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.

- 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.

- 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.

- 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, strong 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 robust retail-level relationships. Languages:

Fluent in English & Local Languages.

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