Regional Sales Manager

Relaxo; Kamrup Metropolitan; On-site; INR 1,200,000 - 2,300,000; Full time

Job summary

Relaxo is seeking a Regional Sales Manager to lead the sales drive across the assigned sub-region from the Regional Office in Guwahati. You will supervise the field sales team, strengthen distributor and retailer networks, ensure stock availability, execute trade promotions, and guide new product launches to meet AOP targets.

The ideal candidate has 12–18 years in sales, with FMCG or footwear experience, strong data analytics, and stakeholder management skills to coordinate Marketing, NPD,

Qualifications

• MBA/PG in Sales or Marketing preferred.
• 12–18 years in sales and distribution (FMCG/retail) preferred.
• Experience in distributor management, channel expansion, sales planning, trade promotion execution, and field leadership.
• Ability to analyse sales data, forecast demand, manage collections, and drive execution excellence.
• Strong stakeholder management with Marketing, NPD, Production Planning, Logistics, Sales Support, distributors, and retailers.

Responsibilities

• Develop and execute regional sales strategies to achieve monthly and annual targets in value and volume.
• Drive distributor expansion, retailer coverage, and market penetration across the territory.
• Ensure successful execution of trade schemes, promotions, retailer meets, merchandising and BTL activities.
• Monitor distributor stock, orders, collections, billing, and forecasting accuracy.
• Build strong relationships with distributors and retailers and resolve issues promptly.
• Support new product launches and revenue from new products per the business plan.
• Lead ASMs and sales teams to improve productivity and market discipline.
• Track competitor activity and market trends to suggest corrective actions.

Skills

Sales leadership

Distributor management

Channel expansion

Sales planning

Trade promotions

Forecasting

Stakeholder management

Education

MBA/PG in Sales or Marketing

Job description

Job Description

Job Posting: Regional Sales Manager

Department: Sales and Distribution
Grade: M3/M4
Location: Regional Office
Travel: Approximately 50%
Reports to: Regional Manager / Category Head
Team: Area Sales Managers

Role Overview

We are looking for an experienced and result-oriented Regional Sales Manager to drive sales performance across the assigned sub-region. The role is responsible for achieving AOP targets, strengthening distributor and retailer networks, ensuring stock availability, executing trade promotions, driving new product launches, and leading the field sales team to deliver sustainable growth.

Key Responsibilities

• Develop and execute regional sales strategies to achieve monthly and annual sales targets in value and volume.
• Drive distributor expansion, retailer coverage, and market penetration across the assigned territory.
• Ensure successful execution of trade schemes, promotions, retailer meets, merchandising initiatives, and BTL activities.
• Monitor distributor stock availability, order fulfilment, outstanding collections, billing phasing, and sales forecasting accuracy.
• Build strong relationships with distributors and retailers while resolving service, product, scheme, and commercial issues in a timely manner.
• Support new product launches and ensure revenue delivery from new products as per business plan.
• Lead, coach, and review ASMs and sales teams to improve field productivity, target achievement, and market working discipline.
• Track competitor activities, market trends, and distributor performance to recommend corrective actions and growth opportunities.
• Ensure adherence to sales processes, documentation, governance reviews, and company guidelines.

Candidate Profile

• Graduate with MBA/PG qualification in Sales, Marketing, or a related discipline preferred.
• 12–18 years of experience in sales and distribution, preferably in FMCG, consumer durables, footwear, retail, or a similar channel-driven industry.
• Strong experience in distributor management, channel expansion, sales planning, trade promotion execution, and field team leadership.
• Ability to analyse sales data, forecast demand, manage collections, and drive execution excellence.
• Strong stakeholder management skills with the ability to work closely with Marketing, NPD, Production Planning, Logistics, Sales Support, distributors, and retailers.

Key Competencies

• Sales planning and execution
• Distributor management and engagement
• BTL implementation and merchandising effectiveness
• Customer focus and relationship management
• Team leadership, coaching, and performance orientation
• Collaboration, adaptability, and execution excellence

Key Performance Indicators

• Achievement of AOP targets for the assigned sub-region
• Revenue contribution from new product launches
• Incremental revenue from distribution expansion
• Reduction in outstanding collections and balanced billing performance
• Improvement in market working plan adherence and forecast accuracy
• Distributor and retailer participation in promotions and engagement programs
• Salesforce effectiveness and team capability development

Job Classification

Industry: Textile & Apparel

Functional Area / Department: Sales & Business Development

Role Category: Sales Support & Operations

Role: Sales Support & Operations - Other

Employment Type: Full time

Contact Details

Company: Relaxo

Location(s): Guwahati