Regional Sales Manager

DEPARTMENT

: Sales 

REPORTING TO

: General Manager – Head Sales

LOCATION:

North East India (Assam, Meghalaya, Tripura, Manipur, Mizoram, Nagaland, Arunachal Pradesh & Sikkim)

JOB Overview:

The Regional Sales Manager (RSM) is a critical leadership role responsible for translating business strategy into on-ground execution by driving sales performance, strengthening distribution, developing teams, and ensuring consistent market discipline across the assigned region.

The person will be responsible for a business of approx 100 Cr/Anum

Brands - Polybion, Neurobion Fort, Evion, Clobetamil G, Betamil G, etc.

KEY RESPONSIBILITIES

1. Sales & Business Performance

• Drive achievement of
  secondary sales targets

in line with the Annual Operating Plan (AOP), monthly budgets, and business priorities.
- Monitor
territory-wise, branch-wise, and distributor-wise performance

on a daily, weekly, and monthly basis.
- Analyse sales trends, outlet productivity, and category performance to identify
growth opportunities and risks

.
- Identify underperforming territories, distributors, or team members and implement
corrective action plans

to improve results.
- Ensure alignment of regional sales plans with overall organisational goals and client expectations.

2. Distribution & Market Coverage

• Strengthen and expand
  distribution reach

by appointing new distributors, sub-distributors, and retailers in potential and untapped markets.
- Ensure
zero vacant or weak markets

across the assigned region at all times.
- Improve outlet productivity through effective
beat planning, route optimisation, and coverage norms

.
- Ensure availability of products across all priority SKUs to avoid stock-outs and lost sales opportunities.
- Monitor and improve numeric and weighted distribution parameters as per business requirements.

3. Team Management & Capability Building

• Lead, guide, and motivate a multi-layer sales team comprising
  ZSMs / ASMs / TLs / TSI / DSEs

(as applicable).
- Set clear targets, KRAs, and KPIs for team members and conduct
regular performance reviews

.
- Conduct frequent
market visits and joint working

to coach and develop the team on selling skills, execution standards, and market discipline.
- Identify capability gaps and coordinate with
HR and Training teams

to plan training, upskilling, and succession initiatives.
- Ensure timely hiring, replacement, and deployment of manpower to avoid business disruption.

4. Market Execution & Scheme Implementation

• Plan and execute
  sales promotions, schemes, and trade marketing initiatives

in line with company and principal guidelines.
- Ensure correct and disciplined implementation of schemes in the market.
- Monitor scheme performance and ROI, and recommend improvements based on market feedback.
- Ensure compliance with pricing, discounting, and promotional norms across the region.

5. Distributor & Stakeholder Management

• Build and maintain strong working relationships with
  distributors, key retailers, and trade partners

.
- Review distributor performance regularly on sales, collections, manpower, and infrastructure parameters.
- Address and resolve trade grievances, claims, and operational issues in a timely and professional manner.
- Coordinate with internal stakeholders such as
Supply Chain, Finance, HR, and Admin

to ensure smooth regional operations.

6. Reporting, Governance & Compliance

• Ensure timely and accurate submission of
  sales MIS, manpower reports, attrition data, and market intelligence

.
- Drive effective usage of
Sales Force Automation (SFA)

and reporting systems for tracking and decision-making.
- Ensure compliance with company policies, SOPs, audit requirements, and statutory guidelines.
- Maintain high standards of governance, ethics, and discipline across the sales function.

KEY PERFORMANCE INDICATORS (KPIs)

• Achievement of secondary sales targets vs AOP
• Distribution width and outlet productivity improvement
• Market coverage and zero-vacancy compliance
• Team productivity, capability development, and attrition control
• Effectiveness of scheme execution and market discipline
• Distributor satisfaction and stability

EXPERIENCE & QUALIFICATION

• Experience:

12–20 years of experience in FMCG / Distribution sales, with significant exposure to General Trade operations and regional-level responsibility.
- Leadership Exposure:

Minimum 5 years of experience managing large, multi-location sales teams.
- Education:

Graduate in any discipline or MBA / PGDM.