Job Summary
We are seeking a hands-on Area Sales Manager (ASM) to drive product availability, distribution, and sell-out across an assigned territory. The role is responsible for building a reliable local supply network through strong Wholesale and Distributor partnerships, while ensuring products reach Neighbourhood Stores and Open Market outlets with the right assortment, visibility, and frequency.
Key Responsibilities
Drive territory growth: Own sales, distribution, product availability, and sell-out across assigned Wholesale, Open Market, and Neighbourhood Store channels.
Manage supply partners: Identify, onboard, and manage Wholesalers and Distributors, ensuring strong stock availability, pricing discipline, commercial performance, and sustainable working capital.
Expand retail coverage: Build outlet coverage across the territory, close distribution gaps, and ensure priority products are consistently available, correctly priced, and well executed.
Lead field execution: Supervise, coach, and deploy Sales Reps, Van Sales Reps, and Merchandisers to maximise outlet productivity, route efficiency, and sales performance.
Drive market activation: Execute approved promotions, market activations, and retailer initiatives that increase product visibility, distribution, and sell-out.
Monitor performance & market intelligence: Track territory performance, distribution, stock levels, and competitor activity, using insights to identify opportunities and resolve execution gaps quickly.
Own territory performance: Deliver agreed sales, margin, distribution, and productivity targets while maintaining strong relationships with trade partners and retailers.
Requirements
Bachelor''s degree in Business Administration, Marketing, Economics, or related field.
5+ years'' FMCG sales and distribution experience, including Wholesale and Open Market/Neighbourhood Store retail.
Proven track record managing Distributors and Wholesalers.
Experience leading field sales teams on defined call cycles.
Solid grasp of last-mile redistribution economics: drop size, route productivity, weighted distribution, must-stock compliance.
Must be comfortable working open markets and dense neighbourhood trade.
Strong negotiator and leader.
Numerate and analytical; fluent in Excel, and field-force tracking tools, able to act on locality data.
High ownership, problem-solver, execution-focused on the ground.