Area Sales Manager(ASM)-Beverages

This is an opportunity to join a fast\-growing challenger brand and play a key role in shaping its identity, voice, and growth journey.
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Role Summary<\/span>
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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.<\/span>
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Key Responsibilities<\/span>
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• Achieve Sales Targets:<\/span><\/b> Drive primary and secondary sales to meet or exceed monthly and quarterly volume and value targets across the assigned area.<\/span>
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• Distributor Management:<\/span><\/b> Appoint new distributors where required, manage existing distributors, ensure healthy stock levels, and improve distributor ROI.<\/span>
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• Team Leadership & Development:<\/span><\/b> Lead, coach, and monitor Sales Officers/Executives; conduct regular market visits, joint calls, and performance reviews.<\/span>
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• Distribution Expansion:<\/span><\/b> Increase distribution by adding new outlets, improving beat productivity, and strengthening route plans across GT/MT channels.<\/span>
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• Trade Marketing Execution:<\/span><\/b> Implement company schemes, promotions, and visibility drives; ensure proper in\-store branding, displays, and planogram adherence.<\/span>
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• Market Execution & Availability:<\/span><\/b> Ensure product availability, correct pricing, and freshness across outlets; minimize stock\-outs and expiries.<\/span>
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• Secondary Sales & Reporting:<\/span><\/b> Track secondary sales, distributor claims, and market data; prepare regular MIS reports and share insights with management.<\/span>
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• Competition & Market Intelligence:<\/span><\/b> Monitor competitor activities, pricing, schemes, and new launches; share actionable insights to support strategy.<\/span>
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• Cross\-Functional Coordination:<\/span><\/b> Work closely with supply chain, marketing, finance, and HR teams to ensure smooth operations and timely issue resolution.<\/span>
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  Requirements<\/h3>

  • FMCG / Beverages / Food & Drinks
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  • MBA/PGDM in Sales & Marketing preferred
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  • Minimum 5\-7 years in an Area Sales Manager or equivalent role
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  • Strong leadership and team management capability
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  • Proven distributor and channel partner management skills
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  • Solid understanding of FMCG / Beverages sales dynamics
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  • Expertise in GT and MT sales execution
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  • Strong negotiation and conflict\-resolution skills
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  • Target\-driven with strong execution focus
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  • Ability to plan beats, routes, and outlet coverage effectively
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  • Good analytical skills with ability to read sales data and MIS reports
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  • Experience in handling primary & secondary sales
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  • Knowledge of trade schemes, visibility drives, and merchandising
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  • Market intelligence gathering and competitive analysis skills
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  • Effective communication and stakeholder management skills
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  • Problem\-solving mindset with quick decision\-making ability
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  • Time management and multitasking skills
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  • Comfortable with extensive fieldwork and travel
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  • Basic proficiency in MS Excel, CRM, or sales reporting tools
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    Benefits<\/h3>

    • Competitive salary as per industry standards
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    • Performance\-based incentives and bonuses
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    • Travel allowance / reimbursement as per company policy
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    • Opportunity to work with a fast\-growing beverage brand
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    • Exposure to large\-scale distribution and market expansion projects<\/span>
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