Area Sales Manager

Company Overview
Universal Robina Corporation (URC) is one of the leading branded food and beverage companies in the Philippines, with an established presence across ASEAN and international markets.
As part of the URC Group, URC Vietnam operates in the fast-moving consumer goods (FMCG) industry, bringing well-known brands such as C2, Rong Do, Jack n' Jill brands Dynamite and Cream-O to Vietnamese consumers. The company continues to strengthen its brand portfolio, expand its market reach, and respond to evolving consumer needs.
Driven by a commitment to quality, innovation, and operational excellence, URC Vietnam focuses on sustainable business growth while fostering a collaborative environment where people can develop and contribute to the company's success.
Job Purpose The Area Sales Manager (ASM) - Beverage is responsible for delivering sales volume, distribution and in-market execution in an assigned territory under the direction of the Field Sales Manager (FSM). The role drives distributor-led beverage sales, ensures availability and visibility of priority beverage SKUs, coaches frontline sales teams and converts market insights into actions that improve outlet coverage and sales productivity.
Key Responsibilities
Beverage Territory Planning and Sales Delivery
· Translate approved Beverage sales plans into monthly, weekly and daily targets by distributor, route, outlet and priority SKU within the assigned territory.
· Deliver territory targets for beverage sales volume, active outlets, numeric distribution, product availability, assortment and in-store execution.
· Track results by distributor, route and SKU; respond to gaps, seasonal demand and competitor activities with corrective actions aligned with the FSM.
Beverage Distributor and Route-to-Market Management
· Work with assigned distributors to deliver sell-in and sell-out plans, order fulfillment, market coverage and adequate stock of core beverage SKUs.
· Review route effectiveness, outlet visit discipline, sales productivity, stock levels and stock rotation; address out-of-stock, slow-moving and near-expiry risks.
· Develop relationships with distributors and beverage outlets to expand active distribution and improve execution in traditional trade and other assigned channels.
Field Sales Team Leadership and Coaching
· Guide and coach assigned Sales Supervisors and frontline sales teams, as applicable, on daily targets, beverage selling priorities and execution standards.
· Conduct regular field coaching and joint market visits to improve sales call quality, route productivity, objection handling and execution at beverage outlets.
· Review team performance, provide timely on-the-job feedback and escalate material people or execution issues to the FSM.
Beverage Outlet Execution and Trade Activation
· Ensure availability of priority beverage SKUs, effective assortment, shelf/display visibility, POSM execution and cold-product availability or cooler execution where applicable.
· Coordinate with Trade Marketing and distributors to execute approved beverage promotions and outlet activations; monitor compliance and resolve market issues.
Market Intelligence and Beverage Performance Reporting
· Monitor beverage consumption trends, competitor brands, pack sizes, pricing, promotions, retailer feedback and local demand opportunities.
· Provide accurate daily, weekly and monthly reports to the FSM on sales volume, distribution, outlet coverage, route productivity, activation execution and distributor stock.
· Use sales data and field observations to recommend territory actions that improve beverage availability, outlet penetration and sell-out performance.
Cross-functional Coordination and Compliance
· Coordinate with Customer Service, Logistics, Finance and Trade Marketing to support beverage order processing, timely deliveries, stock availability and issue resolution.
· Support distributor receivables follow-up and stock-management controls in line with approved company policies and commercial terms.
· Ensure compliance with sales procedures, approved trade programs, route-to-market standards, product handling requirements and reporting guidelines.
Job Requirements
Must-have Requirements
· College diploma or university degree; a background in Business Administration, Sales, Marketing, or a related discipline is relevant.
· At least 3 years of FMCG field sales experience, including hands-on experience selling beverage products through distributor-led channels.
· Practical experience managing distributors, retail territories and frontline sales teams; experience coaching Sales Supervisors or salesmen is required.
· Strong knowledge of beverage channel dynamics, traditional trade execution, outlet coverage, route planning, beverage SKU mix and retail visibility.
· Ability to drive sell-in and sell-out, monitor distributor stock and stock rotation, and execute beverage promotions in the market.
· Strong field execution, planning, analytical, communication, negotiation and problem-solving skills; proficient in Excel and PowerPoint.
· Willingness to travel extensively within the assigned territory and conduct regular in-market coaching and visits.
Preferred Requirements
· Experience with ready-to-drink beverages (e.g., tea, energy drinks or other packaged beverages), particularly in General Trade (GT).
· Demonstrated improvement in beverage distribution, outlet activation, sales call productivity or distributor performance.
· Experience executing in-store cooling or cooler visibility initiatives, where relevant to the assigned channel.
· Working English communication skills and experience collaborating with Trade Marketing, Customer Service and Logistics teams.
Core Competencies
· Beverage Sales Execution and Territory Management
· Distributor Management and Beverage Route-to-Market
· Sales Volume, SKU Mix and Distribution Analysis
· Beverage Outlet Activation and Retail Visibility
· Field Coaching and Frontline Sales Leadership
· Trade Promotion Execution and Commercial Negotiation
· Cross-functional Coordination and Issue Resolution
· Ownership, Market Discipline and Compliance
Why Join URC
· Opportunity to develop deep Beverage category expertise through hands-on field execution in a multinational FMCG company.
· Opportunity to grow professionally while working with experienced Sales and cross-functional teams.
Interested candidates can submit an updated CV via email: [protected info] [protected info]
Ngành nghề: Bán lẻ / Bán sỉ, Bán hàng / Kinh doanh
Kinh nghiệm: 5 Năm
Cấp bậc: Quản lý
Hình thức: Nhân viên chính thức
Địa điểm: Đồng Bằng Sông Cửu Long