Regional Sales Manager - FMCG

1. Role Summary:

To drive sales, distribution, revenue, and market visibility across the assigned region by developing and executing effective regional sales strategies, leading the sales team, strengthening distributor partnerships, and ensuring excellence in market execution to achieve overall business objectives.

2. Key Responsibilities:

A. Sales & Business Achievement:

• Deliver monthly, quarterly, and annual sales, revenue, and distribution targets for the assigned region.
• Develop and execute regional sales plans aligned with overall business objectives.
• Drive growth in numeric and weighted distribution across the region.
• Identify opportunities for market expansion, new outlet addition, and range selling.
• Monitor regional business performance and implement corrective actions to bridge performance gaps.
• Drive sustainable and profitable business growth across the assigned territory.

B. Team & Distributor Management:

• Lead, coach, and motivate ASMs and the wider frontline sales team to achieve business objectives.
• Set clear performance objectives and conduct regular business reviews.
• Build and maintain strong relationships with distributors and key channel partners.
• Ensure healthy distributor ROI, timely claim settlements, inventory hygiene, and overall distributor financial health.
• Improve distributor productivity, sales efficiency, and market coverage.
• Develop team capabilities through regular coaching, training, and field engagement.

C. Market Execution:

• Drive effective implementation of visibility initiatives, trade promotions, and sales strategies across the region.
• Ensure consistent execution of company guidelines and brand standards across markets.
• Drive outlet expansion, range selling, product availability, and market penetration.
• Monitor competitor activities, market trends, and regional business dynamics.
• Conduct regular market visits and joint field working to assess execution standards.
• Provide actionable market insights and recommendations to the leadership team.

D. Process, Reporting & Compliance:

• Ensure adherence to company policies, pricing guidelines, trade schemes, and sales processes.
• Drive effective adoption of sales reporting systems, trackers, and dashboards.
• Review regional sales reports and identify key performance gaps and business opportunities.
• Ensure timely and accurate reporting from the sales team.
• Monitor sales forecasts, distributor inventory, and secondary sales performance.
• Maintain high standards of process discipline and compliance across the region.

3. Key Performance Indicators (KPIs):

• Achievement of regional sales and revenue targets.
• Growth in numeric and weighted distribution.
• Regional market expansion and outlet coverage.
• Sales team productivity and target achievement.
• Distributor ROI, health, and productivity.
• Visibility and market execution scores.
• Range selling and new outlet addition.
• Primary and secondary sales growth.
• Forecasting and reporting accuracy.
• Improvement in overall regional market share.

4. Skills & Competencies:

• Strong leadership and people management capabilities.
• Strong business acumen and sales orientation.
• Excellent communication, negotiation, and relationship-building skills.
• Strong analytical, planning, and problem-solving abilities.
• High customer and market orientation.
• Excellent execution and result-oriented mindset.
• Ability to manage multiple teams, distributors, and stakeholders.
• Proficiency in MS Office, Excel, and sales reporting tools.
• Ability to work effectively in a dynamic and fast-paced FMCG environment.