< Back to All Jobs

Area Sales Manager

Posted: 12 February, 2019

Job Descriptoin

Position Title: Area Sales Manager



Work Location:



Travel Required:


Reporting to:


Regional Manager (RM)

Reported by:

Sales Officer / Sales Representative (SO / SR)


Regional Sales Manager (RSM)

Educational Qualification:

Graduate ( MBA Preferred)


5-10 years of experience in Sales with exposure to Retail Sales and Distribution management in Footwear, FMCG or FMCD industry.

Any additional requirement:

Purpose of the Position (Job Summary)

  • To achieve the sales target in the assigned territory by selling existing and new products & developing the territory with sustained growth

Key Roles and Responsibilities


  • Sales planning: Translating the annual sales plan into quarterly, monthly, weekly and daily operational plans and developing sales targets (volume and value) for each sub-category of products for distributors in his area (to be done in consultation with the Regional Sales Manager)
  • Distributor management : Managing distributors to ensure primary sales plan is achieved as per defined category wise sales plan
  • Collections: Ensure timely clearance of outstanding payments from distributors

Customer Orientation

  • Product launches: Positioning new product line/brand/SKU in the assigned sales zone/markets by direct interaction with key retailers and through SOs
  • Product feedback: Collecting and synthesizing feedback on Relaxo’s product portfolio in the context of competitor products and providing appropriate recommendations
  • Secondary feedback: Capturing feedback of retailers on secondary scheme, NPD and distribution
  • Distributor appointment: Scouting and appointing new distributors as per defined norms
  • Distributor onboarding: Ensuring distributor gets all relevant post appointment support
  • Distributor account management: Being the point of contact for distributors; monitoring product movement at distributors by taking weekly updates from SOs of stock and credit limits
  • Complaints management: Resolving complaints of channel partners inc. issues related to returns

People Orientation

  • Effective leadership: Defining daily tasks (Target, Focus / NPD article, Scheme Comm. Etc.) for each Sales Officer
  • Mentorship and supervision: Mentoring, coaching and supervising company SOs
  • Evaluation: Evaluating SO performance and creating customised action plan for each SO

Internal Business Process

  • Outlet mapping : Leveraging the SO to build and periodically refresh the universe of footwear outlets the assigned territories
  • Coverage improvement: Based on market visits, highlighting gaps in market and developing an action plan with SO.
  • Retailer engagement : Conducting Retailer visits to observe and improve product visibility, availability of NPD/focus articles, brand investments and merchandising
  • Orders and credit management: Receiving distributor orders, checking credit limit and ensuring order details are shared with billing team
  • Journey plan: Compiling market working reports from SOs and sharing then with the admin team
  • Competitive analysis: Analyzing competitor initiatives and preparing action plans to counter competition
  • Competitor schemes: Being up-to-date with latest competitor trade scheme and giving scheme recommendations to augment sales; communicating trade promotion schemes to SOs and Distributors
  • Distributor exclusivity: Sharing intelligence on exclusive distributors who add/ are bound to add competitor brands in their portfolio
  • MIS reports: Preparing MIS reports for target vs actual sales and other objectives
  • Reviews: Timely review of monthly/quarterly performance with RSMs, SOs and distributors
  • Sales forecasting: Providing sales forecast support to RSM
  • Other strategic interventions: Focus on implementation of company’s strategic objectives for assigned sales area




  • Business Acumen
  • Selling skills
  • Market Knowledge
  • Analytical skills
  • Customer Focus
  • Collaboration
  • Adaptability
  • Result Orientation
  • Negotiation skills

Key Result Areas



  • Sales Volume/Value Achievement
  • % Revenue Contribution from NPDs
  • Rs. Cr business from new Distr-Div. vs. target
  • PJP adherence
  • Average outstanding at end of each month as % of month's sales
  • Improve Adherence to Key Sales Processes.
  • Coaching and mentoring provided to SOs
  • Competitor Analysis
  • Customer Service improvement

Key Stakeholder Management



  • RSM
  • Marketing Team
  • Corporate Communication & NPD Team
  • Production Planning & Logistics Team
  • Distribution and Sales Support Team

  • Distributors
  • Retailers

Relaxo Footwear - 4 days ago

How to Apply?