Sales Manager

Senior Regional Sales Manager – Job Description (Food & Beverage / FMCG)

Job Title: Senior Regional Sales Manager

Department: Sales & Marketing

Location: Assigned Region / Multi-State Region Like lucknow, kanpur, paryagganj, gorakhpur, varanashi, gaziabad, aligarh, mathura, agra etc

Reports To: Business Head

Job Summary:

The Senior Regional Sales Manager is responsible for leading regional sales operations, driving strategic business growth, and managing large distribution networks for Food & Beverage / FMCG products. This role involves high-level sales planning, team leadership, key account management, and market expansion to achieve long-term revenue and profitability goals.

Key Responsibilities:

1. Strategic Sales Leadership

Develop and implement long-term regional sales strategies aligned with company business goals.

Drive revenue growth, profitability, and market share expansion.

Lead business planning, forecasting, and budgeting for the region.

Identify high-growth opportunities and implement expansion plans.

2. Regional Business Development

Expand distribution and retail presence across multiple territories and channels.

Develop modern trade, general trade, and institutional sales channels.

Lead new product launches and market penetration strategies.

Monitor competitor strategies and recommend business improvement initiatives.

3. Distributor & Key Account Management

Build and maintain strong partnerships with large distributors, super stockists, and key retail chains.

Negotiate commercial agreements, trade margins, and promotional strategies.

Ensure strong supply chain coordination and product availability across the region.

4. Leadership & Team Development

Lead and manage Regional Sales Teams including Area Managers, Territory Managers, and Sales Officers.

Set performance goals and conduct leadership coaching and mentoring.

Drive team capability development and succession planning.

Ensure high employee engagement and productivity.

5. Sales Operations & Performance Management

Monitor regional sales performance through MIS, analytics, and KPIs.

Drive execution excellence in distribution, visibility, and merchandising standards.

Implement sales automation tools and reporting systems.

Ensure compliance with company policies and operational standards.

6. Customer & Market Relationship Management

Develop relationships with key customers, institutional buyers, and strategic partners.

Ensure customer satisfaction and long-term business retention.

Represent the company in industry events and trade meetings.

7. Cross-Functional Coordination

Work closely with marketing, supply chain, finance, and product development teams.

Provide market intelligence and consumer insights for product and marketing strategy.

Support demand planning and inventory optimization.

Required Qualifications:

Bachelor’s Degree in Business Administration, Marketing, or related field.

MBA in Sales, Marketing, or Business Management preferred.

10–20 years of experience in FMCG or Food & Beverage sales.

Minimum 4–6 years of experience in regional or leadership role.

Required Skills & Competencies:

Strong strategic planning and business development skills

Advanced leadership and people management capabilities

Excellent negotiation and stakeholder management skills

Strong analytical and financial understanding

Expertise in distribution and channel sales management

Ability to handle large-scale regional operations

Strong decision-making and problem-solving ability

Key Performance Indicators (KPIs):

Regional revenue and profit growth

Market share expansion and territory development

Distributor and channel performance

Successful product launches and market penetration

Team performance, retention, and development

Customer satisfaction and business sustainability

• It is a Full Time Field Sales job for candidates with 5 - 6+ years Experience.