Area Sales Manager - General Trade - FMCG

Position Details:

Designation: Area Sales Manager (ASM) - General Trade (GT)

Location: Chennai (Covering Chennai & Upcountry)

Experience: 15-20 Years

Qualification: Minimum Graduate (Regular)

Industry: FMCG - OTC / Personal Care

Key Responsibilities:

- Drive primary and secondary sales across Chennai and Upcountry markets to achieve monthly, quarterly, and annual sales targets.

- Lead, coach, and motivate a team of 45 on-roll Sales Executives to maximize productivity and market coverage.

- Appoint, develop, and manage distributors to ensure efficient distribution and market expansion.

- Increase numeric and weighted distribution by strengthening retailer and wholesaler networks.

- Prepare and execute beat plans, market visit schedules, and sales strategies to improve outlet coverage.

- Monitor sales performance, distributor stock levels, secondary sales, and inventory to avoid stock-outs.

- Ensure effective implementation of trade schemes, promotional activities, visibility initiatives, and merchandising standards.

- Build and maintain strong relationships with distributors, key retailers, wholesalers, and other trade partners.

- Identify new business opportunities and expand market presence in assigned territories.

- Analyze market trends, competitor activities, pricing, and customer feedback, and recommend appropriate action plans.

- Monitor collections, credit control, and distributor financial health to ensure smooth business operations.

- Review team performance regularly and provide training, coaching, and performance feedback.

- Prepare sales reports, forecasts, and business reviews for management.

- Ensure compliance with company policies, sales processes, and reporting systems.

- Coordinate with Supply Chain, Marketing, Finance, and Customer Service teams to ensure seamless execution and customer satisfaction.

Candidate Requirements:

- 15-20 years of experience in FMCG Sales (OTC/Personal Care preferred)

- Strong experience in General Trade (GT) channel

- Proven team handling and distributor management experience

- Must be a local candidate from Chennai

- Excellent leadership, planning, and execution skills