Cooking & Listening to Bollywood music
Sk Asif Ali
Sales & Distribution Professional
Kolkata
Summary
Experienced Sales & Distribution professional with a strong track record in managing FMCG distribution, driving revenue growth, and executing go-to-market strategies. Skilled in sales operations, distributor management, and cross-functional coordination with expertise in tools like DMS and SFA.
Overview
8
8
years of professional experience
5
5
years of post-secondary education
3
3
Languages
Work History
Distribution Manager
Reliance Consumer Product Limited
Kolkata
05.2024 - Current
- Led distribution operations across the assigned territory, managing 450+ distributors and driving over ₹400 Cr in annual sales
- Executed effective route-to-market strategies to boost product availability and optimize last-mile delivery
- Collaborated closely with supply chain and logistics teams to ensure accurate inventory levels and timely stock replenishment
- Monitored key performance indicators (KPIs) for distributor performance, ROI, service levels, and process compliance
- Spearheaded new distributor onboarding, including infrastructure setup to ensure long-term business sustainability
- Deployed digital tools like Distributor Management System (DMS) and Sales Force Automation (SFA) for real-time visibility and operational efficiency
- Played a pivotal role in aligning Sales, Planning, Production, and Supply Chain teams for seamless execution and demand fulfillment
- Assisted the Regional Sales Manager (RSM) in identifying underperforming areas and implementing strategic improvements aligned with market trends to drive business growth
Area Sales Manager
Varun Beverages Limited-(PepsiCo)
09.2022 - Current
- Supervising 10 CEs & 77 PSRs with 7 DBRs and delivering INR 90 Cr+ business annually
- Administering sales & distribution across various channels and company agendas
- Ensuring planning for monthly AOP numbers, stock allocation, Depot management, infra development, manpower recruitment and development
- Monitored customer buying trends, market conditions, and competitor actions to adjust strategies and achieve sales goals
- Exceeded targets by building, directing, and motivating high-performing sales team
- Meeting primary & secondary targets as well as managing
- New product launch plan & execution in the defined territory
- ROI related closures with the stakeholders
- Forecasting Sales on monthly basis to help production team
Assistant Manager - Sales
Godfrey Phillips India Limited
Kolkata
07.2019 - 09.2022
- Supervised 6 TLs & 56 SEs with 6 WDs and delivered INR 13 Cr+ business annually
- Ensured Annual Plan in terms of primary, secondary and other KPIs
- Tracked SE/TL performance on quarterly/monthly/weekly basis and mentored them to maximize productivity
- Implemented sales strategy to achieve targets through analysis of Nielson & internal data of various market
- Executed and track distribution expansion by analyzing Town's class, Outlet's type and category as per plan and take corrective action
- Monitored merchandising standards, planogram, and product visibility
- Ensured WD claims are settled in time by proper scrutiny and verification
- Managed WDs and collaborating with them to ensure healthy ROI
- Forecasted monthly and quarterly sales to plan and execute optimum result
Sales Officer
Bajaj Consumer Care
South Delhi
06.2018 - 07.2019
- Handled 5 ISRs and 2 Distributors with 2.5 Cr+ business annually
- Achieved primary and secondary sales targets throughout my journey
- Strengthened retail channel through constant working on depth & width
- Motivated team to work on AVF at retail channel
- Ensured implementation and effective utilization of SFA & DMS
- Guided Distributor to get healthy ROI and timely submission of claims
Sales Intern
ITC Limited
04.2017 - 06.2017
- Realigned RCP after validating beat and resulting in positive feedback
- Maintained visibility standards by keeping displays clean and organized
- Motivated team to launch 'Engage Pocket Perfume' successfully
- Guided 1 Supervisor and 1 DS to crack maximum NBO and clean D&D from the market
- Mentored DS on customer service and trade input utilization
Education
Master of Business Administration -
Jaipuria Institute of Management
01.2016 - 01.2018
Bachelor of Business Administration -
West Bengal University of Technology
01.2012 - 01.2015
Skills
- Distribution strategy
- Distributor handling
- Supply chain coordination
- Sales collaboration
- Route planning
- Channel Sales
- Team Management
Interests
Professional Footprints
- West Bengal
- Haryana
- Delhi
Timeline
Distribution Manager
Reliance Consumer Product Limited
05.2024 - Current
Area Sales Manager
Varun Beverages Limited-(PepsiCo)
09.2022 - Current
Assistant Manager - Sales
Godfrey Phillips India Limited
07.2019 - 09.2022
Sales Officer
Bajaj Consumer Care
06.2018 - 07.2019
Sales Intern
ITC Limited
04.2017 - 06.2017
Master of Business Administration -
Jaipuria Institute of Management
01.2016 - 01.2018
Bachelor of Business Administration -
West Bengal University of Technology
01.2012 - 01.2015
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