Regional Sales Manager Retail Sales

Location: Ahmedabad, Gujarat

Department: Sales & Business Development

Designation: Regional Sales Manager (RSM)

Reporting To: ZSM / DGM – Sales

1. Job Purpose

To drive revenue growth, market expansion and retail channel development across Ahmedabad and the assigned Gujarat region by strengthening distributor/dealer networks, increasing secondary sales, acquiring new retail counters and ensuring strong market penetration of tile adhesives, waterproofing, construction chemicals and related building-material products. The role will be responsible for business growth, channel productivity, team leadership, collections and market execution.

1. Key Responsibilities

A. Revenue & Business Growth
- Achieve monthly, quarterly and annual sales and revenue targets for the assigned territory.
- Drive primary and secondary sales through distributors, dealers and retail counters.
- Develop territory-wise business plans and execute strategies to achieve growth targets.
- Improve product mix, billing value and contribution from high-potential products.
- Identify opportunities for increasing market share across Ahmedabad and surrounding markets.

B. Retail & Channel Expansion
- Appoint and develop new distributors, dealers, retailers and counters.
- Expand market coverage and improve outlet productivity.
- Ensure adequate product availability and visibility across the retail network.
- Develop solid relationships with key channel partners and manage channel profitability.
- Monitor distributor stock, secondary movement, schemes and market credit.

C. Market Development
- Conduct regular market visits to understand competitor activity, pricing, schemes and customer preferences.
- Identify untapped markets and potential retail clusters.
- Develop strategies for market penetration and territory expansion.
- Drive product trials and conversion from competing brands.
- Build strong relationships with retailers, contractors, applicators,



masons and other influencers.

D. Team Management
- Lead, guide and monitor Sales Officers / Sales Executives in the assigned region.
- Set clear targets and daily/weekly activity plans for the team.
- Conduct regular field reviews and performance assessments.
- Coach team members on product knowledge, selling skills, negotiation and market execution.
- Ensure discipline, productivity and achievement of individual and team KPIs.

E. Collections & Commercial Discipline
- Ensure timely collection of outstanding payments from distributors and channel partners.
- Monitor credit limits, ageing and overdue accounts.
- Minimize bad debts and ensure adherence to company credit policies.
- Coordinate with Finance and Sales teams for timely resolution of commercial issues.

F. Product & Technical Selling
- Develop strong knowledge of tile adhesives, waterproofing solutions, construction chemicals and related products.
- Conduct product demonstrations and support channel partners in product conversion.
- Coordinate with the Technical/Projects team for customer complaints, application issues and product trials.
- Ensure effective communication of product USPs and competitive advantages.

G. Market Intelligence & Reporting
- Track competitor pricing, products, schemes, promotions and distribution strategies.
- Provide actionable market intelligence to management.
- Submit timely sales reports, market visit reports, collection reports and forecasts.
- Maintain accurate CRM/Keka/ERP records and ensure reporting compliance.

1. Key Performance Indicators (KPIs)





KPIKey MeasureRevenue Achievement% achievement against monthly/annual targetSales GrowthYoY / territory growth %New Channel DevelopmentNew distributors/dealers/retail counters addedSecondary SalesMonthly secondary sales growthMarket CoverageActive outlets / productive outletsCollectionsCollection efficiency & overdue reductionProduct MixGrowth of strategic/high-margin productsMarket ExpansionNew territories/markets activatedTeam ProductivityTarget achievement per salespersonCustomer RetentionActive channel partner retentionMarket IntelligenceTimely competitor & market reportsReporting Compliance100% timely reporting
1. Candidate Profile

Education:

- Graduate in any discipline; MBA/PGDM in Sales & Marketing preferred.

Experience:

- 7–12 years of relevant experience in retail/channel sales.
- Experience in building materials, tile adhesives, waterproofing, construction chemicals, paints, sanitaryware, tiles or allied industries preferred.
- Strong experience in distributor/dealer management and retail market development.
- Experience handling a regional/team responsibility will be preferred.

1. Required Competencies

- Strong sales and business development orientation
- Distributor & dealer network management
- Retail market penetration
- Negotiation and relationship management
- Team leadership and people management
- Analytical and commercial acumen
- Strong communication and presentation skills
- Market intelligence and competitor analysis
- Collection and credit management
- Target-driven and execution-focused mindset
- Ability to work extensively in the field

1. Ideal RSM Profile

The ideal candidate should be a strong market-facing sales leader who can build the Ahmedabad retail business from the ground up, expand the channel network, improve outlet productivity and deliver sustainable revenue growth. Contact HR (Priyanka) - (phone hidden)

📌 Regional Sales Manager (Ahmedabad)
🏢 Aswani Industries Private Ltd(Ascolite)
📍 Ahmedabad