ASM - General Trade

Job Description:

Job Title: Area Sales Manager (ASM) – General Trade (Snacks Division)

Location: Delhi NCR

Reports To: Regional Sales Manager / National Sales Head

Job Summary:

The Area Sales Manager (ASM) – General Trade for the Snacks division is responsible for driving sales and expanding the presence of the

company’s snack products across the general trade channel in the assigned territory. The ASM will work closely with wholesalers, retailers,

and distributors, ensuring that sales targets are met, and the brand maintains strong visibility and presence in the market.

Key Responsibilities:

Sales Management:

Achieve sales targets for the snacks portfolio in the general trade channel.

Develop and execute strategic plans to increase market share and sales performance within the designated area.

Oversee distribution to wholesalers, retailers, and regional distributors, ensuring smooth and timely product deliveries.

Monitor the performance of products in the market, ensuring that the right products are available at the right places and at the right time.

Distributor and Retailer Relationships:

Build and maintain strong relationships with key distributors, wholesalers, and retailers.

Work with retailers to ensure the optimal placement of snacks and build brand visibility through effective in-store merchandising.

Regularly visit retailers and distributors to assess sales performance, provide support, and resolve issues.

Conduct regular meetings with distributors to track order volumes, stock levels, and feedback from the market.

Team Leadership and Development:

Lead and manage a team of sales representatives or field sales agents to ensure they meet or exceed their sales goals.

Provide on-the-job training to the team to enhance product knowledge, selling skills, and market insights.

Conduct performance appraisals for team members and set actionable goals for improvement.

Market Penetration and Execution:

Identify and target new sales opportunities within the general trade segment, expanding product reach in untapped markets.

Plan and execute promotional campaigns and special offers with retailers to boost sales and product visibility.

Ensure proper in-store execution of marketing materials, product displays, and pricing structures.

Inventory and Stock Management:

Monitor stock levels at retailers, wholesalers, and distributors to avoid stock outs and ensure efficient inventory management.

Coordinate with the supply chain and logistics teams to ensure timely replenishment of products.

Address and manage issues related to stock rotation and expiry dates to minimize wastage.

Reporting and Analysis:

Provide regular sales reports, performance data, and market feedback to the regional sales manager and senior management.

Analyze sales trends, competitor activity, and customer needs to recommend actions for business improvement.

Track KPIs like sales volume, customer acquisition, and market penetration to evaluate team performance and identify areas for growth.

Customer Service and Problem Resolution:

Ensure high levels of customer satisfaction by addressing complaints and resolving issues promptly.

Proactively manage customer relationships, ensuring consistent communication and follow-ups.

Required Qualifications and Skills:

Education: Bachelor’s degree in Business, Marketing, or a related field.

Experience: 5-8 years of sales experience, preferably in FMCG or the snacks sector, with a focus on general trade.

Skills:

Strong understanding of the general trade sales process, including distribution, merchandising, and retail management.

Excellent relationship management, negotiation, and communication skills.

Proven ability to meet sales targets and expand market share.

Strong leadership skills and the ability to manage and motivate a sales team.

Proficiency in MS Office (Excel, PowerPoint) and CRM tools.

Strong analytical and problem-solving abilities.

Personal Attributes:

Target-oriented with a strong drive to achieve sales goals.

Excellent organizational skills and attention to detail.

Ability to manage multiple tasks and prioritize effectively.

Strong interpersonal skills with the ability to build relationships at all levels.

Ability to adapt to changing market conditions and company strategies.

Additional Information:

Travel: The role requires frequent travel within the assigned region to visit clients, distributors, and retail outlets.