Area Sales Manager - Food & Beverages ( Institutional Sales )

East India Hospitality Services; Sonipat; On-site; INR 6,00,000 - 10,00,000; Full time

Job summary

A leading hospitality company in Sonipat is seeking an Area Sales Manager to drive regional sales operations and channel expansion in the Food & Beverage sector. The ideal candidate must have experience in achieving sales targets, a strong understanding of distribution networks, and excellent leadership skills. This role requires a Bachelor's degree in Business Administration, with an MBA preferred, and a willingness to travel extensively. Competitive compensation and performance incentives are offered.

Qualifications

• Proven track record of achieving sales targets in the Food & Beverage sector.
• Strong knowledge of distribution networks and retail dynamics.
• Willingness to travel extensively across assigned territories.

Responsibilities

• Develop and implement sales strategies to achieve targets.
• Appoint and manage distributors in the region.
• Conduct market visits to gather insights.
• Lead and mentor a team of sales officers.
• Prepare and present sales reports to management.

Skills

Channel sales expertise

Negotiation skills

Analytical mindset

Leadership qualities

Communication skills

Education

Bachelor's degree in Business Administration

MBA preferred

Tools

MS Excel

CRM tools

Job description

• We are seeking a dynamic and results-driven Area Sales Manager (ASM) with extensive experience in the Food and Beverage (F&B) industry to oversee regional sales operations, channel expansion, and revenue growth.
• The ideal candidate will have a deep understanding of F&B distribution channels, modern and general trade sales, and team leadership.The ASM will be responsible for driving business performance, establishing relationships with key distributors and retailers, implementing strategic sales plans, and ensuring consistent brand visibility across the assigned territory.

Key Responsibilities

• Develop and implement sales strategies to achieve monthly, quarterly, and annual sales targets.
• Identify new business opportunities and untapped markets within the assigned territory.
• Ensure execution of trade promotions, product visibility initiatives, and brand activation campaigns.
• Monitor and analyze sales performance metrics to identify areas for improvement.
• Drive the achievement of primary and secondary sales objectives.

2. Distribution & Channel Management

• Appoint, manage, and motivate distributors, dealers, and stockists in the assigned region.
• Ensure product availability and placement across key retail outlets, supermarkets, and HoReCa (Hotels, Restaurants & Cafes) channels.
• Optimize supply chain efficiency and maintain healthy inventory levels across distribution points.
• Work closely with logistics and supply chain teams to resolve issues related to stock, delivery, and product quality.

3. Market Intelligence & Business Development

• Conduct regular market visits to understand competitor activities, consumer behavior, and emerging trends.
• Provide actionable insights for new product development and pricing strategies.
• Collaborate with the marketing team to execute region‑specific marketing and promotional campaigns.
• Identify potential institutional clients (schools, hospitals, hotels, corporate canteens) and convert them into business opportunities.

4. Team Management & Leadership

• Lead, mentor, and train a team of Territory Sales Officers/Executives to achieve collective targets.
• Set clear goals, monitor performance, and provide continuous feedback and coaching.
• Foster a high‑performance sales culture built on teamwork, accountability, and customer focus.

5. Reporting & Analytics

• Prepare and present weekly and monthly sales reports to the Regional or Zonal Head.
• Analyze sales data, identify gaps, and formulate corrective action plans.
• Track ROI of marketing and trade promotion activities.

Required Skills & Competencies

• Proven track record of achieving sales targets in the Food & Beverage sector (FMCG preferred).
• Strong knowledge of channel sales, distribution networks, and retail dynamics.
• Excellent negotiation, communication, and presentation skills.
• Analytical mindset with proficiency in MS Excel, CRM tools, and sales reporting software.
• Ability to work under pressure and manage multiple priorities effectively.
• Leadership qualities with a passion for mentoring and developing teams.
• Willingness to travel extensively across assigned territories.

Educational Qualifications

• Bachelors degree in Business Administration, Marketing, or Commerce (MBA preferred).
• Certification or training in Sales Management or FMCG Distribution will be an added advantage.

Key Performance Indicators (KPIs)

• Achievement of monthly and quarterly sales targets.
• Growth in market share and numeric distribution.
• Distributor and retailer satisfaction score.
• Team productivity and target achievement rate.
• Reduction in overdue outstanding and stock discrepancies.