Area Activation Manager - Central London
Job Purpose
This job description outlines the core responsibilities of the Area Activation Manager (AAM) role at PML. It is intended as a guide and may evolve over time to reflect changing business needs. It does not represent an exhaustive list of duties.
The Area Activation Manager (AAM) is a strategic leader responsible for managing and developing a high-performing team of Territory Sales Executives (TSEs). This role ensures the delivery of clear, actionable strategies aligned with business goals, while fostering a culture of engagement, motivation, and continuous improvement. The AAM is accountable for day-to-day people management responsibilities, setting direction, regularly reviewing team performance, conducting audits, and implementing learning interventions where needed. A key part of the role is to support the professional growth and development of each team member, ensuring they are equipped and empowered to deliver exceptional commercial results. The AAM ensures that Territory Sales Executives (TSEs) are empowered, aligned, and equipped to deliver exceptional sales results in a dynamic FMCG environment.
Key Responsibilities
Leadership and Team Management
Coach and develop the team through on-the-job training in field to ensure that both personal and business objectives are met through dedicated support.
Proactively drive team engagement and drive culture through team regular team engagement practices. Ensure clear action plans and follow ups are set up following annual engagement survey.
Ensure area territory plans are aligned with business strategy and growth plans.
Regularly ensure audits are taking place for each TSE in your area is audited on average 4 times a quarter.
Regularly review ongoing quality acquisition audits to drive behaviour and activity aligned with compliance and focussed on sustainable growth.
Lead, inspire, and coach a team of TSE’s, fostering a high-performance culture built on motivation, accountability, and collaboration.
Provide a clear strategic direction and quarterly plans aligned with business objectives, ensuring each team member understands their role in delivering success.
Conduct regular team meetings and one-to-ones to maintain engagement, share updates, and address challenges proactively.
Ensure clear quarterly strategy and plans supplemented with regular performance and KPI reviews.
Ensure all people-related decisions are made with transparency, fairness, and in alignment with our DNA values. This includes managing sickness absence, performance, and wellbeing, with full accountability for completing and submitting all required documentation accurately and on time.
Performance Management and Auditing
Monitor and review individual and team performance regularly, using data insights to identify trends, gaps, and opportunities.
Conduct structured audits (3–5 per team member per quarter) to assess compliance, quality of execution, and adherence to standards.
Implement corrective actions and learning interventions where needed, ensuring continuous improvement and sustainable growth.
Coaching & Development
Establish development standards and service excellence using CX principles.
Support the professional growth of each team member through tailored development plans, regular coaching, and feedback.
Recognize and nurture talent, preparing team members for future leadership roles. Apply coaching techniques such as:
Micro-coaching
GROW model (Goal, Reality, Options, Will)
Effective questioning
Motivational strategies
Data-driven coaching
Regular transparent and constructive two way feedback
Communication & Information Management
Identify and utilize appropriate communication channels between HO and team ensuring clear and regular communication.
Ensure timely, accurate dissemination of information to stakeholders and team.
Maintain clear, timely, and transparent communication between the team, regional leadership, and head office.
Share regular updates on performance, progress, and key initiatives with the Regional Activation Manager (RAM).
Ensure accurate and timely reporting of activities, insights, and outcomes. Prepare and present reports regularly on activation activities and outcomes.
Share regular progress and communication with your RAM.
5. Strategic Territory Management
Provide clear business context and create consistent ways of working across team and region, with guidance from RAM.
Drive strategic and forward planning to prioritize time using data insights.
Coordinate with stakeholders to shape future business strategies.
Build and lead a highly organized, skilled, and strategic team.
Build relationships with key retailers to build strong growth focussed opportunities are realised
6. New Business Development
Design and execute through team area growth strategies based on business metrics.
Develop partnerships across a multi-category portfolio.
Define account selection criteria aligned with growth objectives.
Ensure customer-centricity by evaluating territory demographics.
Manage stakeholder expectations through robust communication.
Required Skills & Competencies
Technical & Functional Skills
Strong analytical and strategic planning capabilities
Proficiency in data interpretation and performance metrics
Excellent communication and delegation skills
Experience in territory and stakeholder management
Familiarity with customer experience (CX) frameworks
Leadership and Interpersonal Skills
Ability to inspire, motivate and develop high-performing teams
Strong decision-making and problem-solving abilities
Experienced in leading diverse teams, providing coaching and feedback, managing performance and fostering a collaborative work environment
Collaborative mindset with cross-functional coordination skills
Tools and Technology
CRM systems and sales analytics tools (e.g., PowerBi)
Microsoft Office Suite (Excel, PowerPoint, Word)
Digital communication platforms (e.g., Teams)
Qualifications & Experience
Bachelor’s degree in Business or Marketing (desired)
5+ years of experience in sales, field activation, or territory management FMCG industry experience
Experience in team leadership, people-related processes and business development