About the Company
This is an opportunity to join a fast-growing challenger brand and play a key role in shaping its identity, voice, and growth journey.
The Area Sales Manager (ASM) will be responsible for driving sales growth, expanding distribution, managing channel partners, and leading a field sales team within the assigned area. This role requires strong execution capability, distributor management skills, and deep understanding of the FMCG/beverages market.
Achieve Sales Targets: Drive primary and secondary sales to meet or exceed monthly and quarterly volume and value targets across the assigned area.
Distributor Management: Appoint new distributors where required, manage existing distributors, ensure healthy stock levels, and improve distributor ROI.
Team Leadership & Development: Lead, coach, and monitor Sales Officers/Executives; conduct regular market visits, joint calls, and performance reviews.
Distribution Expansion: Increase distribution by adding new outlets, improving beat productivity, and strengthening route plans across GT/MT channels.
Trade Marketing Execution: Implement company schemes, promotions, and visibility drives; ensure proper in-store branding, displays, and planogram adherence.
Market Execution & Availability: Ensure product availability, correct pricing, and freshness across outlets; minimize stock-outs and expiries.
Secondary Sales & Reporting: Track secondary sales, distributor claims, and market data; prepare regular MIS reports and share insights with management.
Competition & Market Intelligence: Monitor competitor activities, pricing, schemes, and new launches; share actionable insights to support strategy.
Cross-Functional Coordination: Work closely with supply chain, marketing, finance, and HR teams to ensure smooth operations and timely issue resolution.
RequirementsRequirements
- FMCG / Beverages / Food & Drinks
- MBA/PGDM in Sales & Marketing preferred
- Minimum 5-7 years in an Area Sales Manager or equivalent role
- Strong leadership and team management capability
- Proven distributor and channel partner management skills
- Solid understanding of FMCG / Beverages sales dynamics
- Expertise in GT and MT sales execution
- Strong negotiation and conflict-resolution skills
- Target-driven with strong execution focus
- Ability to plan beats, routes, and outlet coverage effectively
- Good analytical skills with ability to read sales data and MIS reports
- Experience in handling primary & secondary sales
- Knowledge of trade schemes, visibility drives, and merchandising
- Market intelligence gathering and competitive analysis skills
- Effective communication and stakeholder management skills
- Problem-solving mindset with quick decision-making ability
- Time management and multitasking skills
- Comfortable with extensive fieldwork and travel
- Basic proficiency in MS Excel, CRM, or sales reporting tools
BenefitsBenefits
- Competitive salary as per industry standards
- Performance-based incentives and bonuses
- Travel allowance / reimbursement as per company policy
- Opportunity to work with a fast-growing beverage brand
- Exposure to large-scale distribution and market expansion projects
Skills Required
- Experience in FMCG, beverages, or food and drinks
- MBA or PGDM in Sales and Marketing
- Minimum 5–7 years of experience as an Area Sales Manager or in an equivalent role
- Strong leadership and team management capability
- Distributor and channel partner management experience
- Strong understanding of FMCG and beverage sales dynamics
- Experience with general trade and modern trade sales execution
- Strong negotiation and conflict-resolution skills
- Target-driven approach and strong execution focus
- Ability to plan beats, routes, and outlet coverage
- Analytical skills and ability to interpret sales data and MIS reports
- Experience handling primary and secondary sales
- Knowledge of trade schemes, visibility drives, and merchandising
- Market intelligence and competitive analysis skills
- Effective communication and stakeholder management skills
- Problem-solving and quick decision-making ability
- Time management and multitasking skills
- Willingness to perform extensive fieldwork and travel
- Basic proficiency in MS Excel, CRM, or sales reporting tools
What We Do
Brand Arbor Services and Retail LLP is a Mumbai-based food and beverage services partnership founded in 2010. It focuses on food franchising and hospitality, taking an entrepreneurial approach to developing and supporting franchise businesses. The company’s stated specialties include food and beverage, franchising, and hospitality, and it operates with a small team serving its retail and franchise-related activities.
