Minimum 2 years' experience in a similar Area Sales Manager role or 5 years' experience in a dynamic FMCG sales environment. Please refer to the job advert for further information.
Softlogic Retail (Pvt) Ltd, a fully owned subsidiary of Softlogic Holdings PLC, is a leading partner for many of the world's leading Consumer Electronics and Furniture Brands in Sri Lanka. Softlogic's extensive retail and distribution network comprising of over 230 showrooms located islandwide has made its retail chain a natural choice for customers in Sri Lanka. Softlogic Retail has an enviable range of international brands in its portfolio such as Panasonic, Samsung, Dell, Candy, Nokia, Apple, Acer, Xerox to name but a few and also carries its own private label brands such as Softlogic Prizm, MAXMO & Softlogic Furniture.
While benchmarking a strong presence, we place a high emphasis on instilling
employees with integrity professionalism and pro-activeness while creating a highly competent workforce. As a member of the Softlogic Group, you will have invaluable scope for career advancement as well as the opportunity to follow your passion amongst seasoned professionals in their respective industries.
Area Sales Manager - FMCG
The Area Sales Manager FMCG is responsible for driving the organization's growth objectives across the assigned territory by delivering sales, revenue, distribution, and market reach targets. The role ensures superior brand visibility at strategic and high-value outlets while building and sustaining an effective distributor network to enable seamless product distribution. The ASM also plays a key leadership role by coaching and developing frontline sales teams through regular field engagement and sharing best practices across the territory.
Responsibilities
- Achieve sales volume and revenue targets for the assigned territory.
- Ensure wide and consistent availability of company products across all key outlets.
- Build, manage, and strengthen a high-performing distributor network.
- Secure superior brand visibility at strategic, high-revenue, and priority outlets.
- Monitor market trends, competitive activity, and customer insights to execute effective area sales plans.
- Conduct regular field visits to coach, train, and guide frontline sales teams.
- Drive execution excellence by sharing best practices and improving sales effectiveness across the territory.
- Ensure adherence to company policies, reporting standards, and sales processes.
Requirements
- Minimum 2 years' experience in a similar Area Sales Manager role or 5 years' experience in a dynamic FMCG sales environment.
- Proven experience in distributor management and territory operations.
- Strong leadership, negotiation, and communication skills.
- Willingness to travel extensively within the assigned area.
- Demonstrated ability to consistently achieve sales targets and manage large territories.
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