Regional Sales Lead

Job Purpose

To drive revenue, volume, NRV, and DSO targets for the region while leading demand generation, channel management, distributor development, and execution of sales strategy. The role also ensures profitability, digital transformation of sales processes, and people development.

Key Responsibilities

1. Fiscal Metrics & Revenue Achievement

• Achieve regional volume, NRV, and profitability targets.
  
• Monitor and drive NRV improvement and gross margin delivery.
  
• Define and manage DSO policy; ensure adherence to collection targets.
  

2. Strategic Sales & Operational Management

• Lead regional budgeting, sales forecasting, stock placement planning, and manpower allocation.
  
• Drive after-sales service processes and ensure responsive field support.
  
• Implement agronomy-based training to improve farmer yield and product adoption.
  
• Manage DSO performance and ensure timely credit reconciliation.
  
• Lead digital transformation initiatives (Order-to-Cash, Sample-to-Sale).
  

3. Channel Sales & Distributor Management

• Identify, onboard, and manage distributors/stockists as per regional needs.
  
• Implement SOPs for partner onboarding and relationship management.
  
• Conduct retailer and distributor meetings to strengthen market presence.
  

4. Marketing Coordination & Market Intelligence

• Provide feedback on competition, farmer insights, regional trends, and product performance.
  
• Support marketing in planning promotions, field days, demo plots, harvest days, and training activities.
  
• Liaise with government agriculture bodies and research institutions.
  

5. Demand Generation

• Plan and execute farmer engagement activities including village meetings, 1:1 farmer interactions, mega farmer events, and retailer training.
  

6. New Market Development

• Identify new high-potential geographies to expand market reach.
  
• Gather farmer insights to propose new product ideas for the product roadmap.
  

7. Talent & Performance Management

• Lead, mentor, and upskill Territory Managers & Sales Officers.
  
• Drive monthly regional meetings focused on collections, sales planning, and special projects.
  
• Track team performance on collections, placement, and competitive activities.
  

Key Result Areas (KRAs)

• Revenue, NRV, and DSO achievement
  
• Contribution from strategic varieties
  
• Implementation of loyalty programs
  
• Digital process adoption and pilot completions
  
• Team capability enhancement and succession readiness
  

Functional & Technical Competencies

• Customer Orientation
  
• Basic Agronomy Knowledge
  
• Channel & Distributor Management
  
• Supply Chain & Distribution Awareness
  
• Sales Promotion & Pricing Strategy
  
• Extension Activities
  
• People Management
  
• Opportunity Seeking
  

Preferred Candidate Profile

• Graduate/Postgraduate in Agriculture; MBA preferred.
  
• 8 - 10 years of sales experience in

  Seeds / Agri Inputs

  .
• Ability to manage regional turnover of

  5 - 7 Cr

  .
• Strong distributor management, forecasting, and demand generation expertise.
  
• Experience handling Andhra Pradesh & Telangana markets.