Area Sales Manager(ASM)-Beverages- Lucknow

Unbore Foods Pvt. Ltd.; Lucknow; On-site; INR 800,000 - 1,200,000; Full time

Benefits offered by this job

Performance-based incentives

Travel allowance

Job summary

Unbore Foods Pvt. Ltd. in Lucknow seeks an Area Sales Manager (ASM) for its Beverages line to drive growth, expand distribution, and lead a field sales team.

You will manage distributors, plan beats and routes, and execute trade schemes to maximize visibility and availability across GT/MT channels.

The role demands strong leadership, analytical skills, and willingness to travel; MBA in Sales/Marketing and 5–7 years FMCG experience preferred.

Qualifications

• MBA/PGDM in Sales & Marketing preferred.
• Minimum 5–7 years in Area Sales Manager or equivalent.
• Strong leadership and distributor/channel partner management.
• GT/MT sales execution and aggressive market coverage expected.

Responsibilities

• Achieve sales targets through primary and secondary sales in the assigned area.
• Appoint and manage distributors, ensure stock and ROI.
• Lead, coach, and review field Sales Officers/Executives with market visits.
• Expand distribution, optimize beats/routes, and improve route plans.
• Execute trade marketing schemes, promotions, and in-store branding.
• Ensure product availability, pricing accuracy, and freshness across outlets.
• Track sales, distributor claims, and prepare MIS reports for management.
• Monitor competitors and supply market insights to shape strategy.
• Coordinate with supply chain, marketing, finance, and HR for smooth ops.

Skills

Leadership

Negotiation

Team management

Analytical skills

Communication

Field sales execution

Education

MBA/PGDM in Sales & Marketing

Tools

CRM

MS Excel

Job description

Area Sales Manager(ASM)-Beverages- Lucknow

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
• 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