Area Sales Manager

Role Overview

This position is the link between commercial strategy and what actually happens in the trade. The Area Sales Manager owns a defined sales district, converting the company's Route-To-Market blueprint into daily execution across territories, outlets and distributor partners. Success is measured by volume and revenue growth, wider availability of priority packs, a visible brand presence on shelf, and a frontline team that is coached, capable and driven to hit its numbers.

Key Responsibilities

• Translate the Route-To-Market plan into territory-level execution, ensuring coverage, call cycles and channel priorities are followed consistently across the district.
• Deliver volume and net sales revenue targets for the district, and grow penetration of key packs through focused distribution and availability drives.
• Monitor performance against targets continuously, diagnose shortfalls early and adjust the plan with tactical actions rather than waiting for the next reporting cycle.
• Coach, train and motivate the frontline sales team, setting clear field standards and developing individual capability through regular accompaniment and feedback.
• Manage distributor and trade partner performance commercially — agreeing volume targets, reviewing results and aligning partners on upcoming promotions and marketing activity in their territories.
• Build and protect strong customer relationships, keeping satisfaction high through clear communication, responsive service and fair handling of disputes.
• Make sure point-of-sale materials, tools and promotional resources reach the right channels and are used properly, so that investment converts into visible presence and offtake.
• Use sales platforms and reporting tools to turn data into field action, sharing insights that sharpen execution across the district.

Requirements & Qualifications

• Bachelor's degree in a business-related discipline.
• At least 5 years of frontline FMCG sales experience, including a minimum of 1 year managing a team.
• Solid working knowledge of FMCG selling practices, Route-To-Market principles and market execution standards.
• Demonstrated coaching ability — developing team members and creating opportunities for their growth.
• Confident negotiation skills, able to reach agreements while preserving the relationship, and to resolve disputes equitably when positions differ.
• Strong communication across formats and audiences, ensuring key messages land clearly both inside and outside the organisation.
• Relationship-building skills with a wide range of stakeholders, including customers and distributor partners.
• Resilience and determination — sustained drive to reach goals despite setbacks and pressure.
• Digital fluency: comfortable working with sales platforms, and able to interpret reports and convert them into action.