Area Sales Manager- Trade Sales

Job Title: Senior Trade Sales Officer / Regional Trade Sales Manager (Based on seniority)

Department: Trade Sales / Marketing

Reports To: Regional Trade Sales Head

Job Purpose:

To drive volume and value growth across the assigned region by effectively managing distributor networks, executing field marketing strategies, ensuring dealer engagement through loyalty programs, and fostering cross-functional collaboration to enhance trade effectiveness.



Key Responsibilities:

Sales Business Development:

Drive attainment of volume and value targets for the region.



Plan and implement initiatives to promote focused products alongside the regular product range.



Identify and onboard new dealers; analyze their potential to drive incremental business.



Respond to sales leads and inquiries; follow up on visits to ensure conversion.



Ensure payment realization within set timelines and manage outstanding accounts.



Distributor Dealer Management:

Expand and strengthen the distributor/dealer network.



Maintain and enhance customer and dealer relationships.



Conduct training programs/workshops for dealers and their staff.



Execute dealer engagement and motivation initiatives regularly.



Monitor dealer performance through structured feedback and market intelligence.



Loyalty Program Execution:

Support in driving dealer loyalty programs in coordination with central teams.



Analyze dealer performance and ensure effective communication of loyalty benefits.



Increase participation and retention of key stakeholders (dealers, contractors, painters).



Marketing Brand Execution:

Design and execute field marketing activities to improve product visibility and engagement.



Conduct market research and track competitor activities, pricing, and strategies.



Develop and execute trade schemes in collaboration with brand and product teams.



Cross-functional Collaboration:

Collaborate with Supply Chain, Brand, and Retail teams to ensure product availability.



Work closely with CFT (Cross-Functional Teams) to improve process yields and efficiencies.



Provide feedback and inputs to product and strategy teams based on ground insights.



People Management:

Recruit, develop, and manage a high-performing trade sales team.



Drive a high-performance culture by coaching and mentoring team members.



Build a strong talent pipeline for key roles within Trade Sales.



Qualifications Experience:

Graduate or Postgraduate in Business/Marketing preferred.



3–8 years of experience in Trade Sales, Distribution Management, or Field Marketing.



Prior experience in managing a large dealer network and loyalty programs is a plus.



Key Skills:

Strong communication and interpersonal skills.



Dealer/Distributor Management



Field Sales Execution



Team Handling Development



Market Intelligence Competitor Analysis



Loyalty Program Management



Cross-functional Collaboration Read more