Regional Sales Manager (CR/NR)

About This Role

Job Purpose

To lead and drive the regional flour sales strategy by expanding market presence, developing strong trade partnerships, and ensuring the achievement of sales and revenue targets.

The role is responsible for distributor management, route-to-market efficiency, customer relationship building, and ensuring compliance with company standards.

The Regional Sales Manager acts as the key driver of commercial excellence and team capability building within the assigned region.

Key Accountabilities

Regional Accountability

• Accountable for end-to-end management of all regional sales channels - Van, Retail, Wholesale, and appointed distributors - and E-Commerce operations where applicable

Business Development & Market Expansion

• Identify and onboard new customers, distributors, or sales channels to expand market reach
• Explore and evaluate untapped territories, customer segments, and product opportunities
• Conduct regular market mapping and competitor benchmarking to support growth strategy
• Execute area-specific activation plans in coordination with marketing and trade teams
• Support in building long-term relationships with key stakeholders to enhance business penetration

Sales Target Achievement

• Drive and deliver monthly, quarterly, and annual sales volume and revenue targets
• Ensure daily tracking and monitoring of team performance against sales KPIs
• Coordinate with distributors and partners to manage product availability and stock levels
• Ensure collection targets are met, and overdue payments are minimized
• Optimize pricing execution and adherence to trade policies

Customer Relation Management

• Maintain strong relationships with key customers, trade partners, and stakeholders across all channels
• Ensure timely resolution of customer complaints and service requests
• Conduct field visits to strengthen customer rapport and drive loyalty

Channel & Distribution Management

• Monitor and manage the performance of distributors and their sales teams
• Ensure distributor compliance with stock norms, order cycles, and payment terms
• Analyze secondary sales and drive efficient route-to-market strategies across all channels

Sales Operation Excellence

• Ensure trade execution excellence by driving product availability, visibility, planogram compliance, and promotional efficiency
• Adhere to internal controls, policies, and regulatory compliance standards
• Collaborate with supply chain and logistics to ensure smooth product flow and order fulfillment

Reporting & Data Management

• Prepare and present area-wise sales reports, forecasts, and business reviews
• Monitor and report on market trends, competitor actions, and pricing dynamics
• Utilize CRM/SFA tools for real-time visibility into sales pipeline and customer activities

Team Leadership & Development

• Lead, train, and motivate a team of Territory Sales Officers/Executives
• Assign clear targets and provide regular performance feedback
• Conduct field coaching, skill development sessions, and succession planning
• Direct and monitor the planning and follow-up of customer deal implementation

Governance & Compliance

• Ensure strict adherence to internal company policies, SOPs, and code of conduct
• Implement and enforce compliance with all relevant regulations set by Food Security Authorities and related regulatory bodies
• Maintain proper documentation and reporting in line with audit, quality, and food safety standards
• Conduct regular compliance checks and follow through on corrective actions where required
• Manage the collection of required legal documents for all agreements and activation programs

What We Are Looking for

• Bachelor’s degree in Business Administration, Sales, Marketing, or related field (required)
• MBA is a strong plus
• 5 - 8 years of progressive sales experience in FMCG or food manufacturing
• Experience managing distributors, field teams, and large regional portfolios

Technical & Functional Skills

• Strong knowledge of FMCG route-to-market models
• Experience in wholesale, retail, HORECA, and bakery channels
• Strong analytical skills and data-driven decision-making capability
• Proficiency in CRM / SFA tools, Excel, and reporting
• Solid understanding of trade marketing and channel development

What Sets Us Apart

• Career Growth & Learning: Structured training, mentorship, and cross-functional development opportunities.
• Meaningful Work: Contribute to initiatives supporting food security, sustainability, and digital transformation.
• Inclusive Culture: Work in a collaborative environment where ideas are valued, teamwork thrives, and a positive culture inspires success.
• Compensation & Benefits: Competitive salary, comprehensive medical and life insurance, health benefits, and programs that support work-life balance.
• Innovation & Impact: Access to advanced technology, process automation, and modern operations that drive operational excellence.