Area Sales Manager (ASM) - General Trade

Company Overview

Not specified

Job Summary

We are seeking a results-oriented Area Sales Manager (ASM) to lead general trade (offline) sales for an assigned territory. The ideal candidate will be primarily responsible for driving distributor-led growth, managing a frontline sales team, and expanding market presence within the cosmetics, baby care, adult care, hygiene, and personal care categories.

Responsibilities

• Drive primary and secondary sales across the assigned territory through the general trade (GT) distributor network.
• Appoint, develop, and manage distributors, stockists, and super-stockists to expand market reach.
• Lead, coach, and monitor a team of Sales Officers/Executives to achieve area-wise revenue and volume targets.
• Drive market penetration by expanding numeric and weighted distribution across towns and outlets.
• Plan and execute trade schemes, promotions, and channel incentive programs within budget.
• Monitor distributor claims, stock norms, and credit control to ensure healthy channel economics.
• Track competitor activity, pricing, and market trends to identify growth opportunities.
• Ensure timely and accurate reporting of sales performance, market data, and forecasts.
• Build strong relationships with retailers, wholesalers, and channel partners to strengthen brand presence.
• Ensure adherence to company policies on distributor appointment, ROI, and trade practices.

Qualifications

• 6 – 12 years of experience in sales management with a focus on general trade.
• Industry preference in Cosmetics, Baby Care (Diapers), Adult Care (Adult Diapers), Personal Hygiene, Personal Care, Hair Care, Perfumes.
• Prior experience working in a startup environment or willingness to work in a fast-paced, high-growth startup.
• Strong leadership and team management skills.
• Excellent communication and interpersonal abilities.
• Proficiency in sales forecasting and market analysis.
• Ability to implement and manage distributor relations effectively.

Preferred Skills

• Familiarity with digital sales strategies.
• Knowledge of CRM and sales reporting tools.

Experience

• Minimum of 6 years of relevant experience in sales management, preferably in general trade.

Environment

• Work will primarily take place in the assigned sales territory, involving travel to various towns and retail outlets. The position may require flexible hours aligned with distributor and retail operations.

Salary

Not specified

Growth Opportunities

Not specified

Benefits

Not specified