Area Sales Manager - Lahore

hrsi; Lahore; On-site; PKR 1,800,000 - 3,000,000; Full time

Job summary

HRSI is assisting a leading FMCG and distribution company in Pakistan to fill a high-impact Area Sales Manager role. Based in Lahore and Gujranwala, you will drive sales targets through distributors and across trade channels.

You will lead the Territory Sales Executives, manage ROI, inventory norms, pricing, and promotions, and expand outlet base while ensuring activation and market coverage in Karachi-area accounts.

Qualifications

• 8–12 years of FMCG sales experience with at least 3 years in a leadership role (Area Sales Manager or equivalent).
• Experience across general trade, wholesale and modern trade including listing, activation and execution.

Responsibilities

• Deliver area sales targets for volume, value, distribution and display.
• Manage distributor operations: ROI, profitability, inventory norms, credit control and recovery.

Skills

FMCG sales

Distributor management

Team leadership

Trade channels

MS Excel

Sales reporting

Education

Bachelor's degree

Tools

Sales automation software

Job description

HRSI is currently leading an executive search on behalf of one of Pakistan's leading FMCG and distribution companies.

These are full-time, on-site positionsbased in Lahore & Gujranwala, providing the chance to work with a market leader while contributing to its continued growth and success.

Job Purpose:

Responsible for delivering sales, distribution, and in-store execution objectives across the assigned Karachi area through effective distributor management, route-to-market execution, and leadership of the territory sales team.

Key Responsibilities:

• Deliver assigned area targets for sales volume, value, distribution, and display, in line withregional business objectives.
• Manage distributor operations, including ROI and profitability, infrastructure, claims, inventorynorms, and credit control with timely recovery as per agreed norms.
• Monitor sell-in versus sell-out by distributor, including stock cover, inventory days, and pendingorders.
• Verify distributor warehouse stock, including physical versus system stock reconciliation andstorage conditions.
• Track and correct SKU-wise out of stock at both distributor and outlet level.
• Ensure listing and induction of new SKUs across all accounts and channels operating within theassigned area.
• Review activation and outlet productivity brand wise, TSE wise, and order booker wise, and act onidentified gaps.
• Drive route-to-market effectiveness through active coverage, outlet base expansion, productivity,journey plan adherence, and execution of winning order booking plans.
• Lead, coach, and monitor the assigned Territory Sales Executive team, including target setting,capability building, and performance review.
• Ensure in-market execution of trade programs, promotions, display and visibility standards, POSMdeployment, and pricing compliance.
• Conduct regular market visits, monitor competitor activity and market trends, and share actionablefield insights with the regional sales team.
• Maintain accurate and verifiable sales reporting, ensure disciplined use of sales automation andreporting tools, and comply with applicable HSE and quality management requirements.

Experience & Qualifications:

• 8–12 years of FMCG sales experience, including a minimum of 3 years in an Area Sales Manageror equivalent team-leading role.
• Proven exposure across all trade channels – general trade, wholesale, and modern trade(IMT/LMT) – including listing, activation, and execution across accounts.
• Strong distributor management background covering ROI and profitability, infrastructure, inventorynorms, credit control, and recovery.
• Demonstrated experience leading a field sales team of Territory Sales Executives and orderbookers.
• Bachelor's degree required; Master's/MBA preferred.
• Working knowledge of sales automation and reporting systems, and MS Excel.
• Market understanding and trade relationships in Karachi and the surrounding territories.