Area Sales Manager

Keylabsintelli; India; On-site; INR 600,000 - 900,000; Full time

Job summary

Keylabsintelli in India is seeking a Sales Officer / Area Sales Manager to drive confectionery sales growth and expand distribution across urban and rural markets. You will build strong distributor and retailer relationships, implement business plans, and monitor market performance to meet targets.

The role requires 4–7 years in Food & FMCG sales, with hands-on wholesale distribution experience, and excellent Excel/reporting skills. Multilingual communication (local, English, Hindi) is essential.

Qualifications

• Bachelor’s degree in Business, Marketing, or related field.
• MBA in Sales & Marketing is an added advantage.
• 4–7 years of relevant Food & FMCG sales experience, preferably confectionery/snacks/beverages.

Responsibilities

• Identify and appoint new distributors and sub-stockists to improve distribution reach in underpenetrated areas.
• Drive numeric and weighted distribution targets across urban and rural markets.
• Ensure distributor is financially sound, has infrastructure and compliance with legal requirements.
• Expand width by increasing the number of customers stocking SKUs.
• Increase depth by increasing the number of SKUs per customer.
• Monitor SKU-wise availability and push movement of new and strategic products.
• Achieve monthly, quarterly, and annual primary and secondary sales targets.
• Track distributor and beat performance and take corrective actions.
• Train and support field sales representatives to enhance retail engagement and sell-through.
• Gather and report competitor activities, pricing, launches, and trade feedback.
• Identify market trends and consumer insights to support sales strategies.

Skills

Leadership

Communication

Negotiation

Relationship-building

MS Excel

Reporting tools

Education

Bachelor’s degree in Business/Marketing or related field

MBA in Sales & Marketing (advantage)

Tools

MS Excel

Reporting tools

Job description

The Sales Officer / Area Sales Manager will be responsible for driving sales growth, expanding distribution networks, and improving market penetration for the company’s confectionery products in the assigned territory. The role requires building and managing strong relationships with distributors, retailers, and field sales staff to increase the width (range of outlets selling the brand) and depth (number of SKUs per outlet) of product availability. The Sales Officer / ASM will execute business plans, monitor market performance, and ensure consistent achievement of sales targets and visibility goals.

Key Responsibilities:

Identify and appoint new distributors and sub-stockists to improve distribution reach in underpenetrated areas.

Drive numeric and weighted distribution targets across urban and rural markets.

Ensure distributor is of sound financial worthiness, has infrastructure and compliance with legal requirements.

2. Width & Depth of Distribution:

Expand the width by increasing the number of customers stocking company SKUs.

Improve depth by increasing the number of SKUs placed per customer based on product segmentation.

Monitor SKU-wise availability and push movement of new and strategic products.

Achieve monthly, quarterly, and annual primary and secondary sales targets.

Monitor beat-wise and distributor-wise performance and take corrective actions where required.

Track and drive customer-level sales productivity and performance metrics.

Conduct regular market visits to ensure availability, visibility, and freshness of products.

Implement trade schemes, promotions, and merchandising activities effectively.

Train and support field sales representatives (TSIs/PSRs) to enhance retail engagement and sell-through.

Gather and report competitor activities, pricing, new launches, and trade feedback.

Identify market trends and consumer insights to support sales strategies.

6. Reporting & MIS:

Maintain accurate and timely sales data, distributor claims, and territory performance reports.

Use sales dashboards and tools to drive data-based decisions and actions.

Required Qualifications & Experience:

Bachelor’s degree in Business, Marketing, or related field. MBA Sales & Marketing is added advantage.

4–7 years of relevant Food & FMCG sales experience, preferably in the confectionery/snacks/beverages sector.

Current job must be in Confectionery business for 2-3 years and hands on experience in appointing wholesale distributors.

Proven track record in distribution expansion and field sales management.

Experience in managing rural and urban distribution networks.

Strong leadership and team management abilities.

Deep understanding of Confectionery / FMCG channel dynamics (GT/MT/rural trade).

Excellent communication, negotiation, and relationship-building skills.

Language proficiency in Local, English and Hindi languages is a must.

Data-driven approach with hands-on experience in MS Excel and reporting tools.

High energy, self-motivated, and r

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