Develop and execute the annual sales plan for the area.Lead and manage Sales Supervisors and field teams.Achieve revenue and profitability targets.Manage Modern Trade and key strategic accounts.Control operating expenses within agreed ratios.Oversee credit management and minimize financial risk.Analyze sales data and implement corrective actions.Increase distribution coverage and market share.Coordinate pricing and promotional strategies with top management.Sales growth.Gross margin.Expense-to-sales ratio.Working capital turnover.Collection efficiency.Market share growth. 7–10 years of FMCG sales experience.Proven experience as Area Manager.Strong Modern Trade exposure.Financial & commercial acumen.Strong leadership and team-building skills.Budgeting and reporting expertise.Working in the Food Industry