Overview

AREA SALES MANAGER
Reports to: Commercial Manager

Purpose
The Area Sales Manager is responsible for leading sales execution, driving sustainable revenue growth, and strengthening market presence within an assigned territory in Saint Lucia. The role ensures effective management of Sales Representatives and Merchandisers, delivers strong customer relationships, and guarantees consistent execution of the company’s commercial, promotional, and merchandising strategies while maintaining compliance with company policies and trade standards.

Key Responsibilities:
1. Sales Performance & Territory Management

  • Take full ownership of sales results within the assigned territory, ensuring the achievement of volume, value, distribution, margin, and profitability targets.
  • Translate company-wide commercial strategies into clear, actionable territory plans that drive growth and improve market share.
  • Manage and optimize route plans, outlet segmentation, call frequencies, and coverage to ensure maximum efficiency and productivity.
  • Identify new business opportunities, including new accounts, underdeveloped channels, and potential product expansions.
  • Continuously monitor competitor activity, pricing, promotions, and new product introductions, and recommend tactical responses.
  • Ensure achievement of product mix and portfolio balance targets to support overall profitability.

2. Team Leadership, Coaching & Development

  • Provide direct leadership and supervision to Sales Representatives and Merchandisers.
  • Conduct structured field coaching sessions and ride-alongs to improve selling skills and negotiation effectiveness.
  • Set clear performance objectives aligned to KPIs and conduct regular performance reviews.
  • Identify training needs and coordinate development initiatives.
  • Manage disciplinary and performance management processes in collaboration with HR.
  • Foster a performance-driven culture built on teamwork, discipline, and continuous improvement.

3. Merchandising & In-Market Execution

  • Ensure high standards of merchandising execution including availability, pricing accuracy, shelf placement, and promotional displays.
  • Secure additional shelf space and visibility opportunities.
  • Drive compliance with promotional activities and brand guidelines.
  • Identify execution gaps or out-of-stock risks and implement corrective actions.
  • Monitor expiry, product rotation (FIFO), and stock quality in trade.

4. Customer & Key Account Relationships

  • Build and maintain long-term strategic relationships with key customers.
  • Lead negotiations related to listings, shelf space, and promotions within agreed commercial parameters.
  • Act as escalation point for customer issues.
  • Conduct periodic business reviews with major customers to evaluate performance and opportunities.

5. Reporting, Analysis & Communication

  • Track sales performance and submit accurate and timely reports.
  • Analyse sales data, trends, and field insights to support forecasting and decision-making.
  • Provide structured market feedback and competitor intelligence.
  • Ensure effective communication of company priorities to the field team.
  • Utilize CRM or sales systems to maintain accurate pipeline and customer data.

6. Cross-Functional Coordination

  • Collaborate with Distribution, Logistics, Finance, Marketing, and Procurement.
  • Support product launches and marketing campaigns.
  • Contribute to budgeting and promotional planning.
  • Align with Supply Chain to manage stock availability and minimize lost sales.

7. Compliance, Governance & Asset Management

  • Ensure compliance with company policies, trade regulations, and ethical sales practices.
  • Safeguard company assets including vehicles, POS materials, tablets, and promotional equipment.
  • Ensure accurate documentation and adherence to credit and pricing approvals.
  • Support audit processes and internal controls when required.

Key Skills & Competencies

  • Leadership and team development
  • Negotiation and influence
  • Commercial and financial acumen
  • Data analysis and forecasting
  • Strategic planning and execution
  • Conflict resolution
  • Adaptability and resilience

Qualifications & Experience

  • Bachelor’s Degree preferred; Diploma acceptable with strong experience.
  • 3–5 years FMCG or distribution sales experience.
  • 1–2 years supervisory experience.
  • Knowledge of Saint Lucian retail and wholesale trade.
  • Valid driver’s license.
  • Proficiency in MS Excel, CRM, or Sales Automation Systems.

Key Performance Indicators (KPIs)

  • Sales revenue, volume, and margin growth
  • Market share and numeric distribution
  • Merchandising compliance scores
  • Team productivity metrics
  • Customer retention and satisfaction
  • Debtor days / credit compliance
  • Stock-out frequency / service levels

Application Deadline:
Interested applicants are invited to submit their applications no later than 17th March 2026.

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