Regional Sales Manager at a Multinational Consumer Goods Company

Summary

The Regional Sales Manager is accountable for the sales performance, market growth and team leadership of an assigned region. The role translates the national sales strategy into a regional plan, manages distributors and key customers across all trade channels, and builds a high-performing team that delivers volume, distribution and profitability targets.

Key Responsibilities

Sales Performance and Planning

• Develop and execute the regional sales plan aligned with national targets, covering volume, revenue, margin and market share.
• Deliver monthly, quarterly and annual targets for the region.
• Forecast demand accurately and work with supply chain and finance to ensure product availability.
• Identify growth opportunities, underperforming territories and white spaces, and act on them.

Channel and Customer Management

• Manage sales across all relevant channels in the region, including modern trade, general trade, wholesale and on-trade.
• Build and maintain strong relationships with key accounts, distributors and wholesalers.
• Negotiate trade terms, pricing and promotional support within approved guidelines.
• Appoint, evaluate and develop distributors; ensure they meet coverage, stock, delivery and service standards.

Distribution and Market Execution

• Expand numeric and weighted distribution and improve outlet coverage across the region.
• Ensure consistent in-store execution: availability, pricing, visibility, merchandising and promotional compliance.
• Conduct regular field visits, market audits and joint calls with the sales team and distributors.
• Monitor competitor activity, pricing and promotions, and recommend responses.

Team Leadership

• Lead, coach and develop Area Sales Managers, Sales Supervisors and field teams.
• Set clear targets and KPIs, run weekly and monthly performance reviews, and drive accountability.
• Participate in recruitment, onboarding, training and succession planning for the regional team.

Budget, Credit and Reporting

• Manage the regional sales and trade-spend budget and control expenses.
• Monitor receivables and enforce credit policies to keep overdue balances within agreed limits.
• Prepare accurate sales reports, performance dashboards and market insights for senior management.
• Collaborate with marketing, supply chain, finance and HR to support regional execution.

Key Performance Indicators

• Sales volume and revenue versus target
• Gross margin and trade spend as a percentage of sales
• Numeric and weighted distribution; outlet coverage
• Market share growth in the region
• Distributor performance and stock levels
• Receivables days outstanding and overdue balances
• Team productivity, engagement and retention

Qualifications and Experience

• Bachelor's degree in Business Administration, Marketing, Economics or a related field (MBA or professional sales or marketing qualification is an advantage).
• 7–10 years of sales experience in FMCG, beverages, food or consumer goods, with at least 3 years in a regional or multi-territory sales leadership role.
• Proven track record of meeting or exceeding sales targets and leading large field sales teams.
• Strong knowledge of the region's markets, distributor networks and key customers.
• Experience managing distributors and route-to-market models.

Skills and Competencies

• Strategic thinking with strong commercial and negotiation skills
• Excellent leadership, coaching and people-management ability
• Strong analytical skills; confident with Excel and sales reporting tools
• Clear communication and relationship-building skills at all levels
• Results-driven, organised and able to manage multiple priorities
• Willingness to travel extensively within the region