Regional Sales Manager

Role & responsibilities

Role Summary

The Regional Sales Manager (RSM) is responsible for leading and driving sales growth across the entire Odisha region, ensuring that regional sales targets are consistently met or exceeded. This role requires a strategic and results-oriented professional who can effectively lead and develop the sales team, manage relationships with channel partners, and drive market expansion.

The RSM will play a key role in strengthening the company's market presence across Odisha, expanding distribution and outlet coverage, building strong distributor relationships, and ensuring high standards of sales execution.

Job Responsibilities

Driving Achievement of Sales Targets for the Region Through the Team

Execute Sales Plan for the Region

Define and execute the regional sales plan for achieving sales targets and communicate and align the ASMs and Sales Officers.

Drive regional sales targets by monitoring and reviewing the performance of ASMs and the sales team.

Ensure effective sales plan execution with adherence to product mix and business priorities.

Monitor sales activities, including PJPs, efficiency parameters, MIS activities and sales productivity.

Ensure all sales-related processes aligned with the overall business strategy are followed without deviation.

Ensure the team achieves productivity norms with respect to total calls, productive calls, productive outlets and minimum order value.

Conduct regular market visits across Odisha to understand market trends and the health of distributors and retailers.

Resolve regional sales bottlenecks related to logistics, finance, product stock-outs and other operational issues to enable smooth execution of plans.

Plan for market coverage, outlet coverage and market expansion across Odisha.

Distributor Management

Ensure distributor acquisition and expansion targets are achieved across the region.

Guide ASMs and Sales Officers in identifying new markets and distributors.

Review and recommend potential new distributors for approval.

Build and maintain strong relationships with distributors and key channel partners.

Act as an escalation and support point for critical negotiations and distributor conflicts.

Ensure high levels of distributor, retailer and customer satisfaction.

Evaluate distributor infrastructure, including distribution facilities, manpower and financial capability, and recommend necessary actions.

Plan and drive increased distributor coverage and market penetration across Odisha.

Engaging and Developing the Team

Create strong relationships with team members while balancing support with accountability.

Lead and develop the ASM and sales teams across Odisha.

Monitor and review team performance through periodic sales and performance review meetings.

Actively engage with individual team members to identify areas requiring support and guide them in building their skills.

Provide coaching, mentoring and role modelling to improve sales capability.

Liaise with L&D where required for capability development.

Understand the team pulse and track engagement levels across the region.

Highlight engagement and performance concerns to the Sales Head and HR for timely action.

Take ownership of team morale and engagement.

Play a proactive role in identifying talent and building a sourcing and replacement pipeline.

Ensure disciplinary processes and company policies are adhered to.

Drive the growth and development of ASMs and Sales Officers.

Financial

Monitor regional sales performance metrics and take corrective action in consultation with the Sales Head.

Monitor gross margin and support cost-control initiatives.

Liaise with Finance for funds release, approvals and credit requirements.

Ensure effective utilisation of business resources and sales budgets.

Others

Collate and share market and competitor intelligence.

Consolidate emerging market trends across Odisha and share relevant insights with Marketing and the Sales Head.

Analyse MIS data to derive insights and adapt regional sales plans.

Support marketing initiatives, including POP deployment, scheme launches and new product launches.

Ensure effective market execution of marketing and trade initiatives.

Support the MIS requirements of the organisation.

Perform field rate studies at both primary and secondary levels.

External Interfaces

• Distributors
• Retailers
• Key Channel Partners

Internal Interfaces

• MIS Team
• Logistics
• Finance
• HR
• Marketing
• Sales Team

Job Requirements

Educational Qualification and Experience

• MBA in Marketing is preferred.
• Graduate/Postgraduate with 15+ years of experience in Sales, with strong experience in the FMCG industry.
• Minimum 5 years of experience in the FMCG industry in Eastern India.
• Strong experience in managing the entire Odisha market or a significant part of the Odisha region.
• Experience in the Ice Cream, Food or Beverage industry will be preferred.
• Strong knowledge of the Odisha market, distributor network and FMCG sales operations.

Competencies

Technical

• Strong computer skills, including Word, Excel and PowerPoint.
• Industry and product knowledge: Strong understanding of the FMCG, Ice Cream, Food and Beverage industry and its distribution ecosystem.
• Market working: Comprehensive knowledge of Odisha market dynamics, consumer preferences, competitor activities and emerging trends.
• Strong knowledge of sales planning, PJPs and sales productivity metrics.
• Knowledge of distributor management and market expansion.
• Understanding of how adjacent functions impact sales, including product availability, logistics, finance and MIS.
• Analytical skills: Sales analysis, performance metrics, ROI and market trends.

Behavioural

• Driving Results (including Planning and Driving Goals)
• Strategic and Regional Sales Leadership
• Relationship Management and Collaboration
• Team Leadership and People Development
• Problem Solving
• Accountability and Ownership

KRA & KPI

Sales Achievement

Regional sales target achievement

Primary and secondary sales growth

Distributor Expansion & Productivity

Distributor acquisition

Distributor billing efficiency

Customer Orientation

Distributor and retailer satisfaction

NPS score

Cost Control and Optimization

Gross margin

Sales cost optimisation

Retail Productivity

Productive outlets

Market and outlet coverage

Product Efficiency

Driving sales from high-MRP products

Product and SKU mix

Team Development

Sales team productivity

Growth and development of ASMs and Sales Officers

Attrition

Turnover in the team

Employee engagement and retention

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