The Area Sales Manager will be responsible for driving sales growth, managing trade relationships, and achieving business targets across the assigned territory.
The role focuses on developing and executing sales strategies across On-Trade and Off-Trade channels, strengthening relationships with distributors and trade partners, improving brand visibility, and ensuring effective execution of marketing and promotional activities.
The position requires strong sales planning, negotiation, analytical, and relationship management skills, along with experience in the liquor or consumer goods industry.
Develop and implement sales strategies and business plans for customers across the assigned territory.
Drive achievement of budgeted sales targets.
Identify business opportunities to improve sales performance and market penetration.
Manage sales activities across On-Trade and Off-Trade channels.
Ensure execution of the annual marketing and promotional calendar.
Drive product width of distribution and improve brand visibility across the territory.
Ensure effective implementation of promotional activities and brand positioning.
Work with the Customer Marketing team to customise and execute planned promotions and visibility initiatives.
Build and maintain strong business relationships with distributors, wholesalers, and trade partners.
Ensure appropriate product positioning, distribution, and visibility across the market.
Support trade partners in achieving sales and distribution objectives.
Manage distributor and wholesaler relationships to strengthen market presence.
Achieve sales, depletion, and market share objectives for all brands in the assigned territory.
Monitor stock norms at warehouse and depot levels.
Identify opportunities to improve product availability and market coverage.
Track territory performance and take corrective action where required.
Ensure timely processing and disposition of claims in accordance with approved budgets and company policies.
Monitor promotional expenditure and ensure compliance with budgetary provisions.
Coordinate with relevant internal teams to ensure smooth execution of commercial activities.
Develop long-term relationships with key trade partners and customers.
Support the effective execution of sales and marketing initiatives.
Coordinate with internal teams to improve brand presence and customer engagement.
Maintain strong communication with distributors, wholesalers, and On-Trade accounts.
8–12 years of proven experience in sales.
Experience in the liquor or consumer goods industry is preferred.
Experience managing distributors and wholesalers.
Experience managing On-Trade key accounts will be an added advantage.
Strong track record in sales execution, territory management, and customer relationship development.
Sales Strategy & Business Planning
Territory Sales Management
Distributor & Wholesaler Management
On-Trade & Off-Trade Sales
Trade Marketing & Promotions
Brand Visibility & Distribution
Sales Performance Analysis
Budget & Claims Management
Market Share & Depletion Tracking
Microsoft Excel
Microsoft PowerPoint
Microsoft Word
Business Reporting & Presentation
Negotiation Skills
Communication & Interpersonal Skills
Relationship Building
Planning & Analytical Skills
Numerical Aptitude
Presentation Skills
Customer Management
Commercial Acumen
Organisational Skills
Execution & Implementation
Resilience & Reliability
Ownership & Accountability
