The Area SalesOfficer – FMCG is responsible for driving retail sales, expanding distribution, and ensuring strong in-market execution across assigned territories. This role focuses on building a robust distributor network, increasing outlet coverage, and maximizing product visibility and offtake in general trade and modern trade channels.
Key Responsibilities
Sales Execution & Target Achievement
- Achieve monthly and quarterly sales targets (primary & secondary)
- Drive volume growth and market penetration for FMCG products
- Ensure consistent sales growth across all assigned territories
Distributor Management
- Appoint, develop, and manage distributors
- Monitor distributor ROI, stock levels, and credit cycles
- Ensure timely billing, stock replenishment, and liquidation
Retail Expansion & Coverage
- Increase numeric and weighted distribution
- Expand coverage in general trade (kirana stores, pharmacies, mini marts)
- Strengthen presence in modern trade outlets and supermarkets
In-Market Execution
- Ensure availability of all SKUs at retail outlets
- Maintain strong shelf visibility and product placement
- Implement POS materials, displays, and branding activities
Team Management
- Lead and supervise Territory Sales Officers (TSOs) / Sales Representatives
- Conduct regular market visits and joint field work
- Set daily, weekly, and monthly sales targets for the team
Promotions & Trade Schemes
- Execute trade promotions and consumer offers
- Monitor effectiveness of schemes and in-store activations
- Coordinate with trade marketing for campaigns
Market Intelligence
- Track competitor pricing, schemes, and product launches
- Identify gaps in distribution and new market opportunities
- Provide actionable insights to management
Reporting & Controls
- Submit daily/weekly sales reports and market feedback
- Track sales performance vs targets
- Ensure discipline in billing, collections, and expenses
