Regional Sales Manager - North

SOFTSENS Job Description Regional Sales Manager — North Sales   |   North Region   |   Delhi NCR, Punjab, Haryana, Rajasthan, Uttar Pradesh, Uttarakhand

Role Overview

Location	North Region (Delhi NCR)	Reporting To	National Sales Head
Function	Sales — Regional	Experience	10–15 years
Designation	Regional Sales Manager	Direct Reports	Area Sales Managers

The Regional Sales Manager — North is responsible for building and owning Softsens' offline commercial business across Delhi NCR, Punjab, Haryana, Rajasthan, Uttar Pradesh, Uttarakhand. This person leads the regional sales organisation, manages the distributor and stockist network, drives outlet coverage and offtake across GT, MT, and Pharmacy channels, and develops the ASM layer into strong, independent field leaders. The RSM operates as a mini-business owner for the region — accountable for revenue, distribution health, team performance, and trade investment efficiency. This role requires someone with deep North India GT / MT expertise, strong pharmacy and baby specialty channel knowledge, and the ability to unlock the premium potential that the data clearly shows exists in this market.

Key Responsibilities

1.   Regional Revenue Achievement & Business Planning

• Own and deliver the monthly, quarterly, and annual revenue target for Delhi NCR, Punjab, Haryana, Rajasthan, Uttar Pradesh, Uttarakhand across GT, MT, Pharmacy, Baby Specialty, and Clinic/Hospital channels.

• Cascade the regional target to ASM territories and individual Sales Officer beats — ensure every layer of the team has a clear, measurable number they own.

• Contribute to the Annual Business Planning (ABP) process — provide accurate revenue forecasts, distribution investment plans, and market-level opportunity assessments to the NSH.

• Conduct monthly territory reviews: identify underperforming pockets, investigate root causes, and implement course-correction plans before month-end — not at month-end.

• Identify and prioritise high-potential geographies within Delhi NCR, Punjab, Haryana, Rajasthan, Uttar Pradesh, Uttarakhand — white spaces, emerging retail clusters, and priority towns — and build targeted activation plans.

2.   Distribution Building & Stockist Management

• Design and execute the regional distribution architecture — territory mapping, distributor appointment, super-stockist relationships, and expansion into new towns and districts.

• Set and track numeric and weighted distribution targets by ASM territory and channel; review weekly and intervene early when coverage drops.

• Conduct monthly distributor ROI reviews — monitor primary and secondary sales, inventory levels, outstanding dues, and scheme uptake for every distributor in the region.

• Personally manage key distributor and super-stockist relationships at RSM level — resolve conflicts, negotiate credit norms, and conduct quarterly business reviews.

• Appoint new distributors where required — own the selection, onboarding, and first-90-day handholding of new channel partners.

3.   Channel Execution & Retail Visibility

• Ensure Softsens products are available, visible, and properly priced at every priority outlet across GT, MT, and Pharmacy channels in the region.

• Drive POSM deployment, shelf visibility, and new product launch execution standards — set coverage norms and track compliance through ASM joint fieldwork reports.

• Own new product listing velocity — set ASM-wise listing targets and timelines, and ensure first-month distribution milestones are met for every Softsens launch.

• Monitor and improve secondary sales velocity at the outlet level — track distributor offtake data, identify slow-moving SKUs, and implement liquidation plans proactively.

• Build pharmacy and baby specialty coverage across Delhi NCR, Punjab, Haryana, Rajasthan, and UP — North India's baby care purchasing is heavily pharmacy-driven.

4.   Team Leadership & ASM Development

• Lead, coach, and develop the ASM team — conduct regular joint fieldwork (minimum 18 field days per month), monthly performance reviews, and structured feedback conversations.

• Personally participate in ASM hiring — assess field readiness, market knowledge, and leadership potential before recommending to the NSH.

• Ensure every ASM has a clear territory plan, a functional SVL, a distributor coverage calendar, and a weekly activity tracker — and reviews them weekly.

