Area Sales Manager - Gujranwala

HRSI is currently leading an executive search on behalf of one of Pakistan's leading FMCG and distribution companies.

These are full-time, on-site positions based in Lahore & Gujranwala, providing the chance to work with a market leader while contributing to its continued growth and success.

Job Purpose:
Responsible for delivering sales, distribution, and in-store execution objectives across the assigned. Karachi area through effective distributor management, route-to-market execution, and leadership of the territory sales team.

Key Responsibilities:

• Deliver assigned area targets for sales volume, value, distribution, and display, in line with regional business objectives.
• Manage distributor operations, including ROI and profitability, infrastructure, claims, inventory norms, and credit control with timely recovery as per agreed norms.
• Monitor sell-in versus sell-out by distributor, including stock cover, inventory days, and pending orders.
• Verify distributor warehouse stock, including physical versus system stock reconciliation and storage conditions.
• Track and correct SKU-wise out of stock at both distributor and outlet level.
• Ensure listing and induction of new SKUs across all accounts and channels operating within the assigned area.
• Review activation and outlet productivity brand wise, TSE wise, and order booker wise, and act on identified gaps.
• Drive route-to-market effectiveness through active coverage, outlet base expansion, productivity, journey plan adherence, and execution of winning order booking plans.
• Lead, coach, and monitor the assigned Territory Sales Executive team, including target setting, capability building, and performance review.
• Ensure in-market execution of trade programs, promotions, display and visibility standards, POSM deployment, and pricing compliance.
• Conduct regular market visits, monitor competitor activity and market trends, and share actionable field insights with the regional sales team.
• Maintain accurate and verifiable sales reporting, ensure disciplined use of sales automation and reporting tools, and comply with applicable HSE and quality management requirements.

Experience & Qualifications:

• 8–12 years of FMCG sales experience, including a minimum of 3 years in an Area Sales Manager or equivalent team-leading role.
• Proven exposure across all trade channels – general trade, wholesale, and modern trade (IMT/LMT) – including listing, activation, and execution across accounts.
• Strong distributor management background covering ROI and profitability, infrastructure, inventory norms, credit control, and recovery.
• Demonstrated experience leading a field sales team of Territory Sales Executives and order bookers.
• Bachelor's degree required; Master's/MBA preferred.
• Working knowledge of sales automation and reporting systems, and MS Excel.
• Market understanding and trade relationships in Karachi and the surrounding territories.