Scan your resume against ATS criteria for this Area Sales Manager (ASM) – Agra role at Brand Arbor Services and Retail.
Sales
Zonal Head / Head of Sales
State-level role (Extensive field travel)
Full-Time
Own and drive the complete state-level growth engine by managing
and
sales with a strong execution focus on
, while scaling
channels.
This role carries end-to-end accountability for
.
with sustainable month-on-month growth (no artificial primary loading).
and drive execution through weekly performance cadence.
or as per state map).
Finalize distributor terms: territory, margins, credit limits, dispatch SLAs, claims/returns, and reporting compliance.
Ensure distributor readiness: infrastructure, delivery capability, salesman strength, working capital, data reporting.
Conduct weekly/monthly distributor reviews covering: primary, secondary, stock, fill rate, ageing, returns, claims, overdue.
Enforce pricing and scheme discipline; prevent leakage/undercutting (especially in C/D/E outlets).
Maintain healthy stock norms: prevent stock-outs and dead stock.
(kirana, theke + chakna counters, small impulse outlets).
Implement structured beat planning for high-density, low-ticket outlets.
Drive outlet journey:
.
Ensure strong retail execution:
Counter placement, micro-visibility, impulse conversion
Correct SKU assortment and pack-price ladder by outlet type
Implement retailer retention through revisit norms, service levels, and complaint resolution.
Identify and scale high-potential wholesale clusters.
Drive volume through case deals with disciplined pricing.
Ensure wholesale does not become a GT pricing leakage channel.
Build and own BD pipeline for:
(menu inclusion, placements, reorder cadence)
(canteens, corporates, hospitals, schools/colleges, hostels)
Negotiate commercials, payment cycles, and delivery cadence.
Ensure repeat business and throughput (no vanity).
and field teams (FOS).
Enforce discipline on:
Attendance, outlet coverage, route adherence, reporting quality
Coach teams on sales pitch, objection handling, competitor switching, scheme communication, and negotiation.
Own collections and outstanding across distributors and key accounts.
Enforce credit policy, ageing control, and stop-supply rules.
Own contribution and ROI: optimize trade spends and manpower cost.
Ensure clean and accurate data: distributor ledgers, claims/returns, outlet master, outstanding, scheme accounting.
Primary Sales (₹) vs target
Primary–Secondary alignment and stock health (Days of Inventory)
Outlet additions, activations, and repeat rate (15/30 days)
Key SKU availability % and stock-out rate
Strike rate, AOV, and SKU mix
Revenue per FOS
Outlets covered per FOS
Order value per FOS
Cost per FOS vs contribution
Collections ageing and overdue %
Claims/returns closure TAT
GM% protection and leakage incidents (near-zero tolerance)
Wholesale throughput (cases/month) and active accounts
HoReCa active outlets, menu placements, reorder rate
FMCG field sales experience (Snacks/Beverages/Impulse preferred).
at large area/state level.
(onboarding, governance, deboarding).
).
(high outlet density, high frequency, low ticket).
.
Strong collections and credit discipline; zero tolerance for leakage.
Comfortable with high travel and
.
.
.
Distributor governance cadence active (primary, secondary, stock, ageing).
TL/FOS productivity system installed with visible improvement in coverage, AOV, and strike rate.
Reduced stock-outs and stabilized forecasting.
Improved ageing and active leakage controls.
BD pipeline created with first
(not-offs).
How to apply for Area Sales Manager (ASM) – Agra at Brand Arbor Services and Retail?
Click the "Apply on Company Website" button on this page to submit your application directly on the employer's official portal.
What is the salary for this role?
Salary details will be discussed during the interview.
What experience is required?
15+ years of experience is required.
Is this position still open?
Yes, currently active and accepting applications.
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Area Sales Manager (ASM) – Agra
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