Regional Sales Manager

JOB DESCRIPTION

Regional Sales Manager Retail Sales

Location: Ahmedabad, Gujarat
Department: Sales & Business Development
Designation: Regional Sales Manager (RSM)
Reporting To: ZSM / DGM – Sales

1. Job Purpose

To drive revenue growth, market expansion and retail channel development across Ahmedabad and the assigned Gujarat region by strengthening distributor/dealer networks, increasing secondary sales, acquiring new retail counters and ensuring strong market penetration of tile adhesives, waterproofing, construction chemicals and related building-material products.

The role will be responsible for business growth, channel productivity, team leadership, collections and market execution.

2. Key Responsibilities

A. Revenue & Business Growth

• Achieve monthly, quarterly and annual sales and revenue targets for the assigned territory.
• Drive primary and secondary sales through distributors, dealers and retail counters.
• Develop territory-wise business plans and execute strategies to achieve growth targets.
• Improve product mix, billing value and contribution from high-potential products.
• Identify opportunities for increasing market share across Ahmedabad and surrounding markets.

B. Retail & Channel Expansion

• Appoint and develop new distributors, dealers, retailers and counters.
• Expand market coverage and improve outlet productivity.
• Ensure adequate product availability and visibility across the retail network.
• Develop strong relationships with key channel partners and manage channel profitability.
• Monitor distributor stock, secondary movement, schemes and market credit.

C. Market Development

• Conduct regular market visits to understand competitor activity, pricing, schemes and customer preferences.
• Identify untapped markets and potential retail clusters.
• Develop strategies for market penetration and territory expansion.
• Drive product trials and conversion from competing brands.
• Build strong relationships with retailers, contractors, applicators, masons and other influencers.

D. Team Management

• Lead, guide and monitor Sales Officers / Sales Executives in the assigned region.
• Set clear targets and daily/weekly activity plans for the team.
• Conduct regular field reviews and performance assessments.
• Coach team members on product knowledge, selling skills, negotiation and market execution.
• Ensure discipline, productivity and achievement of individual and team KPIs.

E. Collections & Commercial Discipline

• Ensure timely collection of outstanding payments from distributors and channel partners.
• Monitor credit limits, ageing and overdue accounts.
• Minimize bad debts and ensure adherence to company credit policies.
• Coordinate with Finance and Sales teams for timely resolution of commercial issues.

F. Product & Technical Selling

• Develop strong knowledge of tile adhesives, waterproofing solutions, construction chemicals and related products.
• Conduct product demonstrations and support channel partners in product conversion.
• Coordinate with the Technical/Projects team for customer complaints, application issues and product trials.
• Ensure effective communication of product USPs and competitive advantages.

G. Market Intelligence & Reporting

• Track competitor pricing, products, schemes, promotions and distribution strategies.
• Provide actionable market intelligence to management.
• Submit timely sales reports, market visit reports, collection reports and forecasts.
• Maintain accurate CRM/Keka/ERP records and ensure reporting compliance.

3. Key Performance Indicators (KPIs)

KPIKey MeasureRevenue Achievement% achievement against monthly/annual targetSales GrowthYoY / territory growth %New Channel DevelopmentNew distributors/dealers/retail counters addedSecondary SalesMonthly secondary sales growthMarket CoverageActive outlets / productive outletsCollectionsCollection efficiency & overdue reductionProduct MixGrowth of strategic/high-margin productsMarket ExpansionNew territories/markets activatedTeam ProductivityTarget achievement per salespersonCustomer RetentionActive channel partner retentionMarket IntelligenceTimely competitor & market reportsReporting Compliance100% timely reporting

4. Candidate Profile

Education:

• Graduate in any discipline; MBA/PGDM in Sales & Marketing preferred.

Experience:

• 7–12 years of relevant experience in retail/channel sales.
• Experience in building materials, tile adhesives, waterproofing, construction chemicals, paints, sanitaryware, tiles or allied industries preferred.
• Strong experience in distributor/dealer management and retail market development.
• Experience handling a regional/team responsibility will be preferred.

5. Required Competencies

• Strong sales and business development orientation
• Distributor & dealer network management
• Retail market penetration
• Negotiation and relationship management
• Team leadership and people management
• Analytical and commercial acumen
• Strong communication and presentation skills
• Market intelligence and competitor analysis
• Collection and credit management
• Target-driven and execution-focused mindset
• Ability to work extensively in the field

6. Ideal RSM Profile

The ideal candidate should be a strong market-facing sales leader who can build the Ahmedabad retail business from the ground up, expand the channel network, improve outlet productivity and deliver sustainable revenue growth.

Contact HR (Priyanka) - [phone removed]