Area Sales Manager(ASM)

Silver Leaf Tea; Mumbai; On-site; INR 1,400,000 - 2,100,000; Full time

Job summary

Silver Leaf Tea is seeking an Area Sales Manager to drive distributor-led institutional and volume sales across semi-organised and unorganised channels. The role focuses on appointing Horeca distributors, building distributor infrastructure, and ensuring that converted accounts translate to on-ground sales, with strong emphasis on coverage, activation, and throughput.

You will lead a field sales team, manage distributor performance, and achieve monthly volume and value targets through

Qualifications

• Experience in distributor-led sales across FMCG channels.
• Strong exposure to General Trade / Institutional.
• Experience handling sales teams on ground.
• Comfortable with aggressive targets and execution.

Responsibilities

• Develop distributor sales team.
• Appoint, manage, and drive distributor performance.
• Generate volume & value through distributors in line with plans.
• Lead and manage Sales Executives.
• Ensure secondary sales, visibility, and activations.
• Roll out converted key accounts across multiple branches and locations.
• Execute KAM-converted accounts on ground.
• Manage distributor stock, schemes, and rotations.
• Achieve monthly volume & value targets.

Skills

Distributor management

Volume growth

Team leadership

Field execution

Market intelligence

Competitive tracking

Institutional buying

Demos & trials

Job description

ROLE SUMMARY:

Designation: Area Sales Manager(ASM),OOH/Institutional&Distributor Sales

Reporting To: National Sales Manager (NSM)

Role Summary: The Area Sales Manager (ASM) is a volume-driven execution role responsible for distributor-led institutional sales across semi-organised and unorganised channels. Appointing HORECA Distributor, Creating Distributor Infrastructure. This role is about coverage, billing, activation, and throughput. The ASM ensures that once an account is converted (directly or by KAM), sales actually happen on the ground.

Key Channels Covered

• Street HORECA (hotels, Cafes, Bakeries, Small Restaurants)
• Top 10 Key account from assigned channels
• Caterers- Specially Wedding Large Caterers
• Factory & Warehouse Canteens
• EducationalInstitution Canteens
• Hospital & Healthcare Canteens
• Semi-organised QSRs (Indian)
• Local Offices & Commercial Establishments
• Vending channel- For Tea Bags
• Amusement Parks/ Zoo

Key Responsibilities(KRAs)

• Develop distributor sales Team
• Appoint, manage, and drive distributor performance
• Generate volume& value through distributors in time with plans
• Lead and manage Sales Executives
• Ensuresecondarysales, visibility,andactivations
• Roll out converted key accounts across:
  • Multiple branches
  • Multiple locations
• Execute KAM-converted accounts on ground
• Manage distributor stock, schemes, and rotations
• Achieve monthly volume & value targets

Industries & Product Categories

Ideal candidates should come from high-volume, distributor-driven businesses:

Industries

• FMCG (Food & Beverage)
• Tea / Coffee Companies
• Premix / Beverage Concentrates
• Institutional FMCG
• Vending Consumables

Product Categories

• Tea, Coffee, Premixes
• Institutional food products
• Vending supplies
• Commoditised FMCG sold via distributors

Experience Profile

• 5 to 10 years of distributor-led sales experience
• Strong exposure to GeneralTrade /Institutional
• Experience handling salesteams on ground
• Comfortable with aggressive targets & execution

Non-Negotiable Skills (Must-Have)

• Strong distributor management skills
• Ability to drive volume & billing
• Team handling & field execution capability
• Marketintelligence & competitive tracking
• Hustler mindset with high field involvement
• Basic understanding of institutional buying behavior
• Team Management
• Skills to organise Physical Demos & Trials