ASM- Bangalore

Yugn HR; Bengaluru; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Yugn HR in Bengaluru is seeking an Area Sales Manager (ASM) to lead General Trade sales across Bangalore and surrounding markets. The role requires ownership of sales delivery, distributor management, market expansion, execution excellence, and team capability building in the Personal Care category.

The ideal candidate should bring 4–8 years of FMCG sales experience, strong leadership, analytical abilities, and a proven track record in distributor management and in-store execution within the

Qualifications

• 4-8 years of relevant FMCG sales experience in a managerial role.
• Strong experience in General Trade and Distributor Management.
• Experience in Personal Care category is required.

Responsibilities

• Deliver primary and secondary sales targets for the Bangalore territory.
• Develop monthly, quarterly, and annual business plans aligned with regional goals.
• Drive category growth across key food segments including cereals, snacks, baking, and convenience foods.
• Ensure achievement of volume, value, market share, and distribution KPIs.
• Appoint, evaluate, and manage distributors to strengthen route-to-market efficiency.
• Monitor distributor ROI, inventory health, service levels, and working capital.
• Improve market servicing frequency and outlet productivity.
• Ensure optimum stock availability and reduce stock-outs.
• Identify whitespace opportunities across Bangalore urban and semi-urban markets.
• Increase numeric and weighted distribution.
• Drive execution excellence across outlet coverage, assortment expansion, visibility, merchandising, and promotional deployment.

Skills

FMCG sales

General Trade

Distributor management

Personal Care

Team leadership

Education

Graduate/MBA preferred

Sales/Marketing/Business Management

Job description

Job Description - Area Sales Manager (ASM)

Location: Bangalore, Karnataka

Function: Sales - General Trade (Personal Care)

Industry: FMCG

Reporting To: Regional Sales Manager(RSM)

Team Handling: SO/SSO/ASE

About the Role

We are looking for a high-performing Area Sales Manager (ASM) to drive business growth in the Personal care category across Bangalore and surrounding markets. The role requires ownership of sales delivery, distributor management, market expansion, execution excellence, and team capability building in General Trade channels.

The ideal candidate should bring strong FMCG sales expertise, analytical capability, and leadership skills to accelerate market share growth in a highly competitive environment.

Qualification & Experience

Mandatory Qualification

• Graduate/ MBA Prefer
• Specialization in Sales / Marketing / Business Management preferred

Experience

• 4-8 years of relevant FMCG sales experience on managerial role.
• Strong experience in General Trade and Distributor Management
• Personal Care category experience is required

Key Stakeholders

Internal

• Regional Sales Manager
• Category / Marketing Team
• Supply Chain & Demand Planning
• Finance
• Sales Operations
• HR

External

• Distributors
• Wholesalers
• Retailers
• Key General Trade Accounts
• Merchandising Partners

Key Responsibilities

1. Drive Sales & Business Delivery
   • Deliver primary and secondary sales targets for the Bangalore territory.
   • Develop monthly, quarterly, and annual business plans aligned with regional goals.
   • Drive category growth across key food segments including cereals, snacks, baking, and convenience foods.
   • Ensure achievement of volume, value, market share, and distribution KPIs.

1. Distributor & Channel Management
   • Appoint, evaluate, and manage distributors to strengthen route-to-market efficiency.
   • Monitor distributor ROI, inventory health, service levels, and working capital.
   • Improve market servicing frequency and outlet productivity.
   • Ensure optimum stock availability and reduce stock-outs.

1. Market Expansion & Execution
   • Identify whitespace opportunities across Bangalore urban and semi-urban markets.
   • Increase numeric and weighted distribution.
   • Drive execution excellence across:
     • Outlet coverage
     • Assortment expansion
     • Visibility
     • Merchandising
     • Promotional deployment
   • Ensure superior in-store execution against competition.

1. Sales Operations & Planning
   • Build demand forecasts in collaboration with supply chain and planning teams.
   • Track SKU-wise performance and recommend corrective actions.
   • Drive S&OP alignment to minimize inventory gaps.
   • Monitor sales dashboards and take corrective actions based on trends.

1. Trade Promotions & Activation
   • Plan and execute trade schemes, retailer incentives, and local market activations.
   • Evaluate promotion effectiveness and ROI.
   • Ensure flawless implementation of consumer offers and visibility campaigns.
   • Work closely with marketing on category-building initiatives.

1. Team Leadership
   • Lead and coach Sales Officers/ ASE for high performance.
   • Conduct regular market visits and field coaching.
   • Set KRAs and performance expectations.
   • Build a strong execution-driven sales culture.

1. Reporting & Analytics

Track and review:

• • Sales achievement vs target
  • Beat productivity
  • Outlet coverage
  • SKU mix
  • Secondary sales growth
  • Distribution metrics
  • Competition activity

Prepare business reviews and present action plans to regional leadership.

Required Competencies

• • Strong commercial acumen
  • Distributor management expertise
  • Negotiation & influencing skills
  • Market execution excellence
  • Analytical problem solving
  • Business planning
  • Team leadership
  • Communication & stakeholder management
  • Data-driven decision making