Assistant Sales Manager-FMCG

Role & responsibilities

• Lead and manage a team of field sales executives to achieve monthly and annual sales targets.
• Drive General Trade (GT), retail, B2B and B2C sales across assigned territories.
• Develop and maintain strong relationships with retailers, wholesalers, distributors and key customers.
• Plan daily/weekly field sales activities and monitor team productivity and market coverage.
• Expand the retail network by identifying and onboarding new outlets and business customers.
• Ensure effective product availability, visibility, merchandising and distribution across assigned markets.
• Achieve sales, distribution, volume and revenue targets for assigned territories.
• Conduct regular market visits to understand customer requirements, competitor activities and market trends.
• Monitor secondary sales, outlet coverage, order generation and collections where applicable.
• Train, coach and motivate field sales team members to improve sales performance.
• Track team performance through regular reviews and provide corrective action wherever required.
• Coordinate with distributors and channel partners to ensure smooth product movement and availability.
• Identify new business opportunities and develop untapped markets.
• Ensure proper implementation of company sales schemes, promotions and trade offers.
• Prepare regular sales reports, market feedback and competitor activity reports for management.
• Ensure disciplined execution of company sales policies and processes in the field.

Preferred candidate profile

• Minimum 5 years of experience in FMCG sales, preferably in field/territory sales.

• Proven experience in people/team management and handling field sales executives.

• Strong exposure to General Trade and retail sales.

• Experience handling B2B and B2C customers will be preferred.

• Experience in distributor, dealer, wholesaler and retailer management.

• Strong understanding of territory management, market expansion and sales execution.

• Good communication, negotiation and relationship-management skills.

• Target-oriented with strong leadership and problem-solving abilities.

• Willingness to travel extensively within the assigned territory.

• Ideal Candidate: An FMCG field-sales professional who combines strong people-management skills with hands-on General Trade, retail, B2B and B2C sales experience and can independently drive sales growth across a territory.