Regional Sales Manager - General Trade

Location: Mumbai, Maharashtra | Field-Based / Regional Travel

Employment Type: Full-Time

Experience: Minimum 6+ Years

Compensation: No Bar / As per experience and industry standards

Industry: FMCG | Personal Care | Skincare | Hygiene Products | Consumer Goods

About IFC Ventures

IFC Ventures builds and scales high-growth consumer brands in skincare, cosmetics, and FMCG. California Nutralife Global Wellness Inc. is a global consumer packaged goods (CPG) company headquartered in California, US that wholly owns and operates a diversified portfolio of brands across Skincare (California Skin+), FMCG (NutraChips, NutraBites, NutraCookies), Personal Care (Derma+), Nutraceuticals (NutraGummies) and much more.

Role Overview

We are looking for an experienced Regional Sales Manager - General Trade to lead and expand our General Trade business across assigned regions. The role will be responsible for regional sales growth, distributor development, retail expansion, team management, secondary sales, market penetration, and execution of GT sales strategies. The ideal candidate should have strong experience managing distributors, wholesalers, retailers, and field sales teams and a proven track record of growing FMCG, personal care, skincare, hygiene, or consumer product businesses.

Key Responsibilities

Regional Sales & Business Growth

• Own and achieve regional monthly, quarterly, and annual sales targets.
• Develop and execute General Trade sales strategies for the assigned region.
• Drive primary and secondary sales growth across territories.
• Expand market presence, product availability, and retail penetration.
• Identify new markets, territories, and business opportunities.
• Drive distribution and revenue growth across existing and new markets.

Distributor & Channel Management

• Appoint, onboard, and develop distributors and channel partners.
• Build strong relationships with distributors, wholesalers, and key retailers.
• Monitor distributor performance, inventory, billing, collections, and stock rotation.
• Ensure effective execution of company schemes, pricing, and sales plans.
• Improve distributor productivity and territory coverage.
• Identify and resolve channel-related issues.

Retail Expansion & Market Development

• Drive expansion across general trade outlets, supermarkets, cosmetic stores, pharmacies, and other relevant retail channels.
• Increase numeric and weighted distribution across the region.
• Identify high-potential markets and retail clusters.
• Ensure product availability, visibility, merchandising, and shelf presence.
• Develop new retail accounts and strengthen existing relationships.

Team Management

• Lead, manage, and develop Area Sales Managers, Sales Officers, and Field Sales Executives.
• Set territory-wise targets and monitor individual and team performance.
• Conduct regular field visits with the sales team.
• Coach team members on distributor management, retail execution, and sales conversion.
• Monitor productivity, coverage, beat plans, and achievement against targets.
• Build a high-performance field sales culture.

Market Intelligence & Competition

• Track competitor pricing, schemes, promotions, launches, and distribution strategies.
• Gather market feedback from distributors, retailers, and sales teams.
• Identify emerging market trends and category opportunities.
• Recommend new products, pack sizes, pricing strategies, and market initiatives based on field insights.
• Provide regular market intelligence to senior management.

Sales Planning & Execution

• Develop regional sales forecasts and territory-wise business plans.
• Plan distributor expansion and outlet coverage.
• Drive implementation of trade schemes and promotional programs.
• Coordinate with marketing, supply chain, finance, and operations teams.
• Ensure adequate stock availability across the region.

Reporting & Performance Management

• Track regional primary and secondary sales.
• Monitor distributor-wise and territory-wise performance.
• Prepare weekly, monthly, and quarterly sales reports.
• Track KPIs including sales achievement, distribution, outlet coverage, productivity, collections, and inventory.
• Present regional performance and growth plans to management.

Required Skills & Qualifications

• Minimum 6+ years of experience in General Trade / FMCG sales.
• Proven experience managing regional sales, distributors, and field sales teams.
• Experience in FMCG, Personal Care, Skincare, Cosmetics, Hygiene, Consumer Healthcare, or Consumer Goods preferred.
• Strong understanding of General Trade distribution and retail networks.
• Experience in distributor appointment, development, and management.
• Strong understanding of primary and secondary sales.
• Proven team management and leadership skills.
• Strong negotiation, communication, and relationship management abilities.
• Strong analytical and sales planning skills.
• Proficiency in Excel, Google Sheets, CRM, and sales reporting tools.
• Willingness to travel extensively across the assigned region.

Preferred Industry Background

Candidates with experience in:

• FMCG
• Personal Care
• Skincare & Cosmetics
• Hygiene Products
• Consumer Healthcare
• Food & Beverages
• Household Products
• Beauty & Wellness

will be preferred.

Candidates with experience handling multi-city or regional distributor networks will have an advantage.

Key Performance Indicators

Regional revenue growth, Primary & secondary sales, Distributor expansion, Distributor productivity, Numeric & weighted distribution, Outlet coverage, New market development, Retailer acquisition, Team productivity, Product availability, Collection performance, Inventory management, Market share and competitive performance

Education

Graduate in any discipline.

MBA / PGDM in Sales, Marketing, Business Management, or related fields will be an advantage.

Why Join California Nutralife Global Wellness Inc.?

• Opportunity to lead the GT expansion of growing consumer brands.
• Exposure to multiple high-growth categories including skincare, personal care, hygiene, FMCG, and wellness.
• Direct ownership of regional business growth and distribution.
• Opportunity to build and manage a large distributor and retail network.
• High-growth environment with significant leadership and career opportunities.
• Work closely with senior leadership on market expansion and business development.

Industry

• Personal Care Product Manufacturing