We are a leading recruitment and headhunting firm based in Colombo, Sri Lanka, currently seeking five Area Sales Managers on behalf of a well-established FMCG company.

Job Title

Area Sales Manager

Locations

South Colombo, Kandy, Gampaha, North & East – Sri Lanka

Reports To

National Sales Manager / Head of Sales

Job Summary

The Area Sales Manager will be responsible for driving sales growth, managing distributor and dealer networks, achieving revenue targets, and expanding market presence across the assigned territories. The role requires strong field leadership, team management, and strategic planning capabilities.

Key Responsibilities

1. Sales & Revenue Management

Achieve monthly, quarterly, and annual sales targets for assigned regions
Develop and implement territory sales plans
Monitor sales performance and market trends
Identify new business opportunities and market expansion areas

2. Distributor & Channel Management

Manage and strengthen relationships with distributors, dealers, and key accounts
Appoint new distributors/retailers where required
Ensure proper stock levels and product availability
Monitor credit control and outstanding payments

3. Team Leadership

Supervise, train, and motivate Territory Executives / Sales Representatives
Set KPIs and conduct regular performance evaluations
Conduct field visits and joint sales calls
Provide coaching to improve productivity and coverage

4. Market Development

Execute promotional campaigns and trade marketing activities
Conduct competitor analysis and market intelligence reporting
Ensure brand visibility and merchandising standards
Expand retail penetration and market share

5. Reporting & Administration

Prepare weekly and monthly sales reports
Forecast sales and inventory requirements
Ensure compliance with company policies

Key Performance Indicators (KPIs)

Sales target achievement (%)
Distributor performance & coverage
Market share growth
Collection efficiency
New outlet development
Team productivity metrics

Qualifications

B Bachelor’s degree in Business, Marketing, or a related field. Professional qualifications such as NDSM, CIM (UK), or other recognized sales and marketing certifications will be a strong advantage.
Minimum 5–8 years of sales experience (preferably FMCG / Consumer / Industrial sectors)
Minimum 2–3 years in a supervisory or managerial role
Strong knowledge of Sri Lankan regional markets
Valid driving license and willingness to work any part of the island

Required Skills

Strong negotiation and communication skills
Leadership and team management ability
Analytical and reporting skills
Strategic thinking and problem-solving
Proficiency in MS Office (Excel, PowerPoint, Word)

Area Sales Managers (05 vacancies)