Area Sales Manager

Job Summary: The Area Sales Manager (ASM) will be responsible for leading and managing sales operations within a defined geographical area. This role involves overseeing a team of Sales Executives, managing distributor networks, building strong relationships with key accounts, achieving area sales targets, and implementing sales strategies to expand market share for Company's range of chocolate and confectionery products. The ASM will drive performance through their team, with a focus on expansion and coaching, while ensuring customer retention. The ASM will also be responsible for monitoring market dynamics, providing guidance to the sales team, and ensuring the efficient and ethical execution of sales plans. Responsibilities: Sales Team Management: Recruit, train, and manage a team of Sales Executives within the assigned area, providing on-the-job training and identifying ways to improve their performance. Set sales targets and KPIs for the sales team and monitor their performance. Provide ongoing coaching, mentorship, and support to Sales Executives to enhance their sales skills and product knowledge. Conduct regular team meetings to communicate sales objectives, share best practices, and address challenges. Evaluate sales team performance and implement performance improvement plans as needed, driving performance through effective leadership and motivation. Distributor Management: Identify, appoint, and manage a network of distributors within the assigned area. Establish and maintain strong relationships with distributors, ensuring alignment with company goals and fostering long-term partnerships. Collaborate with distributors to develop and implement effective market development and sales strategies, focusing on market expansion. Monitor distributor performance, analyze sales data, and take corrective actions to optimize sales and distribution, ensuring proper investment by distributors in our business. Ensure distributors adhere to company policies, procedures, and service standards, including claim processing, discount policies, and administration. Key Account Management: Identify and develop relationships with key retailers, wholesalers, and other strategic accounts. Negotiate and manage agreements with key accounts to maximize sales and profitability. Ensure high levels of customer satisfaction and address any issues or concerns promptly, focusing on customer retention . Sales Planning and Execution: Develop and implement sales plans and strategies to achieve area sales targets and expand market share. Monitor sales performance against targets and take proactive measures to address any shortfalls. Analyze sales data, market trends, and competitor activities to identify opportunities and challenges. Prepare sales forecasts, budgets, and reports for the assigned area. Market Analysis and Business Development: Monitor market trends, competitor activities, and customer preferences within the assigned area. Provide regular feedback to management on market conditions, competitor strategies, and customer needs. Identify and explore new business opportunities to expand the customer base and increase sales. Be abreast with what is happening in the industry and have the agility to adapt and experiment in their territory by aligning with their seniors. Brand and Product Management: Ensure effective execution of brand promotion activities and trade marketing initiatives in the assigned area. Participate in trade shows, exhibitions, and other promotional events as required. Take ownership of NPD (New Product Development) and drive successful implementation plans. Manage pricing strategy in their markets to optimize profitability and competitiveness. Be seen as an SME (Subject Matter Expert) of our product knowledge and USP (Unique Selling Proposition). Be seen as an SME with the latest on Sales & Distribution (S&D ) strategies. Compliance and Ethics: Ensure proper ethical practices are administered in their area, which includes claim processing, discount policies, administration, and proper investment by distributors in our business. Qualifications and Skills: Bachelor’s degree in any discipline (Sales/Marketing preferred). Proven experience in sales, with a minimum of 8 years in the FMCG or food industry. Demonstrated experience in managing sales teams and distributor networks, with a focus on coaching and development. Strong leadership, communication, negotiation , and interpersonal skills. Ability to build and maintain strong relationships with customers, distributors, and team members, with a focus on customer retention . Self-motivated, results-oriented, and able to work effectively under pressure. Excellent analytical and problem-solving skills. Strong understanding of the local market, customer preferences, and competitive landscape. Proficiency in MS Excel and Data Analytics is a must. Willingness to travel extensively within the assigned area.