Wellbe Foods is a fast-growing healthy foods and snacks company focused on delivering nutritious, innovative, and high-quality products to consumers across India. We are seeking an experienced Area Sales Manager to drive sales growth, strengthen distribution, and expand our market presence.
Role Summary
The Area Sales Manager will be responsible for achieving sales targets, managing distributor networks, expanding retail coverage, and driving business growth across the assigned territory. The ideal candidate should have extensive experience in FMCG/Food sales, distributor management, General Trade, Modern Trade, and HORECA channels.
Key Responsibilities
Sales & Business Growth
- Achieve monthly, quarterly, and annual sales targets.
- Drive primary and secondary sales growth across the assigned area.
- Develop and execute territory-wise sales plans.
- Identify new business opportunities and expand market share.
Distributor Management
- Appoint and manage distributors and channel partners.
- Ensure healthy distributor ROI and business growth.
- Monitor stock availability and order fulfillment.
- Conduct regular distributor performance reviews.
Market Coverage & Expansion
- Increase outlet reach and product availability.
- Expand distribution in General Trade, Modern Trade, and HORECA channels.
- Execute market activation and promotional campaigns.
- Ensure visibility and merchandising standards across outlets.
Team Management
- Lead and guide Sales Officers, Territory Sales Executives, and Promoters.
- Conduct field visits and joint working.
- Monitor team productivity and performance KPIs.
- Coach and develop team members to achieve business objectives.
Key Account Management
- Manage relationships with regional retail chains, supermarkets, and key customers.
- Support Modern Trade and institutional business development.
- Negotiate trade terms and execute business plans with key accounts.
Sales Operations & Reporting
- Track sales performance and market trends.
- Monitor competitor activities, pricing, and promotions.
- Ensure timely collections and receivables management.
- Submit periodic sales reports, forecasts, and business reviews.
Desired Candidate Profile
Education
- Bachelor's Degree in any discipline.
- MBA in Sales/Marketing preferred.
Experience
- 10+ years of experience in FMCG, Food & Beverage, or Packaged Foods sales.
- Strong experience in General Trade and Distributor Management.
- Proven track record of delivering sales growth and market expansion.
- Experience handling multiple territories and large sales teams.
Skills Required
- FMCG Sales Management
- Distributor & Channel Management
- General Trade & Modern Trade
- HORECA Sales
- Team Leadership
- Territory Development
- Business Planning & Forecasting
- Negotiation & Relationship Management
- Sales Analytics & MIS
- Revenue Growth & Market Expansion
Key Performance Indicators (KPIs)
- Sales Target Achievement
- Secondary Sales Growth
- Distribution Expansion
- New Outlet Addition
- Collection Efficiency
- Market Share Growth
- Team Productivity
- Distributor ROI & Performance
- Visibility & Merchandising Compliance.
Work location : Hyderabad