Regional Sales Manager – FMCG

About this role

The overall purpose of this job is to plan, lead, coach and oversee all sales operations and route-to market activities in the Region to ensure the achievement of sales volume, share, and profitability targets for dairy products. The job holder will be responsible for executing sales strategies, managing team performance, developing distribution networks, and strengthening customer relationships to ensure sustainable growth and satisfaction.

Responsibilities

• Develop and implement regional sales plans aligned with company objectives and
• targets.
• • Drive daily, weekly, and monthly sales performance of the route sales team to
• ensure achievement of sales, volume, profitability and revenue goals.
• Oversee and support the execution of route-to-market strategies to enhance
• product availability, visibility, and distribution efficiency.
• • Monitor and analyze regional sales data, market trends, and competitor activities,
• and provide actionable insights for decision-making.
• • Coach, mentor, and develop Sales Team Leads to ensure consistent capability, motivation, and performance.
• • Work closely with the marketing team to execute regional promotions, activations,
• and brand visibility programs.
• • Ensure compliance with company pricing policies, trade terms, and standard
• operating procedures in all sales transactions.
• • Manage and maintain key customer relationships, ensuring prompt resolution of
• customer complaints and delivery issues.
• • Lead territory expansion initiatives by identifying new markets, outlets, and
• distribution opportunities.
• • Collaborate with logistics and supply chain teams to ensure timely delivery of
• stocks to distributors, agents, and customers.
• • Track, reconcile, and report on regional sales performance, stock movements, andreturns to ensure proper accountability.
• • Ensure effective route planning and utilization of sales assets (vehicles, POS
• materials, etc.) to maximize efficiency.
• • Monitor credit limits, collections, and payment compliance in liaison with the
• finance team.

Requirements

• Bachelor’s degree in Sales & Marketing, Business Administration, or a related field.
• • Minimum of 3–5 years’ experience in FMCG sales and distribution, preferably in
• the dairy or beverages sector.
• • Proven track record of leading high-performing sales teams and achieving regional
• targets

Required Skills