Regional Sales Manager

JOB DESCRIPTION
REGIONAL SALES MANAGER KARNATAKA (B2C)
CompanyCothas Coffee Co.DepartmentSales & Marketing B2CJob LocationKarnataka (Based at Bangalore)Experience1015 yearsReporting ToZonal Sales Manager -South1. Job Purpose
To lead and drive B2C sales operations across Karnataka by achieving revenue and volume targets, expanding market reach, strengthening distribution networks, improving product availability, and leading the regional sales team. The role requires strong experience in FMCG sales, distributor management, general trade, market development, and sales performance management.
2. Key Responsibilities
A. Sales Strategy and Business Growth

• Develop and execute regional sales plans to achieve monthly, quarterly, and annual sales targets.
• Drive revenue growth, sales volume, market penetration, and product-wise sales performance across Karnataka.
• Identify new business opportunities, untapped markets, and potential growth territories.
• Monitor market trends, competitor activities, pricing, and consumer demand to develop effective sales strategies.
• Ensure effective implementation of company sales schemes, promotions, and trade offers.

B. Distribution and Market Expansion

• Appoint, develop, and manage distributors, dealers, and channel partners across the assigned region.
• Strengthen general trade distribution and expand reach across urban, semi-urban, and rural markets.
• Improve outlet coverage, product availability, numeric distribution, and sales productivity.
• Ensure effective beat planning, route coverage, productive sales calls, and market working by the sales team.
• Build strong relationships with distributors, retailers, wholesalers, and key channel partners.

C. Team Management and Leadership

• Lead, guide, and motivate the regional sales team, including Area Sales Managers, Sales Officers, and sales representatives, as applicable.
• Define territory-wise targets and review individual and team performance regularly.
• Conduct periodic market visits and joint working with team members to improve execution and productivity.
• Identify capability gaps and provide coaching, training, and performance improvement support.
• Drive accountability, discipline, and achievement of agreed sales KPIs.

D. Sales Operations and Financial Control

• Monitor sales performance against budgets and take corrective action to achieve targets.
• Ensure timely collections, distributor credit control, and compliance with approved credit limits.
• Monitor distributor inventory, stock availability, primary and secondary sales, and product movement.
• Control sales expenses, trade schemes, promotional expenditure, and other regional costs.
• Prepare accurate sales forecasts, business plans, and periodic performance reports.

E. Market Execution and Cross-Functional Coordination

• Ensure effective execution of merchandising, visibility, product placement, and promotional activities at retail outlets.
• Coordinate with Supply Chain, Finance, Marketing, and other departments to ensure product availability and smooth sales operations.
• Gather market intelligence and share customer feedback to support business and product decisions.
• Ensure adherence to company policies, sales processes, reporting requirements, and ethical business practices.

3. Required Qualifications and Experience

• Graduate in any discipline; MBA/PGDM in Sales or Marketing will be an added advantage.
• 1015 years of experience in FMCG B2C sales, preferably in food, beverages, coffee, packaged foods, or other consumer products.
• Proven experience managing regional sales operations, distributor networks, and general trade channels.
• Demonstrated track record of achieving sales targets and expanding distribution.
• Experience managing field sales teams and driving performance through measurable KPIs.
• Strong understanding of Karnataka markets, distributor economics, retail channels, and local market dynamics.

4. Required Skills and Competencies

• Regional sales planning and execution.
• Distributor and channel partner management.
• General trade development and retail distribution.
• Team leadership, coaching, and performance management.
• Negotiation, influencing, and relationship management.
• Sales forecasting, budgeting, and analytical skills.
• Strong communication, problem-solving, and decision-making abilities.
• Proficiency in MS Excel, sales reporting tools, and CRM/SFA applications.

5. Key Performance Indicators (KPIs)

• Achievement of regional sales value and volume targets.
• Growth in primary and secondary sales.
• Expansion of distributor network and retail outlet coverage.
• Improvement in numeric distribution, product availability, and productive outlets.
• Sales team productivity and achievement of territory-wise targets.
• Collection efficiency and adherence to distributor credit limits.
• Forecast accuracy and inventory management.
• Control of sales expenses and trade promotion effectiveness.

6. Ideal Candidate Profile
The ideal candidate will be a hands-on sales leader with strong Karnataka market knowledge, a proven record of delivering FMCG sales growth, the ability to build distribution in existing and new markets, and the leadership capability to drive a high-performing field sales team.
Cothas Coffee Co. | Regional Sales Manager Karnataka (B2C)