Regional Sales Manager

SG Oasis; Mumbai; On-site; INR 2,500,000 - 3,800,000; Full time

Job summary

SG Oasis in Mumbai, Maharashtra is seeking an experienced Regional Sales Manager - General Trade to lead and expand our General Trade business across assigned regions. The role focuses on regional sales growth, distributor development, retail expansion, and team management with significant field travel.

The ideal candidate has 10+ years of FMCG/Personal Care/Skincare or Consumer Goods experience, with a proven track record in growing GT businesses and managing distributors, wholesalers,

Qualifications

• Minimum 10+ years experience in FMCG/Personal Care/Skincare or consumer goods, with strong General Trade exposure.
• Proven track record in growing regional sales and managing distributors, wholesalers, retailers and field sales teams.

Responsibilities

• Own and achieve regional monthly, quarterly, and annual sales targets.
• Develop and execute General Trade sales strategies for the assigned region.
• Drive primary and secondary sales growth across territories.
• Expand market presence, product availability, and retail penetration.
• Identify new markets, territories, and business opportunities.
• Drive distribution and revenue growth across existing and new markets.
• Appoint, onboard, and develop distributors and channel partners.
• Build strong relationships with distributors, wholesalers, and key retailers.
• Monitor distributor performance, inventory, billing, collections, and stock rotation.
• Ensure effective execution of company schemes, pricing, and sales plans.
• Improve distributor productivity and territory coverage.
• Identify and resolve channel-related issues.
• Drive expansion across general trade outlets, supermarkets, cosmetic stores, pharmacies, and other retail channels.
• Increase numeric and weighted distribution across the region.
• Identify high-potential markets and retail clusters.
• Ensure product availability, visibility, merchandising, and shelf presence.
• Develop new retail accounts and strengthen existing relationships.
• Lead, manage, and develop Area Sales Managers, Sales Officers, and Field Sales Executives.
• Set territory-wise targets and monitor performance.
• Conduct regular field visits with the sales team.
• Coach team members on distributor management, retail execution, and sales conversion.
• Monitor productivity, coverage, beat plans, and achievement against targets.
• Build a high-performance field sales culture.
• Track competitor pricing, schemes, promotions, launches, and distribution strategies.
• Gather market feedback from distributors, retailers, and sales teams.
• Identify emerging market trends and category opportunities.
• Recommend new products, pack sizes, pricing strategies, and market initiatives based on field insights.
• Provide regular market intelligence to senior management.
• Develop regional sales forecasts and territory-wise business plans.
• Plan distributor expansion and outlet coverage.
• Drive implementation of trade schemes and promotional programs.
• Coordinate with marketing, supply chain, finance, and operations teams.
• Ensure adequate stock availability across the region.
• Track regional primary and secondary sales.
• Monitor distributor-wise and territory-wise performance.
• Prepare weekly, monthly, and quarterly sales reports.
• Track KPIs including sales achievement, distribution, outlet coverage, productivity, collections, and inventory.
• Present regional performance and growth plans to management.

Skills

Regional sales

Distributor management

Team leadership

Retail expansion

Market penetration

Job description

Role & responsibilities

Location: Mumbai, Maharashtra | Field-Based / Regional Travel

Employment Type: Full-Time

Experience: Minimum 10+ Years

Compensation: No Bar / As per experience and industry standards

Industry: FMCG | Personal Care | Skincare | Hygiene Products | Consumer Goods.

Role Overview

We are looking for an experienced Regional Sales Manager - General Trade to lead and expand our General Trade business across assigned regions. The role will be

responsible for regional sales growth, distributor development, retail expansion, team management, secondary sales, market penetration, and execution of GT sales strategies. The ideal candidate should have strong experience managing

distributors, wholesalers, retailers, and field sales teams and a proven track record of growing FMCG, personal care, skincare, hygiene, or consumer product businesses.

Key Responsibilities

Regional Sales & Business Growth

• Own and achieve regional monthly, quarterly, and annual sales targets.
• Develop and execute General Trade sales strategies for the assigned region.
• Drive primary and secondary sales growth across territories.
• Expand market presence, product availability, and retail penetration.
• Identify new markets, territories, and business opportunities.
• Drive distribution and revenue growth across existing and new markets.

Distributor & Channel Management

• Appoint, onboard, and develop distributors and channel partners.
• Build strong relationships with distributors, wholesalers, and key retailers.
• Monitor distributor performance, inventory, billing, collections, and stock rotation.
• Ensure effective execution of company schemes, pricing, and sales plans.
• Improve distributor productivity and territory coverage.
• Identify and resolve channel-related issues.

Retail Expansion & Market Development

• Drive expansion across general trade outlets, supermarkets, cosmetic stores, pharmacies, and other relevant retail channels.
• Increase numeric and weighted distribution across the region.
• Identify high-potential markets and retail clusters.
• Ensure product availability, visibility, merchandising, and shelf presence.
• Develop new retail accounts and strengthen existing relationships.

Team Management

• Lead, manage, and develop Area Sales Managers, Sales Officers, and Field Sales Executives.
• Set territory-wise targets and monitor individual and team performance.
• Conduct regular field visits with the sales team.
• Coach team members on distributor management, retail execution, and sales conversion.
• Monitor productivity, coverage, beat plans, and achievement against targets.
• Build a high-performance field sales culture.

Market Intelligence & Competition

• Track competitor pricing, schemes, promotions, launches, and distribution strategies.
• Gather market feedback from distributors, retailers, and sales teams.
• Identify emerging market trends and category opportunities.
• Recommend new products, pack sizes, pricing strategies, and market initiatives based on field insights.
• Provide regular market intelligence to senior management.

Sales Planning & Execution

• Develop regional sales forecasts and territory-wise business plans.
• Plan distributor expansion and outlet coverage.
• Drive implementation of trade schemes and promotional programs.
• Coordinate with marketing, supply chain, finance, and operations teams.
• Ensure adequate stock availability across the region.

Reporting & Performance Management

• Track regional primary and secondary sales.
• Monitor distributor-wise and territory-wise performance.
• Prepare weekly, monthly, and quarterly sales reports.
• Track KPIs including sales achievement, distribution, outlet coverage, productivity, collections, and inventory.
• Present regional performance and growth plans to management.