-Area Sales Manager - Modern Trade | Consumer Business Group

We are looking for a dynamic and execution-focused Area Sales Manager – Modern Trade to drive sales growth, in-store execution, and market share expansion across assigned accounts and geographies. The role demands strong analytical capability, on-ground execution excellence, and stakeholder management with Key Account Managers (KAMs) and store teams.

• Graduate / Postgraduate (Management preferred)
• 3–7 years of sales experience in FMCG, Consumer Durables, or Retail
• Experience in Modern Trade (MT) is highly preferred
• Strong communication skills (English & Hindi; regional language is a plus)
• Willingness to travel extensively (3–5 days/week with overnight stays)
• Strong interpersonal, analytical, and execution skills
• Experience in managing and influencing teams

• Achieve POS sales targets across stores and chains
• Drive growth ahead of category and macro trends
• Improve store-level share and product visibility
• Deliver MT/product-level market share objectives

• Identify growth opportunities across SKU, store, and chain level
• Analyze POS data to uncover gaps and drive actions
• Improve share of shelf, planogram compliance, and merchandising
• Work with KAMs to address availability and assortment gaps
• Evaluate asset effectiveness through pre/post analysis

• Develop monthly store-wise targets and SKU focus plans
• Create and execute Store Growth Plans for top accounts
• Plan and implement Sources of Growth (SOG) initiatives
• Drive account-led growth initiatives across region/area
• Prepare and execute Quarterly PJP (Journey Plan)

• Monitor daily POS and drive corrective actions
• Conduct monthly reviews with regional/chain teams
• Ensure execution of in-store visibility and activation plans
• Maintain fair share of shelf across stores
• Drive execution in non-direct coverage stores
• Audit team performance and ensure adherence to execution standards
• Ensure deployment and utilization of TOT (Tools of Trade) assets

• Track store vs category vs 3M performance trends
• Analyze shopper behavior and buying patterns
• Evaluate effectiveness of SOG programs and suggest improvements

• Train frontline teams and supervisors on execution excellence
• Build capability in product knowledge and issue resolution
• Improve manpower productivity and store execution quality
• Share insights and best practices based on field learnings

• Consistent achievement of POS targets
• Improved shelf share and in-store visibility
• Strong execution discipline across stores
• Data-driven decision-making and opportunity conversion
• High-performing, well-trained frontline teams

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