Area Sales Manager (ASM)

Job Description

Title: Area Sales Manager (ASM)

Company Name: Royce UH Limited

Vacancy: --

Age: Na

Job Location: Anywhere in Bangladesh

Salary: --

Experience:

• 7 to 10 years
• The applicants should have experience in the following business area(s): Manufacturing (FMCG), Trading or Export/Import

• Bachelor/Honors

• Minimum Bachelor's degree (any discipline).

• Master's degree preferred.

• 7 to 10 years
• The applicants should have experience in the following business area(s): Manufacturing (FMCG), Trading or Export/Import

Experience:

• 7-10 years of total sales experience, with strong exposure to frozen food

• Proven experience in dealer setup and dealer network expansion in frozen food.

• Hands-on experience with retail freezer tracking and cold-chain sales execution.

• Prior experience working with reputed frozen food or FMCG companies is mandatory.

Skills & Competencies:

• Strong dealer negotiation and relationship-building skills.

• Practical understanding of frozen food distribution challenges.

• Data-driven approach to SR performance and asset tracking.

• Willingness to travel extensively within the assigned division.

Total Vacancies: 3 - One for each division

Company Overview

• We are a growing frozen food company based in Chittagong, Bangladesh, successfully operating in the local market under the KISHWAN brand. Our products-such as Singara, Samosa, Paratha, Spring Roll, Nuggets, Burger Patty, and frozen vegetables-are performing strongly in Chattogram and Sylhet, with active expansion underway in Dhaka.

• Alongside local growth, we are also preparing for export market expansion, following international quality and compliance standards.

Position Overview

• We are hiring three experienced Area Sales Managers (ASM) for Chattogram, Sylhet, and Dhaka divisions.

• This role is highly execution-focused, with a strong emphasis on dealer setup, dealer activation, retail freezer performance, and SR performance tracking in the frozen food category.

• Candidates must have proven hands-on experience in building frozen food dealer networks from scratch or significantly expanding existing ones.

Key Responsibilities

Dealer Setup & Market Expansion (Core Focus)

• Identify, onboard, and activate new dealers and sub-dealers for frozen food distribution.

• Build sustainable dealer infrastructure including cold-chain readiness and route coverage.

• Ensure dealers meet minimum volume, SKU mix, and visibility standards.

Retail Freezer & Asset Performance Tracking

• Monitor retail freezer placement, utilization, SKU availability, and sales productivity.

• Track freezer-wise performance and take corrective actions (relocation, replacement, or removal).

• Ensure brand visibility, cleanliness, and exclusivity compliance at freezer outlets.

SR & Field Force Performance Management

• Track SR-wise productivity, route efficiency, outlet coverage, and achievement vs target.

• Conduct regular field visits, joint calls, and performance reviews.

• Train and coach SRs on execution standards, reporting discipline, and market development.

Sales Execution & Market Control

• Drive primary and secondary sales growth in the assigned division.

• Ensure proper SKU distribution, pricing discipline, and trade scheme execution.

• Monitor receivables, dealer credit discipline, and stock rotation.

Competitive & Market Intelligence

• Closely monitor competitor activities.

• Understand how competing ASMs operate in dealer setup, freezer deployment, and promotions.

• Provide structured market feedback to management for strategy refinement.

Reporting & Coordination

• Submit regular reports on dealer performance, freezer productivity, SR output, and market gaps.

• Coordinate with marketing, supply chain, and management to ensure smooth operations.

Salary Structure:

• Base Salary: BDT 30,000

• Performance-Based Incentives: Up to BDT 15,000

• Total Monthly Earning Potential: Up to BDT 45,000, based on performance

This is a performance-driven sales role. Candidates confident in dealer development and execution will earn more.

Why Join Us

• Opportunity to build markets, not just maintain them.

• Clear performance-linked earning structure.

• Growing brand.

• Direct involvement in strategic expansion in key divisions.