Regional Sales Manager (RSM)

DEPARTMENT

REPORTING TO

LOCATION:

JOB Overview:

The Regional Sales Manager (RSM) is a critical leadership role responsible for translating business strategy into on-ground execution by driving sales performance, strengthening distribution, developing teams, and ensuring consistent market discipline across the assigned region. The person will be responsible for a business of approx 100 Cr/Anum

Brands - Polybion, Neurobion Fort, Evion, Clobetamil G, Betamil G, etc.

KEY RESPONSIBILITIES

1. Sales & Business Performance

• Drive achievement of

  secondary sales targets

  in line with the Annual Operating Plan (AOP), monthly budgets, and business priorities.
• Monitor

  territory-wise, branch-wise, and distributor-wise performance

  on a daily, weekly, and monthly basis.
• Analyse sales trends, outlet productivity, and category performance to identify

  growth opportunities and risks

  .
• Identify underperforming territories, distributors, or team members and implement

  corrective action plans

  to improve results.
• Ensure alignment of regional sales plans with overall organisational goals and client expectations.

2. Distribution & Market Coverage

• Strengthen and expand

  distribution reach

  by appointing new distributors, sub-distributors, and retailers in potential and untapped markets.
• Ensure

  zero vacant or weak markets

  across the assigned region at all times.
• Improve outlet productivity through effective

  beat planning, route optimisation, and coverage norms

  .
• Ensure availability of products across all priority SKUs to avoid stock-outs and lost sales opportunities.
• Monitor and improve numeric and weighted distribution parameters as per business requirements.

3. Team Management & Capability Building

• Lead, guide, and motivate a multi-layer sales team comprising

  ZSMs / ASMs / TLs / TSI / DSEs

  (as applicable).
• Set clear targets, KRAs, and KPIs for team members and conduct

  regular performance reviews

  .
• Conduct frequent

  market visits and joint working

  to coach and develop the team on selling skills, execution standards, and market discipline.
• Identify capability gaps and coordinate with

  HR and Training teams

  to plan training, upskilling, and succession initiatives.
• Ensure timely hiring, replacement, and deployment of manpower to avoid business disruption.

4. Market Execution & Scheme Implementation

• Plan and execute

  sales promotions, schemes, and trade marketing initiatives

  in line with company and principal guidelines.
• Ensure correct and disciplined implementation of schemes in the market.
• Monitor scheme performance and ROI, and recommend improvements based on market feedback.
• Ensure compliance with pricing, discounting, and promotional norms across the region.

5. Distributor & Stakeholder Management

• Build and maintain strong working relationships with

  distributors, key retailers, and trade partners

  .
• Review distributor performance regularly on sales, collections, manpower, and infrastructure parameters.
• Address and resolve trade grievances, claims, and operational issues in a timely and professional manner.
• Coordinate with internal stakeholders such as

  Supply Chain, Finance, HR, and Admin

  to ensure smooth regional operations.

6. Reporting, Governance & Compliance

• Ensure timely and accurate submission of

  sales MIS, manpower reports, attrition data, and market intelligence

  .
• Drive effective usage of

  Sales Force Automation (SFA)

  and reporting systems for tracking and decision-making.
• Ensure compliance with company policies, SOPs, audit requirements, and statutory guidelines.
• Maintain high standards of governance, ethics, and discipline across the sales function.

KEY PERFORMANCE INDICATORS (KPIs)

• Achievement of secondary sales targets vs AOP
• Distribution width and outlet productivity improvement
• Market coverage and zero-vacancy compliance
• Team productivity, capability development, and attrition control
• Effectiveness of scheme execution and market discipline
• Distributor satisfaction and stability

EXPERIENCE & QUALIFICATION

• Experience:

  12–20 years of experience in FMCG / Distribution sales, with significant exposure to General Trade operations and regional-level responsibility.

• Leadership Exposure:

  Minimum 5 years of experience managing large, multi-location sales teams.

• Education:

  Graduate in any discipline or MBA / PGDM.