Area Sales Manager

sarmllight; Moradabad; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

SARML Lighting Private Limited is seeking an Area Sales Manager for Lighting to lead General Trade across an assigned area in Uttar Pradesh. You will manage a team of sales executives, drive revenue targets, and strengthen distributor relationships to ensure sustainable growth.

The role requires 7–8 years of sales experience, graduation in any discipline, and a proven track record in channel management and GT execution.

Qualifications

• Experience: 7 to 8 years in field sales, preferably in Lighting or consumer electronics.
• Strong channel relationship management and dealer/distributor handling.
• Proven ability to execute GTM strategies, schemes, and pricing at area level.

Responsibilities

• Deliver area level primary and secondary revenue targets and maintain the monthly sales plan.
• Lead, manage, and coach a team of sales executives; conduct ride-alongs and reviews.
• Build and deepen relationships with distributors, super stockists, and dealers in the area.
• Execute go-to-market strategies including new product launches and price changes.
• Monitor distributor health, inventory, claims, and ROI to satisfy partners.
• Maintain credit discipline: oversee collections and set credit limits.
• Identify new territory white spaces and expand the dealer/distributor network.
• Track competition, pricing, and market trends; report to state head.
• Oversee recruitment and onboarding of sales executives with HR support.
• Achieve dealer and relationship quality metrics as per sales incentives.

Skills

Team leadership

Channel management

Distributor handling

Area P&L thinking

Education

Graduate (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.