The Area Sales Manager (ASM) is responsible for driving regional sales performance, expanding market share, and leading Territory Sales Managers (TSMs). This role focuses on executing territory-wide sales strategies, achieving primary and secondary targets, and optimizing the distributor network. Key responsibilities include appointing distributors, maintaining credit control, ensuring secondary billing accuracy, and guiding TSMs through joint market visits. The ASM will also oversee retail network expansion, monitor competitor activities, and deliver data-driven insights to senior leadership. Ideal candidates require strong leadership, channel management skills, and proven sales execution experience in FMCG/Retail sectors.