Area Sales Manager

Job Title: Area Sales Manager General Trade (ASM - GT)

Location: Western UP/Lucknow

About the Role:

We are looking for a highly driven and execution-focused Area Sales Manager General Trade (ASM – GT) to drive sales growth, strengthen distribution, and expand market presence across the assigned territory. The role will be responsible for delivering primary and secondary sales targets, managing distributor networks, leading field sales teams, and ensuring excellence in GT execution.

Key Responsibilities:

• Drive primary and secondary sales while delivering monthly, quarterly, and annual business targets.

• Manage distributor performance, stock availability, ROI, billing efficiency, and market coverage.

• Expand numeric and weighted distribution by identifying new markets, outlets, and business opportunities.

• Lead, coach, and develop Sales Officers/Territory Sales Executives to improve field productivity and execution.

• Ensure effective implementation of trade schemes, merchandising standards, visibility initiatives, and retail activations.

• Build strong relationships with distributors, wholesalers, retailers, and key trade partners.

• Monitor market trends, competitor activities, pricing, and customer feedback to identify growth opportunities.

• Track sales performance, outlet productivity, demand forecasts, and MIS to drive business decisions.

• Ensure adherence to company sales processes, reporting standards, and territory discipline.

Preferred Skills & Know-how:

• Strong understanding of General Trade sales, distributor management, and channel expansion.

• Experience in driving distribution, visibility, merchandising, and trade marketing initiatives.

• Good analytical, negotiation, and stakeholder management capabilities.

• Strong team management skills with the ability to coach and drive field execution.

Experience Requirements:

• Graduate; MBA preferred.

• 4–8 years of General Trade sales experience in FMCG, Personal Care, Skincare, or Consumer Goods.

• Proven experience managing distributors, field sales teams, and territory performance.

• High ownership, execution focus, and willingness to travel extensively within the assigned territory.