Senior Area Sales Manager

Continental Biscuits Limited; Karachi Division; On-site; PKR 1,800,000 - 3,000,000; Full time

Job summary

Continental Biscuits Limited in Karachi is seeking a results-driven Area Sales Manager to drive monthly, quarterly, and annual sales targets. You will develop area business plans, ensure RTM implementation, manage distributors, and lead frontline sales teams to improve availability and execution.

You will coach field staff, analyze market performance, monitor competitors, and coordinate with Sales Ops, Supply Chain, and Finance to meet commercial KPIs. MBA preferred.

Qualifications

• Bachelor's degree in business administration, Marketing, Commerce, or a related discipline; MBA preferred.
• 4-6 years of relevant FMCG sales experience.
• Strong experience in distributor management, territory development, market execution, and frontline team leadership.
• Strong analytical, communication, negotiation, and people-management skills.

Responsibilities

• Deliver monthly, quarterly, and annual sales targets in line with company objectives, ensuring sustainable volume and value growth.
• Ensure adherence to corporate KPIs of sales, and respective channels.
• Develop and execute area business plans based on market potential, customer opportunities, distribution gaps, and competitive dynamics.
• Ensure effective Route-to-Market (RTM) implementation, including territory coverage, route planning, outlet penetration, and salesforce productivity.
• Manage distributor operations and ensure optimum stock availability, service levels, ROI, working capital, and commercial discipline.
• Drive execution excellence across the market through improved availability, visibility, assortment, merchandising, pricing, and promotional execution.
• Expand numeric and weighted distribution by identifying new outlets, towns, routes, and business opportunities.
• Regularly analyze sales and market performance to identify gaps and initiate timely corrective actions.
• Monitor competitor activities, market trends, pricing, and trade dynamics and provide actionable market insights.
• Lead, coach, and develop the frontline sales team through regular field visits, performance reviews, and capability-building initiatives.
• Ensure effective adoption and utilization of DMS and sales analytics for sales booking, planning, execution, and performance management.
• Coordinate with Sales Operations, Supply Chain, CP&A , Finance, and HR to ensure seamless execution of business priorities.
• Ensure compliance with company policies, processes, trade terms, and commercial guidelines.

Skills

FMCG sales

Distributor management

Territory development

Market execution

Frontline leadership

Analytical skills

Communication

Negotiation

People management

Education

Bachelor's degree in business administration/ Marketing/ Commerce

MBA preferred

Job description

• Deliver monthly, quarterly, and annual sales targets in line with company objectives, ensuring sustainable volume and value growth.
• Ensure adherence to corporate KPIs of sales, and respective channels.
• Develop and execute area business plans based on market potential, customer opportunities, distribution gaps, and competitive dynamics.
• Ensure effective Route-to-Market (RTM) implementation, including territory coverage, route planning, outlet penetration, and salesforce productivity.
• Manage distributor operations and ensure optimum stock availability, service levels, ROI, working capital, and commercial discipline.
• Drive execution excellence across the market through improved availability, visibility, assortment, merchandising, pricing, and promotional execution.
• Expand numeric and weighted distribution by identifying new outlets, towns, routes, and business opportunities.
• Regularly analyze sales and market performance to identify gaps and initiate timely corrective actions.
• Monitor competitor activities, market trends, pricing, and trade dynamics and provide actionable market insights.
• Lead, coach, and develop the frontline sales team through regular field visits, performance reviews, and capability-building initiatives.
• Ensure effective adoption and utilization of DMS and sales analytics for sales booking, planning, execution, and performance management.
• Coordinate with Sales Operations, Supply Chain, CP&A , Finance, and HR to ensure seamless execution of business priorities.
• Ensure compliance with company policies, processes, trade terms, and commercial guidelines.

Qualification & Experience

• Bachelor's degree in business administration, Marketing, Commerce, or a related discipline; MBA preferred.
• 4-6 years of relevant FMCG sales experience.
• Strong experience in distributor management, territory development, market execution, and frontline team leadership.
• Strong analytical, communication, negotiation, and people-management skills.