Area Sales Manager (ASM) - Frozen Food (FMCG)

Job Description

Title: Area Sales Manager (ASM) - Frozen Food (FMCG)

Company Name: Royce UH Limited

Vacancy: 6

Age: Na

Job Location: Chattogram, Dhaka, Sylhet

Salary: Tk. 30000 - 35000 (Monthly)

Experience:

• 8 to 12 years
• The applicants should have experience in the following business area(s): Manufacturing (FMCG)

• Bachelor/Honors

• Minimum Bachelor’s degree in any discipline

• MBA or Master’s degree preferred

• 8 to 12 years
• The applicants should have experience in the following business area(s): Manufacturing (FMCG)

Experience

• Minimum 8–12 years of FMCG sales experience

• Candidates must have strong experience in:

  • Dealer setup and dealer network development

  • SR team management

  • FMCG distribution systems

  • Retail outlet expansion

  • Frozen food / ice cream / packaged food sales

Essential Skills

• Candidates must have strong experience in:

  • Dealer appointment and dealer development

  • SR team management

  • Retail outlet expansion

  • FMCG distribution systems

  • Cold chain product sales

  • Market intelligence and competitor tracking

Ideal Candidate Profile

• We are looking for candidates who:

  • Have deep knowledge of the local FMCG food market

  • Can identify and develop strong dealers

  • Can drive SR teams aggressively

  • Have strong market network and distribution knowledge

  • Are highly committed to market expansion and outlet growth

• Job Location: Chattogram, Sylhet & Dhaka Divisions

• Vacancies: 2 per division (Total 6 positions)

Company Overview

• We are a fast-growing frozen food company based in Chattogram, Bangladesh, operating successfully under the Royce and KISHWAN brand.

• Our ready-to-cook frozen products include: Singara, Samosa, Paratha, Spring Roll, Nuggets, Burger Patty, Frozen Vegetables etc.

• Our products are performing strongly in Chattogram and Sylhet, and we are now expanding aggressively in Dhaka and other regions.

• Alongside strong domestic growth, the company is also preparing for international export markets.

Position Overview

• We are recruiting highly experienced FMCG sales professionals for the position of Area Sales Manager (ASM).

• This role is 100% execution-driven and focused on:

  • Dealer development

  • SR management

  • Distribution network expansion

  • Retail outlet penetration

  • Frozen food freezer management

• The ideal candidate must have strong hands-on experience working in FMCG food companies, especially frozen food, ice cream, or packaged food distribution.

• Candidates must have proven experience managing SR teams and building dealer networks from scratch.

Key Responsibilities

Dealer Development & Distribution Expansion

• Identify and appoint new dealers and sub-dealers in assigned territory.

• Build and expand frozen food distribution networks.

• Ensure strong dealer engagement and performance monitoring.

• Develop new market clusters and strengthen existing distribution channels.

Field Execution Requirement

• This position requires extensive field work.

• The ASM will be expected to:

  • Visit markets daily

  • Work closely with SR teams

  • Develop new dealers

  • Expand retail coverage

  • Drive product visibility and sales

• Candidates who prefer office-based sales roles should not apply.

SR (Sales Representative) Management

• Lead and manage a team of SRs and field sales staff.

• Track SR productivity, outlet coverage, and route performance.

• Conduct regular field visits and joint market work with SRs.

• Ensure daily route discipline and execution standards.

Outlet Expansion & Market Penetration

• Expand maximum retail outlet coverage within the territory.

• Ensure availability of products in key retail points, groceries, and super stores.

• Increase SKU penetration across outlets.

• Build strong relationships with retailers and distributors.

Retail Freezer & Cold Chain Management

• Monitor retail freezer placement and performance.

• Ensure freezer productivity and SKU rotation.

• Track freezer-wise sales and improve underperforming locations.

Market Intelligence & Competitor Analysis

• Maintain deep market intelligence on dealer networks and distribution systems.

• Track competitor activities including.

• Identify market gaps, new dealers, and expansion opportunities.

Sales Performance & Execution

• Achieve monthly primary and secondary sales targets.

• Monitor dealer stock, product movement, and receivable discipline.

• Execute promotional activities and market campaigns.

Market Coverage Expectation

• The ASM will be responsible for ensuring maximum retail outlet coverage within the assigned territory.

• The ideal candidate should have the capability to:

  • Develop high-performing dealer networks

  • Ensure strong SR route coverage

  • Reach maximum retail outlets with frozen products

  • Build strong presence in general trade and modern trade

Salary Structure

• Base Salary: BDT 30,000-35,000

• Performance Incentive: Up to BDT 15,000

• Total Monthly Earnings: Up to BDT 45,000-50,000 (based on performance)

• This is a performance-driven sales position designed for candidates confident in market development and distribution expansion.