Area Sales Manager ASM -Beverages

Unbore Foods; India; On-site; INR 900,000 - 1,500,000; Full time

Benefits offered by this job

Competitive salary

Incentives/bonuses

Travel allowance

Growth opportunities

Job summary

Unbore Foods in India is seeking an Area Sales Manager to drive growth and expand distribution across the region. You will lead a field sales team, manage distributors, and execute strategic sales plans in fast-moving beverage categories.

The role requires strong leadership, channel management, and hands-on execution with travel across the assigned area. Join a fast-growing challenger brand shaping its identity and market reach.

Qualifications

• MBA/PGDM in Sales & Marketing preferred.
• Minimum 5-7 years in an Area Sales Manager or equivalent role.
• Strong leadership and team management capability.
• Proven distributor and channel partner management skills.
• Solid understanding of FMCG/Beverages sales dynamics.

Responsibilities

• Drive primary and secondary sales to meet monthly and quarterly targets across the assigned area.
• Appoint and manage distributors; ensure stock levels and distributor ROI.
• Lead, coach, and monitor Sales Officers/Executives; conduct market visits and reviews.
• Expand distribution by adding outlets; optimize beat plans across GT/MT channels.
• Implement trade schemes, promotions, and visibility drives; ensure in-store branding and planogram adherence.
• Ensure product availability, correct pricing, and freshness across outlets; minimize stock-outs.

Skills

Leadership

Distributor management

Channel management

Negotiation

Sales execution

Analytical skills

MS Excel

Communication

Education

MBA/PGDM in Sales & Marketing

Tools

CRM software

Sales reporting tools

Route planning tools

Job description

Job Description:

About the Company

We are building a next-generation beverage brand rooted in great taste, clean ingredients, and a bold, youth-first attitude. Our vision is to create mass-market products with modern appeal and strong cultural relevance.

This is an opportunity to join a fast-growing challenger brand and play a key role in shaping its identity, voice, and growth journey.

Role Summary

The Area Sales Manager (ASM) will be responsible for driving sales growth, expanding distribution, managing channel partners, and leading a field sales team within the assigned area. This role requires strong execution capability, distributor management skills, and deep understanding of the FMCG/beverages market.

Key Responsibilities

• Achieve Sales Targets: Drive primary and secondary sales to meet or exceed monthly and quarterly volume and value targets across the assigned area.

• Distributor Management: Appoint new distributors where required, manage existing distributors, ensure healthy stock levels, and improve distributor ROI.

• Team Leadership & Development: Lead, coach, and monitor Sales Officers/Executives; conduct regular market visits, joint calls, and performance reviews.

• Distribution Expansion: Increase distribution by adding new outlets, improving beat productivity, and strengthening route plans across GT/MT channels.

• Trade Marketing Execution: Implement company schemes, promotions, and visibility drives; ensure proper in-store branding, displays, and planogram adherence.

• Market Execution & Availability: Ensure product availability, correct pricing, and freshness across outlets; minimize stock-outs and expiries.

• Secondary Sales & Reporting: Track secondary sales, distributor claims, and market data; prepare regular MIS reports and share insights with management.

• Competition & Market Intelligence: Monitor competitor activities, pricing, schemes, and new launches; share actionable insights to support strategy.

• Cross-Functional Coordination: Work closely with supply chain, marketing, finance, and HR teams to ensure smooth operations and timely issue resolution.

Requirements

• FMCG / Beverages / Food & Drinks
• MBA/PGDM in Sales & Marketing preferred
• Minimum 5-7 years in an Area Sales Manager or equivalent role
• Strong leadership and team management capability
• Proven distributor and channel partner management skills
• Solid understanding of FMCG / Beverages sales dynamics
• Expertise in GT and MT sales execution
• Strong negotiation and conflict-resolution skills
• Target-driven with strong execution focus
• Ability to plan beats, routes, and outlet coverage effectively
• Good analytical skills with ability to read sales data and MIS reports
• Experience in handling primary & secondary sales
• Knowledge of trade schemes, visibility drives, and merchandising
• Market intelligence gathering and competitive analysis skills
• Effective communication and stakeholder management skills
• Problem-solving mindset with quick decision-making ability
• Time management and multitasking skills
• Comfortable with extensive fieldwork and travel
• Basic proficiency in MS Excel, CRM, or sales reporting tools

Benefits

• Competitive salary as per industry standards
• Performance-based incentives and bonuses
• Travel allowance / reimbursement as per company policy
• Opportunity to work with a fast-growing beverage brand
• Exposure to large-scale distribution and market expansion projects

Requirements: