ROLE SUMMARY:

Designation: Regional Sales Manager(RSM),OOH/Institutional&

Distributor Sales

Reporting To:

National Sales Manager (NSM)

Role Summary:

The Regional Sales Manager (RSM) is a volume-driven execution role responsible for distributor- led institutional sales across semi-organised and unorganised channels. Appointing HORECA Distributor, Creating Distributor Infrastructure. This role is about coverage, billing, activation, and throughput. The RSM ensures that once an account is converted (directly or by KAM), sales actually happen on the ground.

Key Channels Covered
Street HORECA (hotels, Cafes, Bakeries, Small Restaurants)
Top 10 Key account from assigned channels
Caterers- Specially Wedding Large Caterers
Factory & Warehouse Canteens
EducationalInstitution Canteens
Hospital & Healthcare Canteens
Semi-organised QSRs (Indian)
Local Offices & Commercial Establishments
Vending channel- For Tea Bags
Amusement Parks/ Zoo

Key Responsibilities(KRAs)
Develop distributor sales Team
Appoint, manage, and drive distributor performance
Generate volume& value through distributors in time with plans
Lead and manage Sales Executives
Ensuresecondarysales, visibility,andactivations
Roll out converted key accounts across:





o Multiple branches o Multiple locations
Execute KAM-converted accounts on ground
Manage distributor stock, schemes, and rotations
Achieve monthly volume & value targets

Industries & Product Categories

Ideal candidates should come from high-volume, distributor-driven businesses:

Industries
FMCG (Food & Beverage)
Tea / Coffee Companies
Premix / Beverage Concentrates
Institutional FMCG
Vending Consumables

Product Categories

•Tea, Coffee, Premixes
Institutional food products
Vending supplies
Commoditised FMCG sold via distributors

Experience Profile
15 to 20 years of distributor-led sales experience
Robust exposure to HoReCa/Institutional
Experience handling salesteams on ground
Comfortable with aggressive targets & execution

Non-Negotiable Skills (Must-Have)
Solid distributor management skills
Ability to drive volume & billing
Team handling & field execution capability
Marketintelligence & competitive tracking
Hustler mindset with high field involvement
Basic understanding of institutional buying behavior
Team Management
Skills to organise Physical Demos & Trials

📌 Regional Sales Manager Delhi
🏢 Silver Leaf Tea
📍 Delhi