Area Sales Manager

About the role

British American Tobacco is seeking an experienced Area Sales Manager to lead its brand portfolio in the Heredia territory of Costa Rica. You will be responsible for ensuring product availability, driving sales performance, and positioning BAT as the preferred supplier for customers.

Key responsibilities

• Manage product availability, freshness, and execution of BAT’s brands while optimizing supply‑chain costs.
• Coach and develop Field Representatives through on‑site guidance and continuous performance monitoring.
• Increase brand sell‑out through effective point‑of‑sale activities that influence consumer purchasing.
• Position BAT as the benchmark supplier for all assigned customers.
• Plan and optimise territory distribution to guarantee continuous availability, quality, and cost efficiency.
• Safeguard and efficiently utilise accounts, assets, and resources.
• Set and cascade sales targets to Field Representatives based on route and customer potential.
• Maintain accurate Territory Business Master data aligned with the active customer base.

Required profile

• Bachelor’s degree in Business Administration, Marketing or a related field.
• Minimum of 5 years of experience in sales, trade marketing or distribution within FMCG or retail.
• Proficiency in written and spoken English.
• Proven people‑management and field‑leadership experience, including coaching and team development.
• Strong strategic negotiation abilities and deep knowledge of FMCG distribution channels.
• Commercial and financial management skills, including budget control.

Required skills

• Microsoft Office proficiency

What we offer

• Market‑leading annual performance bonus (subject to eligibility).
• Health plans, work‑life balance initiatives, transportation support and flexible holiday options.
• Opportunities for internal advancement, online learning platforms and personalized growth programs.