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Area Sales Manager
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Key Responsibilities:
1) Sales & Distribution:
- Drive primary and secondary sales for the assigned area across dairy SKUs (ghee, Kulfi & Dairy product )
- Appoint and manage distributors, ensuring proper ROI, coverage and service level.
- Ensure beat plan execution, availability and visibility of products at retail outlets.
2) Market Expansion:
- Identify and open new towns, routes and retail counters.
- Work on width and depth of distribution for both urban and rural markets.
- Support in launching new products/SKUs and ensure timely market seeding.
3) Team Management:
- Lead a team of Sales Officers (SO), Territory Sales Incharge (TSI) and Sales Promoters.
- Train, motivate and monitor field staff to ensure daily productivity and market discipline.
- Track market working through DSRs, market visits and joint working.
4) Execution & Reporting:
- Monitor schemes, discounts and market claims.
- Ensure timely distributor claims submission and resolution.
- Share daily, weekly, and monthly MIS with HO and regional leadership.
5) Performance Tracking:
- Review area-wise targets and KPIs regularly.
- Identify gaps in sales performance and initiate corrective actions.
- Work closely with the supply chain team to ensure OTIF deliveries.
6) Stakeholder Coordination:
- Act as a bridge between distributors, retailers and company teams.
- Coordinate with trade marketing for POPs, branding and local activations.
- Liaise with finance/accounts for billing, credit notes and claim settlement.
Key Skills Required:
- Strong understanding of FMCG General Trade distribution and dairy product dynamics.
- Excellent distributor handling, people management and negotiation skills.
- Strong data and Excel skills; familiarity with DMS and basic ERP.
- Problem-solving attitude with ownership mindset and field orientation.
