Area Sales Manager - Lahore

HRSI is conducting an executive search on behalf of a leading FMCG and distribution company in Pakistan. This opportunity involves full-time, on-site roles based in Lahore and Gujranwala. The positions offer the chance to work with a market leader and actively contribute to its sustained growth and success. The primary focus is to achieve sales, distribution, and in-store execution targets within the assigned Karachi area by effectively managing distributors, executing route-to-market strategies, and leading the territory sales team.

Key Responsibilities:
- Achieve assigned sales volume, value, distribution, and display targets in alignment with regional business goals.
- Oversee distributor operations, ensuring ROI and profitability, managing infrastructure, claims, inventory standards, and credit control with timely recovery as per agreed terms.
- Monitor distributor sell-in versus sell-out, including stock coverage, inventory days, and pending orders.
- Conduct physical verification and reconciliation of distributor warehouse stock against system records, ensuring proper storage conditions.
- Identify and resolve SKU-wise out-of-stock situations at both distributor and outlet levels.
- Facilitate the listing and induction of new SKUs across all accounts and channels within the assigned territory.
- Review brand-wise, Territory Sales Executive (TSE)-wise, and order booker-wise activation and outlet productivity, addressing any gaps identified.
- Enhance route-to-market effectiveness through active coverage, expanding outlet base, improving productivity, adhering to journey plans, and executing successful order booking strategies.
- Lead, coach, and monitor the Territory Sales Executive team, including setting targets, building capabilities, and conducting performance reviews.
- Ensure in-market execution of trade programs, promotions, display and visibility standards, POSM deployment, and pricing compliance.
- Conduct regular market visits to monitor competitor activity and market trends, sharing actionable 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 health, safety, and quality management standards.

Required Qualifications:
- 8 to 12 years of experience in FMCG sales, including at least 3 years in an Area Sales Manager or equivalent team leadership role.
- Proven experience across all trade channels—general trade, wholesale, and modern trade (IMT/LMT)—covering listing, activation, and execution across accounts.
- Strong background in distributor management, including ROI and profitability, infrastructure oversight, inventory norms, credit control, and recovery processes.
- Demonstrated ability to lead and manage a field sales team comprising Territory Sales Executives and order bookers.
- Bachelor’s degree is mandatory.

Preferred Qualifications and Skills:
- Master’s degree or MBA is preferred.
- Proficiency in sales automation and reporting systems, along with strong MS Excel skills.
- In-depth market knowledge and established trade relationships within Karachi and surrounding territories.

This role offers a dynamic environment to contribute to a market-leading FMCG company’s success while developing leadership and operational expertise in sales and distribution management.