Area Sales Manager

Job Title: Area Sales Manager – Outlets (Chocolates, Cakes & Bakery Products)

Department:

Location:

Reporting To:

Job Summary:

The Area Sales Manager – Outlets will be responsible for driving sales growth and expanding the distribution of chocolate, cake, and bakery products across retail outlets, modern trade, and specialty stores in the assigned territory. This role demands a mix of strategic planning and hands-on market execution, including outlet acquisition, visibility, distributor coordination, and sales team leadership.

Key Responsibilities:

Sales & Business Development

• Achieve sales targets (primary and secondary) for all product categories in the area.
• Expand the outlet universe by onboarding new retail shops, cafes, bakeries, and confectionery counters.
• Ensure timely implementation of trade promotions, sampling campaigns, and product launches.

Outlet & Channel Management

• Strengthen presence in general trade, modern trade (MT), and HORECA (if applicable).
• Ensure product visibility through planogram compliance, POS materials, and shelf placement.
• Monitor SKU movement and ensure product freshness and rotation (especially perishable bakery goods).

Team Leadership

• Manage and mentor a team of Sales Executives or Territory Sales Officers.
• Set daily and weekly beat plans and monitor field productivity.
• Conduct market visits with team members to coach and drive performance.

Distributor & Supply Chain Coordination

• Collaborate with distributors to maintain stock levels, manage credit limits, and ensure smooth order fulfillment.
• Address stockouts, near-expiry products, and delivery concerns promptly.

Market Intelligence

• Track competitor pricing, promotions, packaging, and new launches.
• Collect feedback from retailers to inform marketing and product development.

Reporting & Compliance

• Submit accurate daily, weekly, and monthly sales reports.
• Ensure adherence to company policies on pricing, hygiene standards, and ethical practices.

Education:

• Experience:

  5–8 years in FMCG/F&B sales, with strong exposure to chocolates, bakery, or confectionery products.

• Skills:

• Deep understanding of food retailing and perishable goods sales.
• Excellent negotiation, communication, and team management skills.
• Strong knowledge of outlet mapping, beat planning, and sales analytics.
• Proficiency in Excel and reporting tools.

• Other Requirements:

• Willingness to travel extensively within the assigned territory.
• Passion for food products and a customer-first approach.

Key Performance Indicators (KPIs):

• Sales Volume & Revenue Growth
• Outlet Coverage & Productivity
• Distributor Stock Hygiene & Fill Rate
• Team Productivity & Turnover
• Product Visibility Score (Planogram/Display Compliance)