Regional Sales Manager (General Trade)

Location:

Work Arrangement:

Job Purpose

• Sales Strategy & Growth
• Develop and implement territory plans, revenue targets and route-to-market strategies.
• Identify and convert new trade, institutional and retail opportunities.
• Team Leadership
• Set targets, coach and performance-manage field sales staff; recruit and develop talent.
• Ensure effective retailer coverage and distributor engagement.
• Key Account & Distributor Management
• Manage major accounts and distributor relationships to ensure availability, merchandising and service levels.
• Negotiate commercial terms, credit and promotional support with channel partners.
• Sales Analytics & Reporting
• Track KPIs (sales, distribution, inventory turns) and provide regular reports to senior management.
• Use data to forecast demand, optimize territories and improve sales processes.
• Market Insights & Competitive Intelligence
• Monitor market trends, competitor activity and customer feedback to refine pricing and product strategies.
• Promotions & Trade Marketing
• Plan and oversee trade promotions, in-store activations and campaigns to drive penetration and visibility.
• Measure promotion ROI and adjust tactics for better results.
  

Qualifications & Experience

• Bachelor's degree required; MBA or relevant postgraduate preferred.
• 10+ years in sales within general trade/packaging/FMCG, with at least 4 years in a managerial role leading field teams and distributors.
• Experience in HORECA, retail distribution, dealer network management and trade promotion execution.
• Strong analytical skills; proficiency in MS Excel and CRM tools. Valid driving license required.