What are the responsibilities and job description for the Area Sales Manager position at Halfday Iced Tea?
Who We Are
Halfday was founded in 2021 to reimagine the functional beverage category. Inspired by our co-founder’s personal battle with digestive illnesses, we set out to make digestive health more approachable by bringing prebiotic fiber to iced tea. We believe functional doesn’t have to mean clinical; it can be delicious, craveable, and part of everyday life! Built on grit, strong partnerships, and long-term thinking, Halfday is scaling with a focus on disciplined execution and durable growth.
Role Overview
The Area Sales Manager (ASM) is responsible for driving retail execution, distribution growth, and revenue performance within an assigned territory. This role focuses on maximizing in-store presence, velocity, and strategic account relationships while ensuring consistent execution of brand standards.
Core Focus Areas
Revenue & Performance:
- Deliver monthly and quarterly sales and volume targets
- Drive velocity (units per store per week) and account for productivity
- Identify and execute growth opportunities across the territory
Distribution & Merchandising
- Expand distribution and SKU placement across all accounts
- Secure secondary placements (endcaps, side caps, coolers)
- Ensure pricing, shelf position, and POS execution meet brand standards
Account Management
- Build relationships with store managers, distributors, and brokers
- Act as the primary field representative for the brand
- Influence store-level decisions to unlock incremental growth
Field Execution
- Conduct weekly route rides and store visits- where applicable
- Identify and resolve out-of-stocks, voids, and execution gaps
- Prioritize high-impact accounts and opportunities
Data & Reporting
- Track execution using tools – Repsly
- Report distribution gains, display wins, and performance insights
- Use data to inform territory strategy and actions
Sampling & Activation
- Execute in-store demos and sampling programs through 3rd party demo companies
- Drive trial, conversion, and brand awareness
Performance Metrics (KPIs)
- Sales volume and revenue growth
- Distribution points (new retained)
- Velocity (units per store per week)
- Display placements secured
- In-stock rate and void reduction
- Store coverage and visit frequency
- Execution compliance (pricing, placement, POS)
Standard Expectations
- Maintain daily field presence and consistent account coverage
- Execute against company playbooks and retail standards
- Demonstrate ownership and accountability for territory performance
- Communicate proactively with internal and external partners
- Operate with urgency, professionalism, and adaptability
Qualifications
- 1 years of beverage or CPG sales experience
- Strong communication and relationship-building skills
- Proven ability to drive retail execution and results
- Organized with strong time and territory management skills
- Comfortable in a fast-paced, high-growth environment
- Valid driver’s license and reliable transportation
Summary
This role is critical to scaling market performance through execution excellence, strategic selling, and consistent field engagement.