Regional/Zonal Sales Manager

Position Title: Regional or Zonal Sales Manager – East/North East India

Department: Sales & Distribution Traditional Trade

Reporting To: Zonal Sales Head

Location: Guhawati or Silchar, India

Industry: FMCG / Packaged Foods / Consumer Goods

Experience Required: 12+ years in FMCG sales; 4–5 years in a leadership role. Prior Handling of Super Stockist operations will be preferred

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Role Overview

The Head of Sales will be responsible for leading the company's national/regional sales strategy across GT (General Trade) channels. This role will drive revenue growth, expand market share, build high-performing sales teams, and ensure flawless execution of trade marketing strategies in alignment with the company’s business goals.

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Key Responsibilities

1. Sales Strategy & Planning

• Define and implement annual & quarterly sales plans aligned with business objectives.
• Design and execute GT, channel strategies.
• Plan regional penetration and outlet expansion targets.
• Set sales forecasts, pricing strategies, and volume targets.

2. Team Leadership & Development

• Build, lead, and mentor a team of ASMs, TSMs, and field force.
• Drive performance through KRAs, regular reviews, and on-ground coaching.
• Promote a performance-oriented culture with accountability and recognition.

3. Distribution Management

• Expand and strengthen the distribution network (super-stockists, distributors, and sub-stockists).
• Ensure width and depth of distribution across urban and rural markets.
• Optimize supply chain in coordination with logistics, finance, and operations.

4. Trade Marketing & Promotions

• Collaborate with Trade Marketing, Marketing to implement trade schemes, product launches, and seasonal campaigns.
• Monitor ROI of promotions and scheme execution across channels.
• Drive visibility initiatives (POSM, in-store branding, planograms).

5. Analytics, Reporting & Forecasting

• Track primary, secondary, and tertiary sales data.
• Track and execute collections of Super Stokists
• Monitor market share, competitor activity, and consumer trends.
• Present regular sales dashboards and MIS reports to management.

6. Compliance & Controls

• Ensure credit policies, distributor hygiene, and sales claims are within SOPs.
• Conduct regular audits of field operations and distribution.

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Key Performance Indicators (KPIs)

• % Sales Target Achievement (Primary & Secondary)
• Market Share Growth (by region/SKU)
• Outlet Expansion (Numeric & Weighted Distribution)
• Distributor ROI & Health Score
• Scheme Execution % and Promo ROI
• Channel-wise Revenue Contribution

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Key Interfaces

• Internal: Marketing, Supply Chain, Finance, HR, Manufacturing

• External: Distributors, Retailers, Key Accounts, Channel Partners