Regional Sales Manager - FMCG

Key Result Areas for RSM

Annual Sales Plan & Strategy

- Scan the environment to identify current and future trends

- Track competitor product, performance, and new initiatives

- Gather inputs from Market Development Partners (MDPs) on potential growth in the territory

- Develop an Annual Marketing plan for the Territory clearly stating the assumptions made

- Recalibrate the plan based on final budget discussion with NSM and Brand Director

Achievement of ASP numbers

- Convert the AMP into actionable strategies for various outlets, products

- Execute the plans and strategies devised to achieve the growth in the assigned region

- Review with MDP the achievement of the previous month and rework the plans

- Suggest promotion schemes to NSM that will be effective in the territory

- Maintain Sales MIS

- Review work of the sales team working for the MDP and provide them directions for meeting targets

Brand Growth and Visibility

- Plan for increasing the number of outlets for the territory

- Suggest schemes to NSM for increasing the reach of the products

- Acquire prime location in the region and to closely work with the Visual Merchandising team to ensure proper implementation.

Customer Service

- Spend time with the customer to understand his needs and the requirements of the end consumer

- Respond to customer complaints and ensure the same is resolved by the Head Office

- Partner the customer in planning his business growth

- Ensure proper processes are followed while dealing with returns from the customers

Collections

- Review outlet wise collections and ensure outstanding in the territory are within the prescribed limits

- Closely monitor the performance of outlets to mitigate risks of defaulting

Major Challenges include:

1. Expansion of trade MBO counters / EBOs in stagnant market conditions for the channel in the assigned territory

2. Identification of new markets for the brand distribution expansion

3. Increasing competition from existing and new players in the region

4. Timely Collections to ensure no outstanding as per company policy

5. Ensuring complete supplies of orders booked by reducing & controlling the order on-hold qty

6. Management of MDP sales team

7. Expanding and maintaining buy n sell the business in a high-cost retail environment