Area Sales Manager

Company

A1 SKC Food Products Pvt. Ltd.

Position

Area Sales Manager – Modern Trade

Department

Sales Division – Modern Trade

Reports To

Managing Director (MD) & Sales Head

Location

Chennai

Employment Type

Full-time

Job Summary

The Area Sales Manager – Modern Trade will drive secondary sales, distribution, and brand visibility for A1 SKC Food Products across all Modern Trade channels (supermarkets, hypermarkets, and organized retail chains) within the assigned area. The role carries full ownership of channel sales targets along with the planning and execution of consumer-facing activations — expos/exhibitions, in-shop activities, and apartment (residential society) activations — to build sampling, trial, and repeat purchase.

Key Responsibilities1. Modern Trade Sales & Distribution

Achieve monthly, quarterly, and annual primary and secondary sales targets for the assigned area.

Manage and grow business with Modern Trade accounts — hypermarkets, supermarkets, and regional/national retail chains.

Ensure product listing, availability, and on-shelf availability (OSA) across all outlets; minimize stock-outs.

Negotiate and manage shelf space, planograms, secondary displays, and Point-of-Sale (POS) placement.

Track and improve key metrics — fill rate, off-take, sell-through, and range selling.

Manage credit, claims, and account reconciliation with buyers and store teams.

Expo & Exhibition Activities

Plan, coordinate, and execute the brand's presence at food expos, trade fairs, and exhibitions.

Manage stall design, product display, sampling, and lead generation at events.

Coordinate logistics — inventory, promoters, collaterals, and setup/teardown.

Convert expo footfall into trials, direct sales, and new customer/dealer leads.

Report event ROI — footfall, samples distributed, sales generated, and leads captured.

In-Shop Activities

Plan and roll out in-store promotions, sampling drives, and BTL activations across Modern Trade outlets.

Recruit, train, deploy, and monitor In-Shop Promoters (ISPs) / demonstrators.

Ensure execution of consumer offers, combo deals, and display schemes as per plan.

Monitor competitor activity, pricing, and schemes at store level and respond.

Track productivity of each in-shop activity — conversion rate, sales uplift, and cost per sale.

Apartment / Society Activations

Plan and execute residential apartment (society) activation campaigns — sampling stalls, sales counters, and consumer engagement events in gated communities and residential complexes.

Identify and tie up with target apartments/societies for direct consumer reach.

Drive trial, direct sales, and repeat/subscription-style purchase at the community level.

Manage on-ground teams, permissions, collaterals, and stock for each activation.

Measure output — households reached, samples given, direct sales, and lead conversion.

Team & Operations Management

Lead, coach, and monitor promoters, merchandisers, and activation staff in the area.

Plan beat/route coverage and daily deployment of the field team.

Ensure timely reporting, MIS, and market feedback to management.

Manage activation budgets and ensure spends stay within approved limits.

Key Result Areas (KRAs / KPIs)

Achievement of secondary & primary sales targets (%)

Numeric & weighted distribution / new outlet additions

On-shelf availability and share of shelf

Number and ROI of expos, in-shop, and apartment activations executed

Sampling-to-conversion ratio and cost per trial

Promoter productivity and attrition control

Timely and accurate reporting / MIS

Candidate Requirements

Education

Graduate in any discipline; MBA/PGDM in Sales & Marketing preferred.

Experience

4–8 years in FMCG/Food sales, with at least 2–3 years in Modern Trade.

Hands-on experience running BTL activations (expos, in-shop, and society/apartment activities) is essential.

Skills & Competencies

Strong knowledge of Modern Trade operations, key account management, and trade schemes.

Proven ability to plan and execute on-ground consumer activations.

Team handling and promoter management.

Negotiation, relationship management, and analytical / MIS skills.

Result-oriented, target-driven, and comfortable with heavy field/market work.

Local market knowledge of Chennai; Tamil fluency preferred.

Other

Own two-wheeler / four-wheeler and valid driving license.

Willing to travel extensively within the assigned area.

Compensation

Net Salary

Starts from ₹40,000/month (based on experience) + TA/DA

Other

Activation budget, mobile & data reimbursement

Pay

From ₹40,000.00 per month

Benefits

Cell phone reimbursement

Health insurance

Leave encashment

Paid sick time

Provident Fund

Work Location

In person