Area General Trade Sales Leader: Distributor Growth

PepsiCo Inc.; Indonesia; On-site; IDR 600,000,000 - 900,000,000; Full time

Job summary

PepsiCo Inc. is seeking an Area Sales Manager to lead distributor sales teams and drive Perfect Store execution in the General Trade channel across the Indonesian territory.

You will translate strategies into in-field actions, improve OSA, and expand outlet coverage through disciplined execution and capability building. You will collaborate with DDM, Trade Marketing, Supply Chain, and distributor teams to maximize market opportunities, monitor KPIs, and ensure timely, data-driven improvements.

Qualifications

• Bachelor's degree in Business, Marketing, Management or related discipline.
• 5+ years of FMCG sales experience with strong exposure to General Trade channels, preferably snacks categories.
• Proven experience leading distributor sales teams and managing field execution.
• Strong understanding of General Trade operations, route management, and distribution systems.
• Experience managing Perfect Store programs and execution KPIs.
• Strong analytical and problem-solving capabilities.
• Demonstrated experience in coaching, training, and developing sales teams.
• Strong leadership, negotiation, and stakeholder management skills.
• Willingness to travel extensively within the assigned area.

Responsibilities

• Drive Perfect Store implementation across all priority outlets within the territory.
• Ensure high standards of On-Shelf Availability (OSA), visibility, display quality, and planogram compliance.
• Monitor and reduce Out-of-Stock (OOS) occurrences through proactive field execution and distributor coordination.
• Execute national and local activation programs with excellence at the point of sale.
• Conduct regular market visits to assess execution quality and identify improvement opportunities.
• Ensure merchandising standards are consistently delivered across all assigned outlets.
• Track Perfect Store KPIs and implement corrective actions to close performance gaps.
• Expand Numeric Distribution (ND) and Active Outlet coverage across assigned territories.
• Increase penetration of priority SKUs and growth-driving products.
• Identify whitespace opportunities and execute outlet acquisition plans.
• Ensure optimum product availability across traditional trade channels.
• Drive distribution growth while maintaining productivity and cost effectiveness.
• Monitor distribution performance and collaborate with distributors to address gaps.
• Support execution of new product launches and distribution expansion initiatives.
• Manage distributor sales supervisors and sales representatives to maximize productivity.
• Improve strike rate, productive calls, route compliance, and calls per day.
• Establish clear performance expectations and KPI accountability.
• Conduct regular field coaching, joint visits, and performance reviews.
• Optimize territory coverage and route effectiveness.
• Ensure disciplined execution of daily sales fundamentals and sales processes.
• Leverage sales performance data to identify improvement opportunities and corrective actions.
• Deliver territory sales volume, revenue, and market share objectives.
• Drive sustainable growth through improved availability, distribution, and execution.
• Monitor market trends, competitor activities, and customer developments.
• Identify growth opportunities within assigned territories and key trade areas.
• Execute regional and national sales initiatives to achieve business targets.
• Support successful implementation of promotional and commercial programs.
• Ensure achievement of territory KPIs aligned with company objectives.

Skills

FMCG sales

Distributor leadership

General Trade

Perfect Store

Territory management

Sales analytics

Coaching skills

Negotiation

Travel ready

Education

Bachelor's degree in Business/Marketing/Management

Job description

PepsiCo Inc. is seeking an Area Sales Manager to lead distributor sales teams and drive Perfect Store execution in the General Trade channel across the Indonesian territory.

You will translate strategies into in-field actions, improve OSA, and expand outlet coverage through disciplined execution and capability building. You will collaborate with DDM, Trade Marketing, Supply Chain, and distributor teams to maximize market opportunities, monitor KPIs, and ensure timely, data-driven improvements.