Regional Sales Manager - General Trade - FMCG

Description:

Key Responsibilities

A. Sales Strategy & Achievement

- Develop and implement General Trade (GT) sales strategies to achieve regional revenue targets.

- Drive both primary and secondary sales across all assigned territories.

- Ensure sustainable growth across multiple GT channels: Kirana stores, Minimarts, Bakery outlets, Ice-cream outlets, etc.

B. Team Leadership

- Lead and guide ASMs, Sales Officers (SOs), DSAs, Merchandisers, and delivery teams.

- Conduct monthly performance reviews, coaching sessions, and skill development training.

- Set clear targets and ensure adherence to beat plans and coverage discipline.

C. Distributor Network Development

- Appoint, onboard, and manage high-performing GT distributors.

- Ensure distributor profitability, operational efficiency, and cold-chain compliance.

- Monitor stock movement, credit cycles, claims, and secondary market visibility.

D. Market Execution

- Ensure 100% compliance with market execution standards:

Product availability

Correct pricing

In-store visibility

Freezer deployment

Product freshness

- Drive expansion into untapped markets and new towns.

E. Freezer & Asset Management

- Plan freezer deployment based on business potential and outlet classification.

- Track freezer uptime, coordinate servicing, and manage asset monitoring.

- Work closely with service and logistics teams for timely repairs and replacements.

F. Promotions, Schemes & Visibility

- Execute regional promotions, consumer offers, and visibility campaigns.

- Coordinate with the Marketing team to strengthen branding and in-store presence.

- Ensure correct usage of POP/POS materials and freezer-top branding.

G. Key Accounts & Institutional Sales

- Build partnerships with HORECA, local chains, schools, colleges, and catering businesses.

- Support regional Modern Trade accounts wherever applicable.

H. Analytics & Reporting

- Prepare monthly business reports, dashboards, and performance reviews.

- Analyze sales gaps, market opportunities, and competitor activities.

- Present business updates and insights to senior management.

Key Skills Required

- Proven experience in General Trade (GT) sales (mandatory).

- Strong leadership capability in managing large field sales teams.

- Expertise in distributor management and territory expansion.

- Hands-on experience in freezer deployment and GT market execution.

- Excellent problem-solving, communication, and negotiation skills.

- Strong understanding of regional market dynamics and climate-based seasonality impact.