Area Sales Manager Modern Trade

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 strong 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 5–8 years of FMCG sales experience with at least 3–4 years in Modern Trade sales
Experience in handling key Modern 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)