Area Sales Manager - Organized Trade

ASM - OT is the first managerial role that is responsible for handling Key Accounts ranging in national and regional scale retail and on premise chain & handles a team of customer executives on company payroll.

ASM is responsible for coaching CEs to plan, deploy and execute joint business plans with these Key Accounts.

ASM will be instrumental in resolving market challenges, growing business and ensuring smooth operations in each account, within entitled discount budget.

ASMs also works with market development team, sales development team, revenue management and supply chain team to have correct plan for each key account, execute branding agendas, and ensure stock connectivity.

Key Metrics

• Sec Value Achievement Vs. Plan
• Trade Spends
• Demand Forecast
• Asset Compliance
• Fill Rate
• Share of Self
• Point of Interruption
• Promotion Compliance
• Coaching Team

Main Responsibilities & Tasks

Strategy and AOP

• AOP target planning & tracking for CEs that are consistent with Unit plan
• Execute necessary plans to consistently grow shares in each account as per plan
• Wiring with Category Development Manager to drive Unit agenda
• Ensure transparent communication to the CEs, distributors and Key Accounts
• Understand financial impact of promotions in the accounts, rationalize and ensure clear communication and adherence of promotions
• Setting up and Retiring DB channels and guide on standard operating procedures

Business Development

• Activate brands - Pack wise & channel wise activities to improve Market Share
• Develop CE capabilities to address channel partner stability related issues
• Adherence to the terms of trade & ensuring in-store execution as per trade norms
• Possess high competition intelligence in constant monitoring of all competition
• Set clear expectations with Key Accounts for continuous business
• Develop wiring plan for each key account with CEs for continuous networking

Team Building

• Assess performance capability & providing development feedback to team
• Recognize CEs on internal/external platforms
• Partner with Sales HR and drive Core People Processes across the team
• Own the frontline functional skill development and Development Action Plan

Key Capabilities / Competencies

Knowledge

1. FMCG sales overview

2. Organized Trade business

3. Computer Proficiency Excel, Word, PPT, Outlook

4. Local Language and English

5. Terms of Trade understanding

Skills

1. Negotiation

2. Communication

3. People management

4. Time Management

5. Critical Thinking

6. Analytical Ability 7. Problem Solving