Area Sales Manager – General Trade

About the role

The Area Sales Manager (General Trade) is responsible for driving sales growth, market penetration, distribution expansion, and profitability within the assigned territory. The role involves leading and developing a team of Sales Representatives, strengthening distributor partnerships, ensuring excellent execution in the marketplace, and delivering business objectives in line with the company's sales strategy.

Key responsibilities

• Deliver sales volume, value and profitability targets; develop and execute territory sales plans.
• Build and maintain strong relationships with distributors, monitor performance, inventory and stock availability.
• Ensure excellent execution of trade activities, promotions, product visibility and merchandising.
• Lead, coach and mentor Sales Representatives; conduct field accompaniment and performance monitoring.
• Build strong relationships with wholesalers, retailers and key customers; resolve complaints promptly.
• Prepare accurate sales and market intelligence reports; analyse trends and recommend corrective actions.
• Achieve sales budgets and profitability targets; monitor trade spend, promotional investments and debt collection.
• Ensure compliance with company policies, health and safety regulations and accurate documentation.

Required profile

• Bachelor's Degree or HND in Marketing, Business Administration, Economics or related field.
• 5–7 years progressive FMCG sales experience, with 2–3 years in a supervisory or managerial role.
• Proven track record of consistently achieving sales targets.
• Experience managing distributors and leading field sales teams.
• Strong leadership presence, high integrity and results‑driven mindset.

Required skills

• Proficiency in Microsoft Excel.
• Proficiency in Microsoft PowerPoint.
• Proficiency in Microsoft Word.
• Experience with sales automation or CRM tools.