Regional Sales Manager

About the Role

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 organizational 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