The Area Sales Manager (ASM) is responsible for leading, coaching, and developing a team of Field based Sales Representatives who acquire and retain new regular customers. The ASM ensures that the team delivers sustainable sales growth, by building a pipeline in the appropriate segments and consistently executing the Lyreco sales process which delivers winning results and an excellent new customer experience. Job Description Lead, coach, and motivate a team of Field Sales Reps to achieve monthly and annual sales targets. Conduct regular field accompaniments to observe performance and provide ongoing coaching. Review team performance through daily/weekly routines, sales activity, pipeline management, pricing, and product mix using CRM tools and Power BI dashboards Manage the acquisition and retention of new customers. Work with Merchandising, Marketing, Supply Chain, Customer Service, and Finance to identify opportunities, solve issues and drive growth. Ensure the team follows Lyreco's sales process, pricing guidelines, and compliance standards Conduct regular team meetings, performance reviews, and skills training. Prepare regular updates for the SMB Sales Director on team performance, wins, risks, and required support. Qualifications Bachelor's degree in business or related field. 5+ years' experience in B2B sales leadership or team management. Proven experience in leading, coaching and developing a team. Good analytical ability with experience using CRM, Salesforce or digital reporting tools. Excellent communication and negotiation skills in Thai & business English Service-minded, self-motivated, and able to work collaboratively. Possession of a valid driver's license and willingness to travel within assigned area