Area Sales Manager

Vrb Consumer Products; Ludhiana, Pune District, Jammu district; On-site; INR 1,400,000 - 2,200,000; Full time

Job summary

Vrb Consumer Products is hiring an Area Sales Manager (General Trade) to drive sales, expand distribution, and lead a field sales team across Pune, Ludhiana and J&K. The role reports to the RSM and focuses on strong market execution, availability, and visibility for beverage products.

The ideal candidate should have 8–15 years of FMCG sales experience, experience with distributors and GT channels, and proven leadership and negotiation skills.

Qualifications

• Graduate; MBA preferred but not mandatory.
• 8–15 years FMCG sales experience.
• Experience handling distributors, GT channels, and field teams.

Responsibilities

• Drive sales and distribution across General Trade channels.
• Achieve primary, secondary and tertiary sales targets for the area.
• Lead, train, and motivate field sales team including SO/SR/ASE.
• Implement trade promotions, displays, and market activations for visibility.
• Build strong relationships with retailers and distributors; negotiate visibility and activation.

Skills

Leadership

People management

Communication

Negotiation

GT distribution

Analytical thinking

Execution discipline

Excel dashboards

Education

MBA preferred

Tools

Excel

Reporting tools

Job description

Job Description: Area Sales Manager (General Trade)

Position: Area Sales Manager (ASM)
Location: Pune, Ludhiana & J &K.
Reports To: RSM

1. Role Overview:

The Area Sales Manager (GT) is responsible for driving sales, expanding distribution, leading the field sales team, and managing distributors across the assigned area for beverage products. The role ensures strong market execution, availability, visibility, and achievement of business objectives.

2. Key Responsibilities:

• Sales & Distribution Management
• Deliver primary, secondary, and tertiary sales targets for the area.
• Drive distribution expansion across General Trade channels.
• Ensure efficient stock planning, order generation, and market coverage.
• Monitor distributor ROI, infrastructure, manpower, and investments.
• Appoint and manage new distributors where required.

3. Team Leadership:

• Lead, train, and motivate SO, SR, and ASE.
• Conduct regular market coaching, beat audits, and performance reviews.
• Ensure team adherence to beat plans and sales processes.

4. Market Execution & Visibility:

• Implement trade promotions, schemes, and marketing activations.
• Improve product visibility through displays, planograms, POSM, and cooler/visi-cooler deployments.
• Ensure compliance on pricing, placement, and product freshness.

5. Retailer & Key Channel Management:

• Build strong relationships with top retailers, wholesalers, and large-format GT outlets.
• Negotiate visibility, branding, and activation opportunities.
• Resolve retailer and market issues promptly.

6. Skills & Competencies:

• Strong leadership & people management skills
• Excellent communication & negotiation abilities
• Deep understanding of GT distribution
• Analytical thinking and strong execution discipline
• Capable of handling high-pressure, field-intensive environments
• Proficiency in Excel, sales dashboards, and reporting tools

Qualifications & Experience:

• Graduate; MBA preferred but not mandatory.
• 8-15 years of FMCG sales experience.
• Experience handling distributors, GT channels, and field teams.