Area Sales Executive (ASE) – General Trade
Locations: Uttar Pradesh (Ghaziabad, Lucknow, Varanasi & Prayagraj, Gwalior & Jhansi)
Role Purpose
Build and grow Troovy’s General Trade business across the assigned territory through strong distribution, outlet development and disciplined market execution. Lead the frontline sales team to drive secondary sales, productive outlets, repeat orders and sustainable market growth.
This is an execution-intensive field role for someone who understands that sustainable growth comes from strong market coverage, disciplined follow-ups, product availability, visibility, and repeat offtake.
Key Responsibilities
Market Development
- Map the complete retail outlet universe across assigned markets, routes and clusters.
- Identify high-potential outlets, competitor-dominated stores and underserved markets.
- Open new outlets and ensure they become productive through structured follow-ups.
- Develop new beats and improve coverage across priority territories.
- Expand Troovy’s presence across relevant grocery, snacks and impulse-purchase outlets.
Secondary Sales and Repeat Offtake
- Achieve assigned primary and secondary sales targets.
- Drive repeat orders from existing outlets instead of focusing only on new outlet additions.
- Identify non-moving, low-productivity and lapsed outlets and take corrective action.
- Improve average sales per outlet, order frequency and average order value.
- Expand SKU penetration within existing productive outlets.
- Work with the frontline team to convert trials into sustained retail offtake.
Distributor and Beat Management
- Work closely with assigned distributors to execute territory sales plans.
- Plan daily beats, outlet coverage and market-working priorities.
- Ensure adequate distributor inventory and availability of priority SKUs.
- Monitor stock movement, ageing and replenishment requirements.
- Improve distributor productivity, service levels and order fulfilment.
- Support timely collections and resolution of distributor or retailer issues.
Team Management and Field Execution
- Guide and monitor PSRs/DBSMs mapped to the territory.
- Set daily priorities and review outlet visits, orders, additions and repeat performance.
- Conduct regular joint market working and provide on-field coaching.
- Ensure the team follows defined beats, reporting processes and execution standards.
- Identify performance gaps and implement clear, measurable corrective actions.
Visibility and Market Activation
- Ensure effective product visibility, merchandising and POSM deployment.
- Execute sampling activities, retailer engagement initiatives and local market activations.
- Monitor the condition and utilisation of deployed branding and visibility assets.
- Maintain execution quality across priority outlets and high-potential clusters.
Market Intelligence
- Track competitor products, pricing, margins, schemes, visibility and new launches.
- Capture retailer and consumer feedback and communicate actionable insights.
- Identify local opportunities, market barriers and emerging consumption patterns.
- Use market data to improve route planning, assortment and outlet-level execution.
Reporting and Process Discipline
- Maintain accurate daily records of market visits, orders, outlet additions and repeat sales.
- Ensure all activities and transactions are recorded correctly in the designated sales systems.
- Review territory performance using outlet, distributor and salesperson-level data.
- Submit timely reports on sales, collections, stock, coverage, visibility and competition.
- Maintain data accuracy and immediately escalate inconsistencies or execution issues.
Candidate Profile
- Graduate with approximately 2–5 years of field-sales experience.
- Experience in FMCG, foods, snacks, beverages or General Trade is strongly preferred.
- Demonstrated ability to build territories, develop outlets and manage distributors.
- Strong understanding of beats, secondary sales, retailer conversion and repeat offtake.
- Comfortable working extensively in the market and managing execution at outlet level.
- Able to analyse sales data and convert insights into field actions.
- Strong communication, negotiation and relationship-management capabilities.
- High ownership, discipline and bias for execution.
What Success Looks Like
A successful ASE will build a well-covered territory with reliable distribution, strong product availability and consistent execution. New outlets will translate into productive and repeat-ordering stores, distributor operations will remain healthy, and the territory will deliver sustainable secondary-sales growth.