Area Sales Manager

Role overview:

The Area Sales Manager is responsible for executing sales and merchandising strategies across a designated geographic area. This role requires strong relationship-building with key stakeholders, effective agent management, and data-driven execution in-store. The ASM will drive growth through structured field execution, maintain merchandising standards, manage agent interactions, and ensure all initiatives align with regional and divisional expectations.

Key responsibilities (but not limited to):

Area Leadership & Relationship Management

• Build and maintain strong relationships with key retail stakeholders in your area.
• Understand and manage your designated business unit, including number of outlets and fair 80/20 focus allocation.
• Geo-allocate all outlets to ensure balanced trade coverage and prioritisation.
• Act as the Group Account Liaison for your area, championing alignment with sales objectives and trade execution.

Agent & Team Coordination

• Own the relationship with all agents in your area
• Conduct monthly agent meetings, using Sales Apps and other data to drive performance.
• Delegate tasks effectively to agents and track execution against timelines.
• Ensure agents are held accountable for standards, store execution, and sales growth.

Field Execution & Trade Focus

• Minimum of 4 days per week in trade with a focus on:
• Shelf placement accuracy per flows and planograms
• Stock age, shelf health, and product quality
• Range and space management
• Competitor comparison and agent coverage
• 1 day of admin per week, used for planning, reporting, and team coordination.

Data-Driven Planning & Performance

• Create call schedules using data from Sales Apps and sales meeting action points.
• Pull and filter missed opportunity and gap reports from the Divisional Manager and ensure action plans are executed.
• Provide bi-weekly summaries for the Regional Manager on incidents fixed versus focus base.
• Execute store relays and layout implementation as required.

Personal Skills and Attributes:

• Excellent interpersonal and stakeholder engagement skills
• Strong data interpretation and planning ability
• High accountability and follow-through
• Solid working knowledge of sales Apps & merchandising principles
• Ability to prioritise, plan, and work independently in a fast-paced retail environment
• Attention to detail and quality execution

Qualifications, Experience and Requirements:

• Minimum 3–5 years’ experience in FMCG sales or merchandising management.
• Experience working with or managing third-party agents.
• Strong understanding of retail operations and in-store execution.
• Proven ability to lead in-field execution and drive performance.
• Valid driver’s license and reliable transport
• Willingness to travel extensively across your area of responsibility