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Area Sales Manager (Central)

Requisition ID:  7602

Job Summary

The Area Sales Manager - Central is responsible for planning and achieving sales growth by developing and implementing regional trade strategies and action plans. This role involves managing a team of sales representatives and Preferred Distributors (PDs) within the region, optimizing trade spend efficiency, and ensuring accurate sales forecasting.


Job Responsibilities

Commercial Deliverables:

  • Sales Monitoring: Track sales achievements and initiate actions to meet targets.
  • Forecast Accuracy: Ensure accurate monthly sales forecasts and maintain sufficient stock levels in PD warehouses.
  • Sales and Profit Goals: Achieve sales targets and profit objectives, ensuring OTIF for MT.
  • Trade Fund Management: Optimize trade funds and achieve planned trade spend KPIs, including rebate management.
  • Promotional Opportunities: Identify and pursue distribution and sales opportunities through promotional activities.
  • Category Marketing Knowledge: Apply understanding of category marketing by channel to develop commercial strategies for the General Trade channel.

Commercial Works/Executions, Others:

  • Promotional Effectiveness: Analyze and track the effectiveness of promotional activities and trade investments, and work with Trade Marketing to drive GT business growth.
  • Promotion Coordination: Ensure coordinated execution of promotions and displays between the sales team, PDs, and retailers.
  • Cross-Functional Coordination: Drive sales and delivery coordination with internal departments and PDs.
  • Trade Visits: Conduct weekly trade visits to monitor sales force execution.
  • Business Reviews: Lead monthly business reviews with PDs and quarterly reviews with top management.
  • Route to Market Efficiency: Work closely with PD’s sales manager and team to ensure effective active selling outlet (ASO) management.
  • Value per Outlet (VPO): Focus on MUST SELL list to meet company VPO goals.
  • Key Deliverables: Analyze and follow up on key sales deliverables with actionable plans.
  • Route Management: Oversee monthly route management, census checks, call cards, and chiller deployments within PDs.
  • Inventory Management: Ensure PD’s inventory levels meet business needs and company stock cover expectations.

Other Business Functions:

  • Collaboration: Work closely with demand planners and supply chain to meet regional KPIs.
  • Talent Development: Foster a high-performance culture and ensure strong team morale.

Your Team

Line manager: National Operation Manager (Central & East Coast)
Peers:1 Asst. Regional Sales Manager + 1 Area Sales Manager
Total GT team size: 20

Skills and Experience

Business Graduate

Technical/Work-based Skills:
Minimum 5 years of experience in the fast-moving consumer goods (FMCG) industry, specifically in General Trade.

General skills/ attributes:
Strong understanding of the business environment and its dynamics.
Demonstrates strong leadership attributes.
Excellent interpersonal skills, strong commercial acumen, resilience, and a positive attitude.
Thorough understanding of company directions, business essentials, and capabilities.
Strong analytical skills.

Proven experience in independently managing General Trade within the FMCG sector.
Strong portfolio in General Trade and Key Contacts.

Proven sales track record.


Others in Business Administration or Economics
Bachelors in Business Administration or Economics

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