Area Sales Manager – Paint Industry

Role Overview

The Area Sales Manager drives sales, collections, and profitability across Decorative, Industrial, and Automotive coatings within an assigned territory. This role combines team leadership with hands-on business development, requiring the manager to expand market share through dealer networks, institutional accounts, and project conversions. By turning construction and refurbishment opportunities into revenue, the position directly strengthens the company’s competitive position and customer loyalty.

Key Responsibilities

• Achieve area sales, collection, and profitability targets for Decorative, Industrial, and Automotive coatings, while managing approved promotional budgets.
• Develop and execute sales plans that grow revenue and market share, including strategies for new market segments and geographic expansion.
• Lead, supervise, coach, and motivate the sales team to meet individual and collective targets, providing regular performance feedback and identifying training needs.
• Ensure thorough market coverage through consistent visits to customers, dealers, distributors, contractors, painters, and active or upcoming project sites.
• Build and nurture strong relationships with dealers, contractors, applicators, developers, and other influencers to drive product preference and secondary sales.
• Identify and develop institutional business by engaging hotels, hospitals, schools, colleges, universities, embassies, government bodies, and corporate organizations, converting renovation and construction projects into sales.
• Pursue Industrial and Automotive coatings opportunities with manufacturers, automotive dealers, garages, and body shops, while monitoring competitor products, pricing, and promotions to provide market intelligence.
• Manage the sales pipeline, revive dormant accounts, enforce credit and collection policies, and collaborate with Marketing and Technical teams on product launches, demonstrations, training, and demand-generation activities.

Requirements & Qualifications

• Bachelor’s degree or diploma in Business, Marketing, Sales, or a related field; a professional qualification in Sales & Marketing is an added advantage.
• Minimum of 5 years’ sales experience, preferably in building materials or FMCG sectors, with a proven track record of achieving sales targets.
• Experience managing a sales team is advantageous.
• Strong leadership and people-management skills, with excellent communication and negotiation abilities.
• Proficient in customer relationship management, business development, and key-account expansion, including institutional and industrial segments.
• Solid planning, organizational, and follow-up skills, supported by analytical and problem-solving capabilities.
• Target-oriented and self-motivated, with a good understanding of the coatings market and competitive environment.
• Ability to work independently and as part of a team, competent in MS Office and sales reporting tools; a valid driving licence is a plus.