Area Sales Manager (ASM) - State Owner (Primary + Secondary)

Job Title

Area Sales Manager (ASM) – State Owner (Primary + Secondary)

Department

Sales

Reporting To

Zonal Head / Head of Sales

Location

State-level role (Extensive field travel)

Employment Type

Full-Time

Role Objective

Own and drive the complete state-level growth engine by managing Primary (Company → Distributor) and Secondary (Distributor → Market) sales with a strong execution focus on C/D/E-category retail outlets , while scaling Wholesale, HoReCa, and Institutional channels.

This role carries end-to-end accountability for distributor lifecycle, revenue, collections, field productivity, execution metrics, and contribution .

Key Responsibilities

A. State Business Ownership (Primary + Secondary)

• Own full-state Primary & Secondary sales targets with sustainable month-on-month growth (no artificial primary loading).
  

• Build and execute state business plan : district/town prioritization, distributor network design, coverage model, and channel mix.
  

• Cascade targets into TL/FOS-level goals and drive execution through weekly performance cadence.
  

B. Distributor Lifecycle Ownership (Onboard → Maintain → Deboard)

Onboarding

• Appoint and ramp distributors across the state (target 50–60 distributors or as per state map).
  

• Finalize distributor terms: territory, margins, credit limits, dispatch SLAs, claims/returns, and reporting compliance.
  

• Ensure distributor readiness: infrastructure, delivery capability, salesman strength, working capital, data reporting.
  

Maintenance & Governance

• Conduct weekly/monthly distributor reviews covering: primary, secondary, stock, fill rate, ageing, returns, claims, overdue.
  

• Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
  

• Maintain healthy stock norms: prevent stock-outs and dead stock.
  

Deboarding

• Identify non-performing/non-compliant distributors and execute clean deboarding with settlement, stock liquidation, and territory transition.
  

C. C/D/E Category Retail Expansion (Core Focus)

• Drive aggressive distribution and repeat sales in C/D/E retail outlets (kirana, theke + chakna counters, small impulse outlets).
  

• Implement structured beat planning for high-density, low-ticket outlets.
  

• Drive outlet journey: conversion → first order → repeat ordering .
  

• Ensure strong retail execution:
  

  • Counter placement, micro-visibility, impulse conversion
    

  • Correct SKU assortment and pack-price ladder by outlet type
    

• Implement retailer retention through revisit norms, service levels, and complaint resolution.
  

D. Wholesale Growth Ownership

• Identify and scale high-potential wholesale clusters.
  

• Drive volume through case deals with disciplined pricing.
  

• Ensure wholesale does not become a GT pricing leakage channel.
  

E. HoReCa & Institutional Business Development

• Build and own BD pipeline for:
  

  • HoReCa (menu inclusion, placements, reorder cadence)
    

  • Institutions (canteens, corporates, hospitals, schools/colleges, hostels)
    

• Negotiate commercials, payment cycles, and delivery cadence.
  

• Ensure repeat business and throughput (no vanity onboarding).
  

F. Team Leadership & Execution Discipline

• Hire, manage, and coach Team Leads (TLs) and field teams (FOS).
  

• Enforce discipline on:
  

  • Attendance, outlet coverage, route adherence, reporting quality
    

• Coach teams on sales pitch, objection handling, competitor switching, scheme communication, and negotiation.
  

G. Collections, Credit Control & Contribution

• Own collections and outstanding across distributors and key accounts.
  

• Enforce credit policy, ageing control, and stop-supply rules.
  

• Own contribution and ROI: optimize trade spends and manpower cost.
  

• Ensure clean and accurate data: distributor ledgers, claims/returns, outlet master, outstanding, scheme accounting.
  

Metric Ownership (ASM Accountability)

Sales & Execution

• Primary Sales (₹) vs target

• Primary–Secondary alignment and stock health (Days of Inventory)
  

C/D/E Retail Metrics

• Outlet additions, activations, and repeat rate (15/30 days)

• Key SKU availability % and stock-out rate

• Strike rate, AOV, and SKU mix
  

Field Productivity

• Revenue per FOS

• Outlets covered per FOS

• Order value per FOS

• Cost per FOS vs contribution
  

Financials

• Collections ageing and overdue %

• Claims/returns closure TAT

• GM% protection and leakage incidents (near-zero tolerance)
  

BD Channels

• Wholesale throughput (cases/month) and active accounts

• HoReCa active outlets, menu placements, reorder rate
  

Requirements

Candidate Profile

• 12–15+ years FMCG field sales experience (Snacks/Beverages/Impulse preferred).

• Proven ownership of Primary + Secondary sales at large area/state level.

• Strong experience in Distributor lifecycle management (onboarding, governance, deboarding).

• Existing distributor network exposure (50–60 distributors ).

• Deep execution experience in C/D/E category retail (high outlet density, high frequency, low ticket).

• Demonstrated success in Wholesale, HoReCa, and Institutional BD .

• Strong collections and credit discipline; zero tolerance for leakage.

• Comfortable with high travel and 6-day field intensity .

• Proficient in Excel and CRM systems .
  

First 90 Days Success Indicators

• State fully mapped with 50% distributor onboarding completed .

• Distributor governance cadence active (primary, secondary, stock, ageing).

• TL/FOS productivity system installed with visible improvement in coverage, AOV, and strike rate.

• Reduced stock-outs and stabilized forecasting.

• Improved ageing and active leakage controls.

• BD pipeline created with first scalable wins (not one-offs).