Regional Sales Manager

Job Summary:
The Regional Sales Manager (RSM) will be responsible for leading and managing sales operations
across a larger geographical region, encompassing multiple Area Sales Managers (ASMs) and their
respective teams. This role involves developing and executing long-term growth strategies,
achieving ambitious sales targets, optimizing distribution networks, building strong relationships
with key regional accounts, and driving overall sales growth for company's range of chocolate and
confectionery products. The RSM will provide strategic guidance, mentorship, and support to the
sales teams within the region, ensuring efficient and ethical sales practices and maximizing market
penetration. The RSM will focus on selling solutions to customers, cultivating strong relationships
with key stakeholders, and expanding company's presence in both traditional and emerging channels.
Responsibilities:
● Regional Sales Strategy and Planning:
o Develop and implement comprehensive regional sales strategies and business plans
to achieve company objectives, with a focus on long-term growth.
o Set ambitious sales targets and KPIs for the region, aligned with overall company
goals.
o Analyze market trends, competitive activities, and regional performance to identify
opportunities and challenges.
o Prepare accurate sales forecasts, budgets, and reports for the region, providing
regular updates to senior management.
● Sales Team Leadership and Management:
o Recruit, train, mentor, and manage Area Sales Managers (ASMs) within the region.

o Provide strategic guidance, coaching, and support to ASMs to enhance their
leadership and sales effectiveness.
o Foster a high-performance culture within the regional sales team, promoting
collaboration, accountability, and continuous improvement.
o Conduct regular performance reviews and implement development plans for ASMs.
● Distribution Network Optimization:
o Evaluate and optimize the distribution network across the region to ensure efficient
product availability and market coverage.
o Identify and appoint new distributors or restructure existing networks to maximize
sales and market penetration.
o Negotiate and manage agreements with key regional distributors, ensuring
alignment with company policies and objectives.
o Monitor distributor performance, analyze sales data, and implement corrective
actions to improve efficiency and effectiveness.

● Key Account Management:
o Identify, develop, and maintain relationships with key regional accounts, including
large retailers, wholesalers, and food service providers.
o Negotiate and manage regional agreements with key accounts to maximize sales,
profitability, and long-term partnerships.
o Ensure high levels of customer satisfaction and address any complex issues or
concerns promptly and effectively.
o Focus on selling solutions to meet customer needs and build long-term value.
o Develop strategies to create rapport with key stakeholders within customer
organizations.

● New Business Development and Market Expansion:
o Identify and explore new business opportunities within the region to expand the
customer base and increase sales.
o Develop and implement strategies for new market entry and product launches
within the region.
o Analyze market potential and identify growth areas for company's products.
o Drive expansion to smaller and rural towns to increase market penetration.
o Develop plans to update and grow sales in alternate channels such as QSR (Quick
Service Restaurants), home bakeries, cloud kitchens, etc.

● Brand Management and Marketing Alignment:
o Ensure effective execution of brand promotion activities and marketing initiatives
across the region.

o Collaborate with the marketing team to develop and implement regional marketing
campaigns and trade promotions.
o Monitor brand performance and provide feedback to the marketing team on
regional market trends and customer preferences.

● Product Management and Pricing:
o Provide input on product development and ensure successful implementation of
new product launches in the region.
o Develop and manage regional pricing strategies to optimize profitability and
competitiveness.
o Be seen as a regional Subject Matter Expert (SME) on company's product knowledge,
Unique Selling Propositions (USPs), and Sales & Distribution (S&D) strategies.

● Compliance and Ethical Practices:
o Ensure adherence to company policies, procedures, and ethical practices across the
region.
o Monitor and ensure proper administration of claim processing, discount policies,
and other sales-related processes.
o Promote a culture of integrity and compliance within the regional sales team.
● Market Intelligence and Reporting:
o Gather and analyze market intelligence, including competitor activities, customer
feedback, and industry trends.
o Provide regular reports to senior management on regional sales performance,
market conditions, and key business insights.
o Be abreast of industry developments and adapt sales strategies accordingly.

Master's degree in any discipline Sales/Marketing or Business Administration preferred.
● Extensive proven 15 + Years of experience in sales, with a minimum of 10 years in the FMCG
or food industry, including significant experience in sales management. A mix of B2B & B2C
Industry will be considered.
● Demonstrated experience in managing and leading large sales teams and complex
distribution networks.
● Strong leadership, strategic thinking, and business acumen.
● Excellent communication, negotiation, and interpersonal skills.
● Proven ability to build and maintain strong relationships with key accounts, distributors, and
internal stakeholders.
● Highly self-motivated, results-oriented, and able to thrive in a fast-paced environment.

● Exceptional analytical, problem-solving, and decision-making skills.
● Strong understanding of financial principles and budget management.
● Proficiency in MS Excel and Data Analytics.
● Willingness to travel extensively within the assigned region.
Preferred Qualifications:
● Experience in the Horeca or confectionery industry.
● Proven track record of successful sales strategy development and execution, including long-
term growth strategies.
● Experience in training and developing sales leaders.
Key Considerations:
● This job description is a general outline and may be subject to change based on business
needs.
● The food sales industry is dynamic; flexibility, adaptability, and a proactive approach are
essential for success.
Direct Reports : Area Sales Managers will report to this position
Reports to :This position will report to Zonal Sales Manager