Regional Sales Manager

Key Responsibilities

1. Regional Revenue Achievement & Business Planning

• Own and deliver the monthly, quarterly, and annual revenue target for Mumbai, Rest of Maharashtra, Gujarat, Madhya Pradesh, Chhattisgarh, and Goa across GT, MT, Pharmacy, Baby Specialty, and Clinic/Hospital channels.
• Cascade the regional target to ASM territories and individual Sales Officer beats ensure every layer of the team has a clear, measurable number they own.
• Contribute to the Annual Business Planning (ABP) process provide accurate revenue forecasts, distribution investment plans, and market-level opportunity assessments to the NSH.
• Conduct monthly territory reviews: identify underperforming pockets, investigate root causes, and implement course-correction plans before month-end — not at month-end.
• Identify and prioritise high-potential geographies within Mumbai, Rest of Maharashtra, Gujarat, Madhya Pradesh, Chhattisgarh, and Goa — white spaces, emerging retail clusters, and priority towns — and build targeted activation plans.

Regional Revenue Achievement & Business Planning

• Own and deliver the monthly, quarterly, and annual revenue target for West Bengal, Odisha, Bihar, Jharkhand, North East across GT, MT, Pharmacy, Baby Specialty, and Clinic/Hospital channels.
• Cascade the regional target to ASM territories and individual Sales Officer beats — ensure every layer of the team has a clear, measurable number they own.
• Contribute to the Annual Business Planning (ABP) process — provide accurate revenue forecasts, distribution investment plans, and market-level opportunity assessments to the NSH.
• Conduct monthly territory reviews: identify underperforming pockets, investigate root causes, and implement course-correction plans before month-end — not at month-end.
• Identify and prioritise high-potential geographies within West Bengal, Odisha, Bihar, Jharkhand, North East — white spaces, emerging retail clusters, and priority towns — and build targeted activation plans

2. Distribution Building & Stockist Management

• Design and execute the regional distribution architecture — territory mapping, distributor appointment, super-stockist relationships, and expansion into new towns and districts.
• Set and track numeric and weighted distribution targets by ASM territory and channel; review weekly and intervene early when coverage drops.
• Conduct monthly distributor ROI reviews — monitor primary and secondary sales, inventory levels, outstanding dues, and scheme uptake for every distributor in the region.
• Personally manage key distributor and super-stockist relationships at RSM level — resolve conflicts, negotiate credit norms, and conduct quarterly business reviews.
• Appoint new distributors where required — own the selection, onboarding, and first-90-day handholding of new channel partners.

3. Channel Execution & Retail Visibility

• Ensure Softsens products are available, visible, and properly priced at every priority outlet across GT, MT, and Pharmacy channels in the region.
• Drive POSM deployment, shelf visibility, and new product launch execution standards — set coverage norms and track compliance through ASM joint fieldwork reports.
• Own new product listing velocity — set ASM-wise listing targets and timelines, and ensure first-month distribution milestones are met for every Softsens launch.
• Monitor and improve secondary sales velocity at the outlet level — track distributor offtake data, identify slow-moving SKUs, and implement liquidation plans proactively.
• Build pharmacy and medical store coverage across Mumbai, Rest of Maharashtra, Gujarat, Madhya Pradesh, Chhattisgarh, and Goa — with sharper focus on high-density urban clusters, Tier 2 towns, and distributor-led expansion pockets.
• Navigate the diverse West India trade environment — manage modern trade concentration in key metros, fragmented GT distribution in upcountry markets, and distributor economics across large multi-state territories.
• Leverage key West India seasonal and trade windows — Ganesh Chaturthi, Navratri, Diwali, and regional retail activation periods — to plan field and trade programs in advance.

4. Team Leadership & ASM Development

• Lead, coach, and develop the ASM team — conduct regular joint fieldwork (minimum 15 field days per month), monthly performance reviews, and structured feedback conversations.
• Personally participate in ASM hiring — assess field readiness, market knowledge, and leadership potential before recommending to the NSH.
• Ensure every ASM has a clear territory plan, a functional SVL, a distributor coverage calendar, and a weekly activity tracker — and reviews them weekly.
• Address team attrition proactively — identify at-risk team members, engage with them early, and escalate to NSH before a vacancy impacts the territory.
• Train and develop ASMs on distributor management, outlet handling, scheme execution, and data reporting — build their ability to solve market problems independently.

5. Trade Marketing & Scheme Execution

• Execute regional trade schemes, promoter programs, BTL activations, and consumer offers as planned by the Brand Manager — ensure field team is briefed and executing on time.
• Monitor scheme uptake and execution quality at the outlet level; flag implementation gaps to NSH and Brand Manager within 48 hours of discovery.
• Coordinate with the ABM for POSM deployment, in-store promoter placement, and sampling activities — ensure regional Marketing and Sales plans are aligned.
• Review and recommend trade discount approvals within the authorised framework; process and reconcile scheme claims accurately and within defined timelines.

6. Reporting, Data Discipline & Commercial Control

• Submit weekly and monthly regional performance reports to the NSH — covering primary sales, secondary offtake, distribution metrics, outstanding dues, and market intelligence.
• Monitor outstanding dues across all distributors in the region; ensure collections are within credit norms and escalate overdues to the NSH before they become write-offs.
• Track and report competitor activity, pricing, and distribution moves in the region on a structured weekly basis.
• Review and approve ASM expense claims, tour plans, and field reports — ensure data integrity across the regional team.

Key Result Areas & KPIs