Regional Sales Manager - FMCG - East India

JOB DESCRIPTION

We are seeking a hands-on Regional Sales Manager - East India to drive regional sales growth across East India by building a robust distribution network, expanding market reach in tier 2/3 towns, and delivering strong execution across General Trade, Modern Trade, and E-commerce channels.

Key Responsibilities:

- Sales Ownership

- Deliver sales targets across East region

- Drive growth across GT, MT, and E-commerce

- Distribution & Market Expansion (Critical for East)

- Build distribution in challenging & fragmented markets

- Appoint and manage distributors & stockists across East & North East

- Expand reach in tier 2/3 cities and rural markets

- Improve product availability and stock movement

Channel Management:

- Strengthen General Trade (primary focus)

- Support Modern Trade activation and regional execution

- Coordinate with E-commerce teams for regional demand insights

Team Leadership:

- Manage ASMs and field sales teams across multiple states

- Drive productivity, beat planning, and discipline

- Ensure strong on-ground execution

Market Execution:

- Ensure strong visibility and retailer engagement

- Build deep distributor & retailer relationships

- Track local competition and pricing

Performance & Operations:

- Monitor KPIs: sales, distribution, ROI

- Ensure efficient secondary sales tracking

- Manage claims, credit cycles, and reporting

Key Result Areas (KRAs):

- Regional sales target achievement

- Distribution expansion (especially tier 2/3 markets)

- Market share growth in East & North East

- Distributor performance & ROI

- Execution excellence in fragmented markets

Must-Have:

- 10-12 years FMCG sales experience

- Strong General Trade expertise (mandatory)

- Deep experience in East India / North East markets (must-have)

- Currently working as RSM / Sr. ASM

Good to Have:

- Experience handling multi-state territories

- Exposure to difficult/low-infra markets (NE, Bihar, Odisha)

- Personal care / baby care category exposure

Key Traits:

- Highly execution-driven

- Strong in distributor handling in tough markets

- Adaptable, resilient, and field-focused