Regional Sales Manager

Key Responsibilities

I. Sales Strategy & Target Achievement

• Regional Sales Planning:
  Develop, implement, and execute a comprehensive regional sales strategy for the Snacks & Namkeen portfolio that is aligned with national business objectives.
• Target Ownership:
  Own and achieve primary and secondary sales targets for the assigned region, including revenue, volume, and profitability goals.
• Market Growth:
  Identify new business opportunities, expand the retail and wholesale customer base, and recommend strategies to tap into white spaces and new product segments.
• Forecasting:
  Prepare accurate monthly, quarterly, and annual sales forecasts and budgets based on market insights, historical data, and sales team input.

II. Channel & Distributor Management

• Distribution Network:
  Establish, nurture, and manage a robust and efficient network of distributors and wholesalers.
• Relationship Management:
  Act as the primary point of contact and build strong, long-term relationships with key distributors, modern trade accounts, and large retail chains in the region.
• Inventory & Logistics:
  Monitor stock levels at distributor points, ensure timely order fulfilment, and work with the logistics team to optimize inventory management and reduce out-of-stock (OOS) rates.
• Commercial Negotiation:
  Negotiate commercial terms, price schedules, and sales-related contracts with channel partners and key accounts to maximize product margins and regional profitability.

III. Team Leadership & Development

• Team Management:
  Recruit, train, lead, and motivate a high-performing regional sales team, including Area Sales Managers and Field Sales Executives.
• Performance Monitoring:
  Set clear Key Performance Indicators (KPIs) and sales quotas for team members and conduct regular field visits and performance reviews.
• Coaching & Mentoring:
  Provide continuous coaching, sales training, and guidance to the team on product knowledge, selling skills, distributor management, SFA & DMS and market coverage.
• Accountability:
  Foster a culture of accountability, motivation, and performance excellence to ensure collective sales targets are consistently met.

IV. Market Analysis & Merchandising

• Market Intelligence:
  Conduct continuous market research, competitor analysis, and consumer behaviour studies to provide actionable insights to senior management.
• Trade Visibility:
  Ensure superior visibility and availability of products across all retail outlets. Drive effective in-store merchandising, point-of-sale (POS) execution, and stock-keeping unit (SKU) assortment.
• Promotional Execution:
  Collaborate with the Marketing team to plan and execute regional promotional campaigns, consumer schemes, and trade schemes for optimal impact and return on investment (ROI).
• Reporting:
  Prepare detailed weekly and monthly reports on sales performance, market trends, promotional effectiveness, and competitor activities for senior leadership.

Qualifications & Skills

Educational Qualification

• Minimum Graduation from any faculty.
• MBA or a Master's degree in Sales/Marketing would be an added advantage.

Experience

• Minimum of
  12+ years
  of progressive sales experience in the
  FMCG sector
  , with at least
  3-5 years in a Regional Sales Manager or a similar leadership role.
• Mandatory:
  Significant and proven experience in the
  Snacks, Namkeen, or Beverage
  is a must.
• Demonstrated experience in managing large territories, complex distribution networks (General Trade), and sales teams.
• Proven track record of consistently meeting or exceeding aggressive sales targets.

Key Skills

• Leadership and People Management:
  Exceptional ability to lead, motivate, and develop a large, diverse field sales team.
• FMCG Expertise:
  In-depth knowledge of FMCG distribution systems, trade margins, retail networks, and local market dynamics (specifically for snacks).
• Strategic & Analytical Thinking:
  Strong commercial acumen with the ability to analyze complex sales data (e.g., numeric/weighted distribution, stock levels, trade schemes) to inform strategic decisions.
• Communication & Negotiation:
  Excellent verbal and written communication skills, with a strong ability to negotiate high-value contracts and build rapport with key stakeholders.
• Technology Proficiency:
  Proficient in MS Office Suite (especially advanced Excel for reporting) and experience with CRM or Sales Force Automation (SFA) software.
• Adaptability & Resilience:
  Ability to thrive under pressure in a fast-paced, high-volume environment and manage frequent travel within the region.

About Us:

The brand Evita, under the aegis of Apricot Foods Limited, is a part of the prestigious RPSG Group since 2017. With origins in 2004, the brand now has more than 60 different variants and 80 SKUs, spanning across categories like namkeens, chips, extruded snacks, fryums and popcorn.

We are a wholesome family snacking brand with ethnic and western snacking options. Catering to the entire Indian snacking palette, we have expanded across seventeen states with over 1100+ channel partners. We follow a robust sale distribution model, engaging and encouraging small entrepreneurs to expand their product range. With four manufacturing facilities and excellent in-house R&D unit and seasoning manufacturing units, we ensure providing our customers with value for money.

Please feel free to reach out in case of any further details.

Regards,

Ravi Kumar Sharma

Assistant Manager – HRBP

RPSG Group's Apricot Foods Pvt. Ltd.