Role Purpose:

The Area Sales Manager will be responsible for driving sales growth, expanding market share, and strengthening distribution for the company's beverage portfolio within the assigned territory. The role involves managing distributors, leading frontline sales teams, and executing market strategies to achieve business targets.

Key Performance Indicators (KPIs)

Achieve primary & secondary sales targets (volume & value)
Drive monthly, quarterly, and annual business plans
Identify business opportunities (new areas, outlets, channels)
Appoint and manage distributors / super stockists
Distribution reach and outlet coverage
Market share growth
Build Team, Team productivity and retention

Qualifications & Experience

Graduate in any discipline (MBA in Sales/Marketing preferred)
5–10 years of experience in Beverage / Energy Drink industry/FMCG
Strong knowledge of local market & distributor network
Proven track record in handling territory sales and sales team

Skills & Competencies

Strong sales and negotiation skills
Team leadership and people management
Data-driven decision-making
Excellent communication and interpersonal skills

Key Responsibilities

Sales & Revenue Management

Monitor daily, weekly, and monthly sales performance and take corrective actions
Drive volume growth, revenue, and market share for beverage products
Implement promotions, schemes, and activations
Monitor competitor activities and pricing
Team review and support

Distribution & Channel Expansion

Appoint and manage distributors, wholesalers, and retailers
Ensure product availability across General Trade, Modern Trade, and HoReCa channels
Expand distribution network and increase outlet coverage

Market Execution

Ensure effective implementation of trade schemes, promotions, and visibility initiatives
Drive in-store execution, merchandising, and brand presence
Monitor competitor activities and market trends

Customer Relationship Management

Build strong relationships with key distributors and retail partners
Resolve trade issues and ensure high customer satisfaction
Negotiate and manage trade margins and agreements

Planning & Reporting

Prepare sales forecasts and territory plans
Maintain accurate sales data, stock levels, and market intelligence reports
Ensure timely reporting to management