Area Sales Manager(ASM) Beverages

About the Company

This is an opportunity to join a fast-growing challenger brand and play a key role in shaping its identity voice and growth journey.

Role Summary

The Area Sales Manager (ASM) will be responsible for driving sales growth expanding distribution managing channel partners and leading a field sales team within the assigned area. This role requires strong execution capability distributor management skills and deep understanding of the FMCG/beverages market.

Key Responsibilities

• Achieve Sales Targets: Drive primary and secondary sales to meet or exceed monthly and quarterly volume and value targets across the assigned area.
  

• Distributor Management: Appoint new distributors where required manage existing distributors ensure healthy stock levels and improve distributor ROI.
  

• Team Leadership & Development: Lead coach and monitor Sales Officers/Executives; conduct regular market visits joint calls and performance reviews.
  

• Distribution Expansion: Increase distribution by adding new outlets improving beat productivity and strengthening route plans across GT/MT channels.
  

• Trade Marketing Execution: Implement company schemes promotions and visibility drives; ensure proper in-store branding displays and planogram adherence.
  

• Market Execution & Availability: Ensure product availability correct pricing and freshness across outlets; minimize stock-outs and expiries.
  

• Secondary Sales & Reporting: Track secondary sales distributor claims and market data; prepare regular MIS reports and share insights with management.
  

• Competition & Market Intelligence: Monitor competitor activities pricing schemes and new launches; share actionable insights to support strategy.
  

• Cross-Functional Coordination: Work closely with supply chain marketing finance and HR teams to ensure smooth operations and timely issue resolution.
  

Requirements

• FMCG / Beverages / Food & Drinks
  
• MBA/PGDM in Sales & Marketing preferred
  
• Minimum 5-7 years in an Area Sales Manager or equivalent role
  
• Strong leadership and team management capability
  
• Proven distributor and channel partner management skills
  
• Solid understanding of FMCG / Beverages sales dynamics
  
• Expertise in GT and MT sales execution
  
• Strong negotiation and conflict-resolution skills
  
• Target-driven with strong execution focus
  
• Ability to plan beats routes and outlet coverage effectively
  
• Good analytical skills with ability to read sales data and MIS reports
  
• Experience in handling primary & secondary sales
  
• Knowledge of trade schemes visibility drives and merchandising
  
• Market intelligence gathering and competitive analysis skills
  
• Effective communication and stakeholder management skills
  
• Problem-solving mindset with quick decision-making ability
  
• Time management and multitasking skills
  
• Comfortable with extensive fieldwork and travel
  
• Basic proficiency in MS Excel CRM or sales reporting tools
  

Benefits

• Competitive salary as per industry standards
  
• Performance-based incentives and bonuses
  
• Travel allowance / reimbursement as per company policy
  
• Opportunity to work with a fast-growing beverage brand
  
• Exposure to large-scale distribution and market expansion projects