Area Sales Manager (ASM) – State Owner (Primary + Secondary)
Sales
Zonal Head / Head of Sales
State-level role (Extensive field travel)
Full-Time
A. State Business Ownership (Primary + Secondary)
Own full-state Primary & Secondary sales targets with sustainable month-on-month growth (no artificial primary loading).
Build and execute state business plan: district/town prioritization, distributor network design, coverage model, and channel mix.
Cascade targets into TL/FOS-level goals and drive execution through weekly performance cadence.
Onboarding
Appoint and ramp distributors across the state (target 50–60 distributors or as per state map).
Finalize distributor terms: territory, margins, credit limits, dispatch SLAs, claims/returns, and reporting compliance.
Ensure distributor readiness: infrastructure, delivery capability, salesman strength, working capital, data reporting.
Maintenance & Governance
Conduct weekly/monthly distributor reviews covering: primary, secondary, stock, fill rate, ageing, returns, claims, overdue.
Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
Maintain healthy stock norms: prevent stock-outs and dead stock.
Deboarding
Identify non-performing/non-compliant distributors and execute clean deboarding with settlement, stock liquidation, and territory transition.
Drive aggressive distribution and repeat sales in C/D/E retail outlets (kirana, theke + chakna counters, small impulse outlets).
Implement structured beat planning for high-density, low-ticket outlets.
Drive outlet journey: conversion → first order → repeat ordering.
Ensure strong retail execution:
Counter placement, micro-visibility, impulse conversion
Correct SKU assortment and pack-price ladder by outlet type
Implement retailer retention through revisit norms, service levels, and complaint resolution.
Identify and scale high-potential wholesale clusters.
Drive volume through case deals with disciplined pricing.
Ensure wholesale does not become a GT pricing leakage channel.
Build and own BD pipeline for:
HoReCa (menu inclusion, placements, reorder cadence)
Institutions (canteens, corporates, hospitals, schools/colleges, hostels)
Negotiate commercials, payment cycles, and delivery cadence.
Ensure repeat business and throughput (no vanity onboarding).
Hire, manage, and coach Team Leads (TLs) and field teams (FOS).
Enforce discipline on:
Attendance, outlet coverage, route adherence, reporting quality
Coach teams on sales pitch, objection handling, competitor switching, scheme communication, and negotiation.
Own collections and outstanding across distributors and key accounts.
Enforce credit policy, ageing control, and stop-supply rules.
Own contribution and ROI: optimize trade spends and manpower cost.
Ensure clean and accurate data: distributor ledgers, claims/returns, outlet master, outstanding, scheme accounting.
Sales & Execution
Primary Sales (₹) vs target
Primary–Secondary alignment and stock health (Days of Inventory)
Outlet additions, activations, and repeat rate (15/30 days)
Key SKU availability % and stock-out rate
Strike rate, AOV, and SKU mix
Revenue per FOS
Outlets covered per FOS
Order value per FOS
Cost per FOS vs contribution
Collections ageing and overdue %
Claims/returns closure TAT
GM% protection and leakage incidents (near-zero tolerance)
Wholesale throughput (cases/month) and active accounts
HoReCa active outlets, menu placements, reorder rate
RequirementsCandidate Profile
12–15+ years FMCG field sales experience (Snacks/Beverages/Impulse preferred).
Proven ownership of Primary + Secondary sales at large area/state level.
Strong experience in Distributor lifecycle management (onboarding, governance, deboarding).
Existing distributor network exposure (50–60 distributors).
Deep execution experience in C/D/E category retail (high outlet density, high frequency, low ticket).
Demonstrated success in Wholesale, HoReCa, and Institutional BD.
Strong collections and credit discipline; zero tolerance for leakage.
Comfortable with high travel and 6-day field intensity.
Proficient in Excel and CRM systems.
State fully mapped with 50% distributor onboarding completed.
Distributor governance cadence active (primary, secondary, stock, ageing).
TL/FOS productivity system installed with visible improvement in coverage, AOV, and strike rate.
Reduced stock-outs and stabilized forecasting.
Improved ageing and active leakage controls.
BD pipeline created with first scalable wins (not one-offs).
