Area Sales Manager - On Premise

Job title: ASM- On Premise /Key Accounts/ On Trade

Function: Sales

Key Responsibilities:

1.Sales & Revenue Management

• Achieve monthly, quarterly, and annual sales targets for Modern On Trade channels.
• Drive distribution, brand availability, and ensure product placement as per guidelines.
• Identify opportunities to grow share of business within strategic accounts.

2. Key Account Management

• Manage relationships with key modern ontrade outlets, chains, and hotel groups.
• Negotiate listings, pricing, visibility, and activation agreements.
• Ensure seamless execution of trade programs and promotions.

3. Business Development

• Expand footprint by identifying and onboarding new premium ontrade accounts.
• Analyze outlet performance and potential to prioritize investments.
• Develop tailored plans for highperforming and strategic outlets.

4. Trade Marketing & Activation

• Work closely with the marketing team to plan and execute outletlevel activations.
• Ensure visibility elements, POSM, and brand assets are deployed as per brand guidelines.
• Monitor activation ROI and effectiveness.

5. Operations & Compliance

• Ensure accurate forecasting, order planning, and inventory alignment with supply teams.
• Track and ensure compliance with regulatory guidelines applicable to ontrade channels.
• Manage claims, credit notes, and adherence to commercial policies.

6. Stakeholder Management

• Collaborate with distributors, supply chain, finance, and marketing teams to enable effective execution.
• Regularly review performance and share insights with regional leadership.

Key Skills & Competencies

• Strong understanding of Modern On Trade dynamics (bars, clubs, lounges, hotels).
• Excellent negotiation and relationshipbuilding skills.
• Strong analytical ability and understanding of sales fundamentals.
• Execution excellence and experience managing activations.
• Ability to work crossfunctionally and influence stakeholders.
• High ownership, agility, and problemsolving mindset.

Education & Experience

• MBA/PGDM preferred (Sales/Marketing specialization).
• 58 years of sales experience, with at least 23 years in Modern Trade or On Trade channels.
• Experience in FMCG/Alcobev/Consumer Goods/Beverage industry preferred.