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

Job Description

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

Company Name: Shafi Motors Limited

Vacancy: 6

Age: Na

Job Location: Dhaka, Sylhet

Salary: Tk. 30000 - 35000 (Monthly)

Experience: --

Published: 2026-06-30

Application Deadline: 2026-07-29

Education:

Requirements: --

Skills Required:

Additional Requirements:

Responsibilities & Context:

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.

Job Location: Chattogram, Sylhet & Dhaka Divisions

Vacancies: 2 per division (Total 6 positions)

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.

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

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.

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

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)