Area Sales Executive

Job Summary

Responsible for ensuring achievement of sales and distribution targets in the assigned area by effectively managing the company's Company Distributor (CD) network and field sales force. The role includes planning and execution of market coverage, outlet development, visibility enhancement, and distributor performance management to meet business objectives.

Key Responsibilities & Accountabilities

Distributor Management

• Manage and monitor distributor performance against key KPIs.
• Handle distributor claims and ensure timely settlement.
• Identify, shortlist, and recommend new distributors based on business potential.
• Address distributor-related complaints and ensure resolution.
• Develop and maintain an efficient distribution network to support business growth.

Driving Sales & Market Execution

• Measure territory potential and prepare strategic action plans.
• Ensure outlet coverage by using TSI/PSRs for mapping all FMCG retailers.
• Identify and classify oil-selling outlets by potential (A/B/C classification).
• Develop and implement route plans to maximize sales coverage.
• Drive achievement of primary and secondary sales targets.
• Ensure product availability and visibility across the territory.
• Execute trade schemes, product promotions, and ensure correct deployment.
• Oversee and improve merchandising standards at retail outlets.

Workforce Management

• Measure and track the productivity of Sales Representatives (SRs) and Distributor Salesmen (DSMs).
• Conduct induction, on-boarding, and training of DSMs to align with company standards and expectations.
• Motivate and guide the team to drive performance and achieve sales objectives.

Educational Qualifications

• Graduate in any discipline.
• MBA in Sales/Marketing preferred.

Relevant Experience

• 4–6 years of experience in FMCG sales and distribution, preferably in edible oil or staples category.
• Proven track record in managing distribution channels and achieving sales targets.