Area Sales Manager

sarmllighting; Azamgarh; On-site; INR 900,000 - 1,300,000; Full time

Benefits offered by this job

Fixed pay + quarterly variable pay

Career progression opportunities

Job summary

SARML Lighting Private Limited in India seeks an Area Sales Manager for Lighting to lead General Trade across an assigned area. You will guide a team of sales executives, manage distributors, and drive revenue growth with disciplined channel engagement.

The role requires 7–8 years in lighting or related sectors, graduation, and hands-on go-to-market execution, scheme design, and credit discipline. Growth opportunities exist across the regional leadership track.

Qualifications

• Experience in Lighting or consumer electronics distribution.
• Strong leadership and channel management skills.
• Experience in go-to-market strategies, schemes and retail execution.

Responsibilities

• Deliver area level primary and secondary revenue targets. Own the monthly sales plan and forecast.
• Lead, manage and develop a team of sales executives through reviews, ride-alongs and coaching.
• Build deep relationships with distributors, super stockists and dealers in the area.
• Execute go-to-market strategies including new product launches, schemes and price changes at the area level.
• Manage distributor health: monitor inventory, claims, ROI and settlements.
• Maintain strong credit discipline: oversee collections and set credit limits.
• Identify new territory white spaces and expand the dealer/distributor network.
• Track competition and market trends and report to state head.
• Recruit and onboard sales executives in coordination with HR.

Skills

Team leadership

Channel management

Distributor handling

Area P&L thinking

Sales planning

Education

Graduation (any Discipline)

Job description

About the job

Area Sales Manager Lighting

Area Leadership | General Trade

Function: Sales - General Trade

Division: Lighting

Experience: 7 to 8 Years

Education: Graduation (any Discipline)

Reporting: State head/ RSM

About SARML

SARML Lighting Private Limited is a Mainpuri U.P. Headquartered Fast Moving Electricals Goods (FMEG) company operating across two high growth categories: Lighting & Home Appliances. SARML is in an active growth acceleration phase, with a new category launches underway and a national footprint being rapidly built across India. We are building a founder led performance first sales culture with strong channel relationship, disciplined execution and a long term orientation toward market share leadership in electricals.

Roles Purpose

The Area Sales Manager owns the sales performance and channel health of SARML'S Lighting Business across an assigned area (typically 3 to 6 Districts). The ASM leads a teams of Sales Executives, manages key accounts and distributors, drives scheme adoption and ensure the business grows sustainably through strong channel engagement and credit Discipline.

Key Responsibilities

• Deliver area level primary and secondary revenue targets. Own the monthly sales plan and forecast.
• Lead manage and develop a team of sales executive through structured reviews, ride - alongs and coaching.
• Build a deepen relationships with key distributors, super stockists and influential dealers in the area.
• Execute go - to market strategies including new product launches schemes and price changes at the area level.
• Manage distributor health: moniter inventory level, claim settlements and ROI to ensure partner satisfaction.
• Maintain strong credit Discipline - oversee collections, set credit limits and resolve outstanding disputes.
• Identify new territory white spaces and drive systematic expension of the dealer/distributor network.
• Track and report competition movement pricing intelligence and market trends to the state head.
• Own the recruitment and onboarding of sales executives in cordination with the HR team.
• Achieve dealers and relationship quality matrics as defined in the sales incentive framework.

Funtional Competencies

• Channel Management
• Team Management and Coaching
• Credit and collection Management
• Key account Management
• Scheme design Understanding
• Comptetion intelligence
• Go to market execution
• Customer retention
• Forecasting and reporting
• Distributor ROI Management
• New Product launches execution

Experience & Background

Industry preference - Lighting, home Alliances.

Key Skills: team leadership, channel Management, distributor handling, area P & L thinking.

What SARML Offers

• Attractive Salary Structure: fixed pay & quarterly variables pay.
• Manage a meaningful area from Day 1 not a shadow or support role.
• Career pathway to state head / Regional Manager within 2 - 3 years for a strong performer.
• Exposure to a fast growing, founder led company with multi category ambition across Lighting and home Alliances.