Area Sales Manager

Location: Ludhiana / Chandigarh Region

Industries: Fashion/ lifestyle/ Retail

About Sweet Dreams

SWEET DREAMS (listed on NSE under the ticker SDREAMS) is India’s premier sleepwear brand. We specialize in products that celebrate comfort, style, and utility, offering a delightful transition from work to home. With over three decades of market presence, our collections reflect evolving lifestyles while maintaining a core of warmth and relaxation. Formerly known as S D Retail Limited, the brand has a legacy of 35 years.

Role Overview

The Area Sales Manager (ASM) & Business Development is responsible for driving regional sales performance across Exclusive Brand Outlets (EBOs) while leading expansion initiatives. The role combines strong sales ownership with business development and cross-functional coordination to ensure profitable growth, new store openings, and operational excellence.

Key Responsibilities

1. EBO Expansion & Business Development

• Identify potential locations and markets for new EBO openings.
• Conduct feasibility studies including footfall analysis, competition mapping, and revenue projections.
• Follow up with landlords, mall management, and property consultants as per stakeholder guidelines for timely closures.

2. Sales & Revenue Planning

• Support pre-opening sales planning and target setting for new EBOs.
• Monitor post-opening performance and ensure stabilization of stores.
• Analyse sales trends and recommend actions for performance improvement.

3. Stakeholder Management

• Act as a single point of contact between internal teams and external stakeholders.
• Build and maintain relationships with landlords, vendors, and partners.
• Ensure smooth communication and issue resolution during store setup and operations.

4. Operational Excellence

• Ensure adherence to company policies and retail standards across all EBOs.
• Coordinate for merchandising, stock availability, and promotional activities during launch.
• Support audit and compliance requirements for new stores.

5. Travel

• Travel extensively within the assigned region for site visits, store setup, and partner meetings.

Qualifications & Skills

• Bachelor’s degree in Business, Marketing, or a related field.
• 6-10 years of experience in retail expansion, business development, or EBO operations (fashion/lifestyle/retail preferred).
• Strong project management and coordination skills.
• Excellent negotiation and stakeholder management abilities.
• Strong communication skills in English and local languages.
• Ability to multitask, prioritize, and work under pressure.
• Local candidate from Ludhiana or Chandigarh region preferred.

Key Competencies

• Market insight and commercial acumen
• Execution and planning excellence
• Strong networking and relationship management
• Problem-solving and decision-making ability
• High ownership and accountability

Salary Range: 8 LPA - 10 LPA

Email: [email protected]