Area Sales Executive (ASE)

Company Overview

(Company details not specified).

Job Summary

The Area Sales Executive (ASE) is responsible for driving business growth by achieving primary and secondary sales targets across the assigned area. This role involves leading and developing the sales team, managing distributors, expanding market reach, ensuring strong execution in the market, and delivering sustainable, profitable growth.

Responsibilities

• Sales & Business Development

  • Achieve monthly, quarterly, and annual primary and secondary sales targets.
  • Develop and execute territory-wise sales plans to deliver business objectives.
  • Drive numeric and weighted distribution across the assigned area.
  • Ensure successful launch and execution of new products and promotional activities.
  • Identify new business opportunities, appoint distributors, and expand market coverage.

• Team Management

  • Lead, coach, and mentor Sales Officers / Sales Representatives / Primary Sales Representatives.
  • Conduct regular market working with team members to improve execution.
  • Set individual Key Result Areas (KRAs), review performance, and provide continuous feedback.
  • Ensure adherence to beat plans, productivity norms, and reporting discipline.
  • Build a high-performance, result-oriented sales culture.

• Distributor Management

  • Appoint and develop financially sound distributors.
  • Monitor distributor Return on Investment (ROI), inventory norms, and working capital.
  • Ensure healthy stock levels and effective replenishment.
  • Review distributor performance regularly and implement improvement plans.

• Market Execution

  • Ensure superior in-store execution, merchandising, and product visibility.
  • Monitor product availability and minimize stock-outs.
  • Drive retail coverage, outlet expansion, and market penetration.
  • Ensure compliance with company merchandising and promotional standards.

• Financial & Commercial Management

  • Monitor claims, schemes, and trade spends for effective utilization.
  • Control sales expenses within approved budgets.
  • Improve business profitability through efficient resource management.

• Market Intelligence

  • Monitor competitor pricing, schemes, product launches, and market trends.
  • Provide actionable market insights and recommend growth strategies.
  • Identify emerging opportunities and risks within the assigned area.

• Reporting & Compliance

  • Review sales performance through regular Management Information Systems (MIS) and business reviews.
  • Ensure timely submission of reports, forecasts, expense statements, and market updates.
  • Maintain compliance with company policies, sales processes, and statutory requirements.

Qualifications

• Education: Graduate in any discipline.
• Experience:
  • 6–10 years of experience in FMCG General Trade Sales.
  • Minimum 2–3 years of experience managing a team.
  • Experience in Confectionery, Bakery, Cake, Foods, Snacks, or Biscuits is highly preferred.
• Skills:
  • Strong understanding of distributor management, sales planning, and retail execution.
  • Proven track record of consistently achieving sales targets.
  • Willingness to travel extensively within the assigned area.
  • Valid two-wheeler/four-wheeler driving license preferred.

Preferred Skills

• Leadership and people management.
• Distributor development.
• Sales planning and forecasting.
• Negotiation and influencing skills.
• Business analysis and Management Information Systems (MIS).
• Market development.
• Problem-solving and decision-making.
• Communication and relationship management.
• Strong execution focus with a result-oriented approach.

Experience

6–10 years of relevant experience in FMCG General Trade Sales, with at least 2–3 years in a team management role.

Environment

This position is based in Delhi and may require extensive travel within the assigned area.

Salary

Salary and benefits are as per company policy, with performance-linked incentives provided.

Growth Opportunities

Potential career advancement opportunities may be available within the company, subject to performance and business needs.

Benefits

• PF and statutory benefits.
• Travel Allowance (TA/DA), mobile reimbursement, and other applicable benefits.