REGIONAL SALES MANAGER

Greytip Software Private Limited; India; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Greytip Software Private Limited is seeking a Regional Sales Manager to drive profitable confectionery sales across an assigned territory in India. You will own the P&L, build a high-performing team, and nurture relationships with distributors and key MT/GT partners to expand market share.

The role requires deep FMCG/confectionery knowledge, strategic regional execution, and a proven track record of meeting regional targets.

Qualifications

• Graduate in any discipline; MBA (Sales & Marketing) preferred.
• 8–12 years of progressive sales experience in FMCG/confectionery/snacks/beverages, with 3–4 years in regional/area management.
• Proven confectionery/FOOD & BEVERAGES experience with track record of delivering targets.
• Experience managing large distributor networks across general and modern trade channels.
• Leadership experience with 10+ direct/indirect reports.

Responsibilities

• Develop regional sales plans aligned with national objectives (revenue, volume, market share).
• Expand distributor network and drive distribution targets, margins, and promotions.
• Lead ASM/TSE teams; conduct field visits and performance reviews.
• Manage regional trade spends, budgets, and A&SP; monitor collections and ROI.
• Oversee new product launches and category insights; coordinate with marketing and supply chain.
• Prepare MIS reports and ensure governance, CRM/SFA usage, and forecast accuracy.

Skills

Trade & Channel Management

People Leadership

Distributor Management

Commercial Acumen

P&L Ownership

Category Management

Strategic Thinking

Retail Merchandising

Education

MBA (Sales & Marketing)

Graduate in any discipline

Tools

Salesforce

Bizom

Repsly

Job description

Overview

The Regional Sales Manager (RSM) is a pivotal commercial leadership role responsible for driving profitable sales growth across an assigned territory within the confectionery segment.

The RSM will own the P&L for the region, build and develop a high-performing sales team, and forge strong relationships with key distributors, modern trade accounts, and general trade partners to expand the brand’s footprint and market share.

This role demands a commercially astute leader with deep FMCG / confectionery category knowledge, the ability to translate national strategy into regional execution, and a passion for building capability at the ground level.

Key Responsibilities

1. Sales Strategy & Business Planning

• Develop and implement regional sales plans aligned with national revenue, volume, and market share objectives.
• Identify growth opportunities across channels – general trade, modern trade (MT), institutional, and e-commerce.
• Prepare and track monthly, quarterly, and annual sales budgets and forecasts for the region.
• Conduct regular market analysis to monitor competitive landscape, pricing trends, and consumer behaviour in the confectionery category.

2. Channel & Distribution Management

• Manage and expand the distributor network to ensure optimal coverage, stock availability, and service levels across the region.
• Drive numeric and weighted distribution targets, reducing stock-outs and improving fill rates.
• Negotiate and execute trade terms, margins, and promotional schemes with key channel partners.
• Oversee last-mile execution including visibility, planogram compliance, and merchandising at the retail level.
• Build strong relationships with key modern trade buyers (supermarkets, hypermarkets, cash-and-carry) and negotiate shelf space and promotional activations.

3. Team Leadership & Development

• Lead, coach, and motivate a team of Area Sales Managers (ASMs) and Territory Sales Executives (TSEs) to achieve individual and collective targets.
• Conduct regular field visits, joint calls, and ride-alongs to assess execution quality and develop team capability.
• Set clear performance expectations, conduct monthly reviews, and manage performance improvement plans where needed.
• Drive a high-performance culture through recognition, structured incentive schemes, and career development conversations.
• Recruit and onboard new frontline talent in coordination with HR.

4. Revenue & P&L Management

• Deliver primary and secondary sales targets for the region month-on-month.
• Manage regional trade spends, promotional budgets, and A&SP within approved limits.
• Monitor outstanding credit, overdue collections, and distributor ROI to ensure financial health of the channel ecosystem.
• Analyse sell-in vs. sell-out data to prevent over-stocking and ensure pipeline hygiene.

5. New Product Launches & Category Management

• Drive timely and effective roll-out of new product launches and seasonal confectionery ranges (festive SKUs, gifting assortments, impulse formats).
• Train the sales team on product USPs, category insights, and competitive positioning.
• Partner with marketing teams for in-store activations, sampling drives, and consumer promotions.
• Provide field-level feedback to marketing and supply chain on product performance and consumer preferences.

6. Reporting, Analytics & Governance

• Prepare and present weekly and monthly MIS reports covering sales performance, distribution metrics, and market intelligence.
• Use CRM / SFA tools to track field activity, customer interactions, and pipeline.
• Ensure compliance with company policies on trade practices, credit limits, and ethical selling standards.
• Collaborate with supply chain and logistics to resolve distributor supply issues and forecast accuracy.

Qualifications & Experience

Essential

• Graduate in any discipline; MBA (Sales & Marketing) preferred.
• 8–12 years of progressive sales experience in FMCG, preferably in the confectionery /snacks/ beverages sector, with at least 3–4 years in a regional / area management role.
• Proven experience in the confectionery, food & beverages, or snacking category is strongly preferred.
• Demonstrated track record of delivering sales targets and growing market share in a competitive region.
• Experience managing large distributor networks across both general trade and modern trade channels.
• Prior experience handling a team size of 10+ direct/indirect reportees.

Desirable

• Exposure to organised retail / key accounts management (Reliance, D‑Mart, Metro, etc.).
• Familiarity with SFA / CRM tools (Salesforce, Bizom, Repsly, or similar).
• Understanding of confectionery seasonality – festive peaks, impulse buying behaviour, gifting trends.
• Experience collaborating with marketing on in-store visibility and activation campaigns.

Competencies & Skills

Functional Competencies

• Trade & Channel Management
• People Leadership & Coaching
• Distributor Management & ROI Analysis
• Commercial Acumen & P&L Ownership
• Category Management
• Strategic Thinking & Planning
• Retail Execution & Merchandising

Leadership & Behavioural Competencies

• Influence & Stakeholder Management
• Sales Forecasting & MIS Reporting
• Resilience & Drive for Results
• Negotiation & Trade Terms Management
• Collaboration & Cross-Functional Working

Work Conditions & Travel

• Based at the regional headquarters; frequent travel (60–70%) across the assigned territory is mandatory.
• Must hold a valid driving licence and be comfortable operating in Tier 2 / Tier 3 markets.
• Flexibility to work during peak seasons (Diwali, Christmas, Valentine’s Day, Easter) is expected.
• Occasional travel to national HQ for reviews, training, and leadership meetings.