Regional Business Manager

Job Description

The purpose of the job is to implement Sales strategies and programs to achieve or exceed; distribution targets, coverage targets, sales turnover, and profitability of the region. 

The incumbent is based at the Regional office and reports to the Head of Business for his/her region and works closely with the Brands Team, HR and Finance. This role is 90% field based and 10% office and involves travel across multiple states.

Key Responsibilites

  1. Strategic Sales Management:
  • Forecast sales for the Region in alignment with company goals and sales trend of the region.
  • Ensures outlet execution standards are achieved for the Region and champion the usage of Sales Force Automation (SFA) by team members.
  • Monitor region’s revenue and cost to achieve regional profitability.
  • Analyze sales achievement report to address situations leading to unfavorable variances.
  • Ensure Joint Business plan is in place for distributors by FSMs.
  • Recommend product lines by identifying new product opportunities, and/or product, packaging, and service changes. 
  • Survey customer needs and trends 
  • Track competitor’s performance & products with a view to developing the right strategies to ensure market leadership.
  • Implement the Route to Market Plan
  • Drive Market Coverage Expansion and ensure distributors deploy required infrastructure to optimize coverage opportunity and product Penetration.
  • Ensure FSMs expand customer base across retail and wholesale channels through the VSRs and Pre-Sellers
  1. Stock Management:
  • Ensure adherence with stock policy in the Region.
  • Manages stock & its distribution in the Region.
  • Approve stock requisition & analyses region weekly stock position.
  1. Financial Management:
  • Prepare annual budget, forecast expenditure, analyze variances, and initiate corrective actions.
  • Scrutinize expenditure in line with budget guideline before approval for payment
  • Ensure credit policy is adhered to and monitor credit utilization for credit customer.
  • Recommend credit limits for customers.
  1. Coaching & Mentoring:
  • Hold Weekly Performance review meeting with team.
  • Embark on field Accompaniment with FSMs, VSRs and Pre-sellers to trade to coach on selling skills. 
  • Ensure all sales team members carry out respective responsibilities.
  • Make unscheduled visits to area offices, Depot and trade to spot check team members. 
  1. Training
  • Identification of skill gaps in sales workforce through accompanied market visit for creating Individual Development Plan (IDP)
  • Determine, and recommend intervention training to Busines Head/HR
  • Evaluate the effectiveness of training on business through routine market visits.
  • Review of post training evaluation provided by HR with a view of providing concrete feedback for periodic performance assessment.
  • Building & sustaining value-based capability of the sales team to ensure they excel in modern day sales space

Principal Accountabilities

  • Achievement of regional sales target by Brand, SKU, and Value
  • Achievement of Product Penetration Target for the Region at Retail and Wholesale
  • Achievement of Active wholesaler as a percentage of Wholesaler Universe
  • Achievement of Regional Strike rate and call completion for all retail team members.
  • Zero Debt to distributor by retail team
  • Regional Expense Budget Management to Plan

Personal Specification

Qualifications & Experience

  • Minimum of 8 years sales experience with 2 years spent in Customer Marketing/Trade Marketing and another 2 in Sales Leadership role
  • HND/BSC degree in any discipline
  • MBA is a Must

Skills Requirements

  • Experienced at Retail and wholesale sales practices and processes.
  • Excellent leadership, interpersonal, persuasive and communication skills
  • Strong Business Insight, Good planning and organizing skills.
  • Self-driven, aggressive, energetic and stress tolerance
  • Understands selling using Value based approach.
  • Experienced at Customer Joint Business Planning
  • Experienced at Route to Market development and deployment.
  • Good Microsoft Office Skills
  • Expert at management using routines



FMCG & Retail




Job Level