ASM) State Owner (Primary Secondary)

Department

Sales

Reporting To

Zonal Head / Head of Sales

Location

State-level role (Extensive field travel)

Employment Type

Full-Time

Role Objective

Key Responsibilities

A. State Business Ownership (Primary Secondary)

• Own full-state Primary & Secondary sales targets with sustainable month-on-month growth (no artificial primary loading).
  

• Build and execute state business plan: district/town prioritization distributor network design coverage model and channel mix.
  

• Cascade targets into TL/FOS-level goals and drive execution through weekly performance cadence.
  

B. Distributor Lifecycle Ownership (Onboard Maintain Deboard)

Onboarding

• Appoint and ramp distributors across the state (target 5060 distributors or as per state map).
  

• Finalize distributor terms: territory margins credit limits dispatch SLAs claims/returns and reporting compliance.
  

• Ensure distributor readiness: infrastructure delivery capability salesman strength working capital data reporting.
  

Maintenance & Governance

• Conduct weekly/monthly distributor reviews covering: primary secondary stock fill rate ageing returns claims overdue.
  

• Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
  

• Maintain healthy stock norms: prevent stock-outs and dead stock.
  

Deboarding

• Identify non-performing/non-compliant distributors and execute clean deboarding with settlement stock liquidation and territory transition.
  

C. C/D/E Category Retail Expansion (Core Focus)

• Drive aggressive distribution and repeat sales in C/D/E retail outlets (kirana theke chakna counters small impulse outlets).
  

• Implement structured beat planning for high-density low-ticket outlets.
  

• Drive outlet journey: conversion first order repeat ordering.
  

• Ensure strong retail execution:
  

  • Counter placement micro-visibility impulse conversion
    

  • Correct SKU assortment and pack-price ladder by outlet type
    

• Implement retailer retention through revisit norms service levels and complaint resolution.
  

D. Wholesale Growth Ownership

• Identify and scale high-potential wholesale clusters.
  

• Drive volume through case deals with disciplined pricing.
  

• Ensure wholesale does not become a GT pricing leakage channel.
  

E. HoReCa & Institutional Business Development

• Build and own BD pipeline for:
  

  • HoReCa (menu inclusion placements reorder cadence)
    

  • Institutions (canteens corporates hospitals schools/colleges hostels)
    

• Negotiate commercials payment cycles and delivery cadence.
  

• Ensure repeat business and throughput (no vanity onboarding).
  

F. Team Leadership & Execution Discipline

• Hire manage and coach Team Leads (TLs) and field teams (FOS).
  

• Enforce discipline on:
  

  • Attendance outlet coverage route adherence reporting quality
    

• Coach teams on sales pitch objection handling competitor switching scheme communication and negotiation.

G. Collections Credit Control & Contribution

• Own collections and outstanding across distributors and key accounts.
  

• Enforce credit policy ageing control and stop-supply rules.
  

• Own contribution and ROI: optimize trade spends and manpower cost.
  

• Ensure clean and accurate data: distributor ledgers claims/returns outlet master outstanding scheme accounting.
  

Metric Ownership (ASM Accountability)

Sales & Execution

• Primary Sales () vs target
  

• PrimarySecondary alignment and stock health (Days of Inventory)
  

C/D/E Retail Metrics

• Outlet additions activations and repeat rate (15/30 days)
  

• Key SKU availability % and stock-out rate
  

• Strike rate AOV and SKU mix
  

Field Productivity

• Revenue per FOS
  

• Outlets covered per FOS
  

• Order value per FOS
  

• Cost per FOS vs contribution
  

Financials

• Collections ageing and overdue %
  

• Claims/returns closure TAT
  

• GM% protection and leakage incidents (near-zero tolerance)
  

BD Channels

• Wholesale throughput (cases/month) and active accounts
  

• HoReCa active outlets menu placements reorder rate
  

Requirements

Candidate Profile

• 1215 years FMCG field sales experience (Snacks/Beverages/Impulse preferred).
  

• Proven ownership of Primary Secondary sales at large area/state level.
  

• Strong experience in Distributor lifecycle management (onboarding governance deboarding).
  

• Existing distributor network exposure (5060 distributors).
  

• Deep execution experience in C/D/E category retail (high outlet density high frequency low ticket).
  

• Demonstrated success in Wholesale HoReCa and Institutional BD.
  

• Strong collections and credit discipline; zero tolerance for leakage.
  

• Comfortable with high travel and 6-day field intensity.
  

• Proficient in Excel and CRM systems.
  

First 90 Days Success Indicators

• State fully mapped with 50% distributor onboarding completed.
  

• Distributor governance cadence active (primary secondary stock ageing).
  

• TL/FOS productivity system installed with visible improvement in coverage AOV and strike rate.
  

• Reduced stock-outs and stabilized forecasting.
  

• Improved ageing and active leakage controls.
  

• BD pipeline created with first scalable wins (not one-offs).