What is an Area Manager and what are their functions?

An area manager is a mid-level management position commonly found in most organizational structures. They are responsible for overseeing the operations, strategy, and coordination of multiple branches, departments, or business units, whether defined by geographic region or specific industry. Area managers are key strategic players, entrusted with executing corporate strategies, improving performance, and managing personnel within their assigned locations. This article aims to outline the main responsibilities of an area manager in public management and provide a detailed overview of the role’s specific functions.

What does an Area Manager normally do?

An Area Manager supervises operations for multiple locations or companies in a corporation. This could range from retail stores to service industries, such as restaurants, or even financial services. 
An Area Manager is primarily responsible for controlling each subordinate site within their geographic zone on a scale for sales, customer and regulatory compliance, and internal operational and structural orders.

Key functions of an Area Manager

The functions of an Area Manager encompass a range of responsibilities, including strategic management, operational oversight, and human resource management. This role offers significant flexibility, as an Area Manager must adapt to varying tasks and environments. They typically oversee operations across multiple geographic regions, with their duties structured to complement the organization's administrative framework.

Administrative functions

The Area Manager's job description will also entail coordinating daily business operations in the region. This is a combination of proper inventory control, headcount management, implementing health and safety policies and any other issue that may arise within operations. It is also the primary responsibility of an Area Manager to always work with location managers to ensure that each branch meets the benchmark performance indicators that have been set for them.

Capacity planning, budget management and financial control

Area Managers must also take responsibility for the results on the business of the locations for which they are responsible. This means there should be a clear plan on how to record sales, how to control costs and how to help each branch to earn  revenue. However, they may also be called upon to help set performance targets, prepare budgets and review documents in search of loopholes.

Supervision and advancement of employees

Apart from  all the above, an Area Manager does really well in terms of both management and nurturing the personnel they manage. This involves using, training, and passing on useful information to the managers of the location and other employees. Successful Area Managers establish a friendly environment with good team spirit and encourage their staff, providing them with  feedback to assist in retaining employees in a focused way as they have been trained to do.

Strategic planning and execution

At the operational level, implementing company policies is a key responsibility for area managers. This often involves driving changes in marketing strategies, introducing new products or services, and refining business processes. Area managers must have a deep understanding of the company's overall strategic plans and ensure these are effectively executed within their assigned regions. They are also responsible for reporting on the progress and success of these implementations in their designated areas.
Conclusion

It should be mentioned that while the role of Area Manager is fascinating, it is also difficult. This is because the people in such positions are involved in operations, finance and human resource management. For those professionals who wish to make a good fit in this position and perform with the utmost professionalism, it is advisable to pursue a cross-border education such as ESIC University’s Executive MBA (EMBA) program. The best place for an Area Manager is ESICs’ EMBA program, which provides practical training in business management and leadership development.

The ESIC University action plan: Executive MBA (EMBA)

An Area Manager’s job is quite versatile and requires diverse management skills, including operational, leadership, financial and strategic abilities. Persons who wish to hold this position and  want to grow professionally should seek an educational program such as an Executive MBA (EMBA) at ESIC University. In an EMBA program like the one offered by ESIC, working adults can polish their management skills and acquire new business patterns.

ESIC's Executive MBA program provides a comprehensive curriculum that integrates courses on management, leadership, and strategic planning. Students are equipped with the skills to manage geographically diverse operations, as well as oversee human resources effectively. The program also covers key areas such as financial management, strategy development, and organizational administration, all of which are crucial for individuals aspiring to become successful Area Managers.

Why choose ESIC University?

The first thing to highlight about ESIC University’s Executive MBA (EMBA) is what is known as the “active learning zones”, which deal with real business issues and business problems. Students on the program are able to combine theoretical and practical work in the course of learning. Furthermore, it is also clear that ESIC has established excellent relationships with industry through fieldwork, which gives students excellent opportunities of being employed in the short term.

The emphasis on area management development highlights the need to enhance the skills of EMBA degree holders in managerial roles. Through case studies, business role-playing activities, management courses, and interaction with multi-site organizations, students acquire leadership skills that equip them to effectively manage teams across diverse locations.