Designation: Regional Sales Manager (Punjab, Chandigarh, Jammu & Kashmir)

Job Location: Amritsar / Ludhiana / Jalandhar

Job Summary

The Regional Sales Manager (Punjab, Chandigarh, Jammu & Kashmir) will drive the end-to-end sales strategy, volume growth, and numeric distribution of our frozen food portfolio across traditional retail channels (Kirana stores, standalone food marts, provision stores, and local multi-brand outlets).

This role is critically focused on expanding our traditional distributor and super stockiest network , ensuring uninterrupted cold chain integrity at the retail level, managing extensive field sales teams, and driving robust secondary sales metrics.

Key Responsibilities

1. Sales & Distribution Strategy

- Target Achievement: Own, plan, and execute the sales roadmap to achieve monthly, quarterly, and annual primary and secondary sales targets.
- Territory Expansion: Drive deep market penetration across Tier 1, Tier 2, and Tier 3 cities, ensuring high numeric and weighted distribution for ready-to-cook, ready-to-eat, and frozen snack categories.
- ROI Management: Manage the regional commercial budget, including trade margins, ROI calculations for general trade distributors, and regional market investments.

2. Distributor & Cold Chain Infrastructure Management

- Network Appointment: Identify, evaluate, and appoint specialized Frozen Food Distributors and Super Stockists across the clusters.
- Cold Chain Governance: Ensure all appointed trade partners possess the required cold-room or deep-freezing infrastructure.



Routinely monitor and enforce cold chain compliance to eliminate temperature breaks during local transit.
- Asset Management: Oversee the deployment, servicing, and geo-tracking of company-owned chest freezers and visicoolers placed across high-potential General Trade outlets.

3. Market Execution & Trade Marketing

- Beat & Route Optimization: Formulate disciplined Permanent Journey Plans (PJP) for the field team to ensure maximum market coverage, high productivity, and consistent line-fill per call.
- In-Store Visibility: Collaborate with the Trade Marketing team to secure premium placement for company freezers and ensure the deployment of durable, moisture-resistant Point-of-Sale Materials (POSM) suitable for frozen environments.
- Stock Rotation (FIFO): Train distributors and retailers on strict First-In, First-Out (FIFO) practices to manage the limited shelf-life of frozen goods and minimize market expiry claims.

4. Team Leadership & Governance

- Team Management: Direct, mentor, and monitor a robust field sales force consisting of Area Sales Managers (ASMs), Territory Sales Executives (TSEs), and Sales Officers.
- Performance Tracking: Conduct weekly and monthly regional business reviews,



analyzing key performance indicators (KPIs) like effective coverage, average bill value, and target vs. achievement gaps.
- Receivables & Collections: Maintain a healthy commercial pipeline by ensuring timely financial collections from the distributor network and keeping outstanding dues within company norms.

Profile Requirements

Educational Qualifications

- Minimum: Graduate in any discipline (Commerce, Business, or Food Sciences).
- Preferred: MBA / PGDM in Sales & Marketing.

Experience & Industry Background

- Total Experience: 12 to 15 years of proven track record in FMCG sales.
- Industry Specifics: At least 4–6 years of core experience in Frozen Foods, Dairy, Ice Cream, Poultry/Meats, or Perishables where cold chain logistics are vital.
- Geographical Exposure: Deep understanding of consumer behaviour, buying patterns, and seasonal fluctuations (such as intense summer vs. winter logistics challenges) across the retail landscape.

Core Skills & Competencies

- GT Network Command: Existing, solid relationships with prominent FMCG and frozen-product super stockists and distributors in the region.
- Analytical Ability: Proficient in extracting insights from Sales Force Automation (SFA) data, DMS (Distributor Management Systems), and Microsoft Excel.
- Leadership Style: A hands-on leader who actively travels the market with the frontline team to build strong retail-level relationships.
- Languages: Fluent in English & Local Languages.

📌 Regional Sales Manager (Ludhiana)
🏢 Iscon Balaji Foods
📍 Ludhiana