Area Sales Executive (ASE)

Company Overview

Not specified.

Job Summary

The Area Sales Executive (ASE) is responsible for driving business growth within the assigned territory by achieving primary and secondary sales targets. The role involves managing distributor relationships, expanding market reach, ensuring effective market execution, and delivering sustainable, profitable growth. The ASE plays a critical role in executing sales strategies, developing new business opportunities, and maintaining high standards of market presence in the FMCG sector.

Responsibilities

• Sales & Business Development

  • Achieve monthly, quarterly, and annual sales targets for primary and secondary sales.
  • Develop and implement territory-specific sales plans aligned with business objectives.
  • Drive distribution expansion both in terms of numeric and weighted distribution.
  • Ensure the 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 / SR / PSR.
  • Conduct regular market visits with team members to improve execution.
  • Set individual KRAs, review performance, and provide continuous feedback.
  • Ensure adherence to beat plans, productivity norms, and reporting discipline.
  • Foster a high-performance, result-oriented sales culture.

• Distributor Management

  • Appoint and develop financially sound distributors.
  • Monitor distributor ROI, inventory norms, and working capital.
  • Ensure healthy stock levels and effective replenishment.
  • Regularly review distributor performance 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 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 area.

• Reporting & Compliance

  • Review sales performance through regular 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

• Educational Qualification: Graduate in any discipline.

• Experience: 3+ years in FMCG General Trade Sales.

• Industry Experience: Preferably in Confectionery, Bakery, Cake, Foods, Snacks, or Biscuits.

• Technical Skills:

  • Strong understanding of distributor management, sales planning, and retail execution.
  • Proven track record of achieving sales targets.
  • Knowledge of market development and business analysis.
  • Familiarity with MIS and sales reporting.
  • Ability to manage and develop distributors.
  • Valid two-wheeler/four-wheeler driving license preferred.

• Soft Skills:

  • Leadership and people management.
  • Excellent negotiation and influencing skills.
  • Strong communication and relationship management.
  • Problem-solving and decision-making capabilities.
  • Result-oriented with a strong execution focus.

Preferred Skills

• Business analysis and market intelligence.
• Strategic sales forecasting.
• Ability to identify and develop new markets.
• Effective team building and performance management.

Experience

• Minimum of 3+ years in FMCG General Trade Sales.
• Experience in confectionery, bakery, or related FMCG categories is highly preferred.
• Proven success in distributor management, market expansion, and sales target achievement.

Environment

• The role involves extensive travel within the assigned area.
• Work is primarily field-based, involving market visits, distributor interactions, and retail execution.
• The position may require working in varied retail environments and outdoor conditions.

Salary

Not specified; salary and benefits are as per company policy, including performance-linked incentives, PF, statutory benefits, travel allowance, mobile reimbursement, and other applicable benefits.