Role Overview

The Deputy Regional Sales Manager (Dy. RSM) is responsible for leading and managing General Trade sales operations across a large regional geography. The role drives regional revenue growth, market expansion, distributor & super stockist management, and ensures consistent execution across multiple territories handled by ASMs/Sr. ASMs.

This role is strategic, analytical, and leadership-oriented, with strong ownership of region-wide GT sales performance.

Key Responsibilities

Regional Sales Strategy & Planning

- Develop and execute regional sales strategy aligned with company objectives.
- Build annual/quarterly/monthly business plans for assigned region.
- Identify growth opportunities, market gaps, and structural improvements in the GT network.

Multi-Territory Leadership

- Manage and review performance across multiple territories led by ASMs/Sr. ASMs.
- Ensure consistent execution of visibility, promotions, pricing, distribution, and merchandising standards.
- Conduct regular field audits and market-working with ASMs.

Distributor & Super Stockist Management

- Lead appointment, evaluation, and optimization of super stockists and key distributors.
- Improve distributor ROI, manpower effectiveness, service levels, and operational discipline.
- Drive credit hygiene, claim management, inventory planning, and route-to-market efficiency.

Market Development & Expansion

- Identify and prioritize new markets, white spaces, and high-potential regions.
- Lead expansion into emerging towns, rural growth pockets, and underperforming areas.
- Approve surveys and appointments for new distributors in strategic locations.

Team Leadership & Capability Building

- Lead a multi-layered sales team: Sr. ASMs, ASMs, SOs, TSRs, and distributor salesmen.
- Set KPIs, monitor performance, and drive productivity improvements.
- Conduct capability-building, coaching, and periodic performance reviews.

Regional Performance Monitoring

- Review primary, secondary,



and tertiary sales to ensure coverage and efficiency.
- Track outlet penetration, distribution width & depth, beat productivity, and service levels.
- Use data-driven insights to drive corrective actions and performance improvements.

Competition Tracking & Market Intelligence

- Monitor competitor activities, price changes, trade schemes, and market-share movements.
- Present insights to senior management and recommend strategic actions.

Cross-Functional Alignment

- Coordinate closely with Marketing, Supply Chain, Finance, Commercial & HR for regional requirements.
- Drive execution of marketing initiatives, visibility programs, and new product launches.
- Ensure demand forecasting and stock movement are aligned with sales plans.

Reporting & Compliance

- Submit comprehensive regional MIS, business reviews, competitor analysis, and performance reports.
- Ensure adherence to company policies, compliance guidelines, and operational controls.

Skills & Competencies

- Strong leadership and ability to manage multi-level sales teams.
- Deep understanding of General Trade FMCG distribution.
- Excellent analytical, planning, and decision-making skills.
- Robust negotiation and distributor management capabilities.
- Proficiency in MS Excel, analytics, MIS & regional business reviews.
- High discipline, strategic thinking, and strong communication skills.

Ideal Candidate Profile

- Strong exposure to Regional sales leadership, direct distribution, and super-stockist model.
- Strong understanding of Gujarat and surrounding market geographies.
- Ability to manage large GT sales teams and deliver consistent business results.

Experience: 12–18 years of proven experience in FMCG – Snacks/Namkeen/Food

Industry Preference: FMCG / Snacks / Namkeen / Food industry mandatory

Education: Any Graduate & MBA

Location: Rajkot & Jaipur

Salary Negotiable up to 12 LPA based on experience and current salary.

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📌 Regional Sales Manager (India)
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