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: 1220 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.
