Area Sales Manager

JOB DESCRIPTION – AREA FIELD EXECUTIVE (AFE)

Company: Cakermon Pvt. Ltd.
Industry: Cake & Bakery / FMCG
Department: Sales & Operations
Designation: Area Field Executive (AFE)
Reporting To: Area Sales Manager / Management
Location: Kolkata / Assigned Area
Employment Type: Full-Time

1. Job Purpose

The Area Field Executive (AFE) is responsible for managing assigned cake shops, franchise stores, and business partners to achieve sales targets, improve product availability, increase ordering frequency, control returns, and ensure smooth day-to-day coordination between stores and the company.

2. Key Responsibilities

A. Store & Franchisee Management

• Regularly visit and monitor assigned stores and franchise outlets.

• Maintain good relationships with franchisees, store managers, and CSPs.

• Understand store-wise sales trends and identify areas for improvement.

• Ensure proper display and availability of cakes, pastries, patties, and other bakery products.

• Address franchisee/store-related issues and coordinate with the concerned department for resolution.

• Monitor compliance with company policies, SOPs, pricing, schemes, and promotional activities.

  B.Sales & Business Development

• Achieve assigned monthly and weekly sales targets.

• Increase sales and average billing of assigned stores.

• Identify opportunities for increasing sales in existing stores.

• Generate new business opportunities and support franchise expansion.

• Study local market conditions, customer demand, and competitor activities.

• Suggest suitable products, offers, and promotional activities based on market demand.

C. Ordering & Stock Management

• Monitor store-wise ordering patterns.

• Ensure timely and accurate product ordering from stores.

• Analyse fast-moving and slow-moving products.

• Coordinate with Dispatch, Production, and Logistics teams for product availability and delivery.

• Monitor stock levels and avoid over-ordering or under-ordering.

• Ensure proper handling and storage of bakery products at stores.

D. Return & Wastage Control

• Monitor daily/weekly product returns from each store.

• Analyse reasons for returns, expiry, damage, or unsold products.

• Take corrective action to reduce unnecessary returns and wastage.

• Maintain store-wise return percentage reports.

• Coordinate with Production and Dispatch teams to improve product planning based on demand.

E. Scheme & Marketing Support

• Communicate company schemes, offers, and promotional activities to franchisees and stores.

• Ensure proper implementation of schemes at store level.

• Support management in planning shop-wise sales and marketing activities.

• Monitor promotional material, product display, branding, and visibility.

• Collect market feedback regarding products, pricing, schemes, and competitors.

F. CSP & Store Staff Coordination

• Monitor the performance and discipline of CSPs/store staff.

• Ensure CSPs follow company SOPs for customer service, sales, hygiene, product handling, and billing.

• Identify training requirements of store staff.

• Coordinate with HR/Operations for staff-related issues.

• Motivate store staff to achieve sales targets.

G. Reporting & MIS

• Prepare daily/weekly/monthly sales reports.

• Submit store-wise sales and return reports to the reporting manager.

• Management – sales strategy, franchisee issues, and business development

• Maintain records of:

  • Store-wise sales

  • Product-wise sales

  • Ordering patterns

  • Return percentage

  • Stock availability

  • Scheme performance

  • New customer/business opportunities

• Highlight major issues and provide corrective-action recommendations to management.

H. Inter-Department Coordination

Will coordinate with:

• Dispatch – product dispatch and delivery issues

• Logistics – delivery schedules and route-related issues

• Production – product availability and demand planning

• Management – sales strategy, franchisee issues, and business development

3. Franchisee Development

• Generate franchise leads through market visits and references.

• Explain company franchise models, products, commercial terms, and business opportunities.

• Coordinate with management for franchise meetings and site visits.

• Follow up with prospective franchisees until closure.

• Support new franchisees during the initial setup and business launch.

4. Market Intelligence

• Regularly monitor competitor bakeries, cake shops, pricing, products, schemes, and promotions.

• Identify new market opportunities.

• Share competitor and market information with management.

• Suggest new products or promotional ideas based on market demand.

5. Required Skills

• Strong communication and interpersonal skills.

• Sales and negotiation skills.

• Good knowledge of local market.

• Relationship management skills.

• Basic knowledge of Excel and sales reporting.

• Ability to analyse sales and return data.

• Problem-solving and decision-making ability.

• Target-oriented and result-driven approach.

• Willingness to travel within the assigned territory.

6. Experience

• Bakery/FMCG

• Food & Beverage

• Retail

• Franchise operations

• Sales & distribution

7. Key Performance Indicators (KPIs)

• Achievement of monthly sales target.

• Growth in store-wise sales.

• Increase in ordering frequency.

• Reduction in product return percentage.

• Improvement in product availability.

• New franchise/customer acquisition.

• Franchisee satisfaction and retention.

• Successful implementation of schemes and promotions.

• Timely submission of reports.

• Market coverage and frequency of store visits.

Overall Responsibility:
The Area Sales Manager is responsible for sales growth, store/franchisee relationship management, ordering, return control, market development, staff coordination, and overall business performance of the assigned territory.

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