• Address team attrition proactively — identify at-risk team members, engage with them early, and escalate to NSH before a vacancy impacts the territory.

• Train and develop ASMs on distributor management, outlet handling, scheme execution, and data reporting — build their ability to solve market problems independently.

5.   Trade Marketing & Scheme Execution

• Execute regional trade schemes, promoter programs, BTL activations, and consumer offers as planned by the Brand Manager — ensure field team is briefed and executing on time.

• Monitor scheme uptake and execution quality at the outlet level; flag implementation gaps to NSH and Brand Manager within 48 hours of discovery.

• Coordinate with the ABM for POSM deployment, in-store promoter placement, and sampling activities — ensure regional Marketing and Sales plans are aligned.

• Review and recommend trade discount approvals within the authorised framework; process and reconcile scheme claims accurately and within defined timelines.

6.   Reporting, Data Discipline & Commercial Control

• Submit weekly and monthly regional performance reports to the NSH — covering primary sales, secondary offtake, distribution metrics, outstanding dues, and market intelligence.

• Monitor outstanding dues across all distributors in the region; ensure collections are within credit norms and escalate overdues to the NSH before they become write-offs.

• Track and report competitor activity, pricing, and distribution moves in the region on a structured weekly basis.

• Review and approve ASM expense claims, tour plans, and field reports — ensure data integrity across the regional team.

Key Result Areas & KPIs

Key Result Area (KRA)	Key Performance Indicator (KPI)
Regional revenue achievement — Delhi NCR, Punjab, Haryana, Rajasthan, Uttar Pradesh, Uttarakhand","% of monthly and quarterly target achieved vs ABP
Distribution expansion	Numeric and weighted distribution growth across GT, MT, Pharmacy by ASM territory
Secondary sales velocity	Offtake growth rate by channel and SKU; stock-out instances per month
New product launch execution	% of priority outlets covered within 30 days of any Softsens launch
Distributor health	Average distributor ROI; DSO; overdue dues as % of total outstanding
ASM team performance	% of ASMs achieving monthly targets; team attrition rate
Trade scheme ROI	Revenue uplift per rupee of regional trade promotion spend
Market intelligence	Structured competitor activity reports submitted weekly to NSH
Reporting discipline	Accuracy and timeliness of regional MIS; zero integrity violations

Must-Haves

• 10–15 years of field sales experience in FMCG, Personal Care, Baby Care, or Consumer Healthcare — with at least 2 years as an RSM, Regional Sales Head, or senior ASM managing multi-state territory.

• Proven experience managing multi-state North India sales territories — Delhi NCR, Punjab, Haryana, UP, and Rajasthan specifically. Must understand the market fragmentation, COD trade dynamics, and the significant differences between Punjab premium buyers and UP value buyers.

• Hindi fluency essential — all trade engagement in UP, Rajasthan, Punjab, and Haryana happens in Hindi. Regional language comfort in Punjabi is a strong advantage.

• Experience building in Tier 2 and Tier 3 North India markets — Ludhiana, Amritsar, Jaipur, Lucknow, Chandigarh, Agra, Meerut — not just Delhi NCR.

• Proven track record of building GT distribution from the ground up — not just managing existing networks. Must have appointed distributors, mapped territories, and expanded coverage in under-penetrated markets.

• Strong team leadership — must have directly managed, coached, and held ASMs accountable for territory performance, not just reviewed numbers.

• Experience in Pharmacy and Baby Specialty channel sales — understanding of how these trade partners buy and what drives their stocking decisions.

• Data fluency — must be comfortable reviewing secondary sales data, distributor offtake reports, and outlet-level coverage metrics to identify gaps and act on them.

• Willingness to travel 18–22 days per month across the region — this role demands consistent field presence, not remote management.

Good-to-Haves

• Exposure to hospital and institutional channel development — clinic networks, hospital-linked stockists, pediatric recommendation programs.

• Prior experience in Punjab or Haryana specifically — understanding of the premium consumer mindset in these markets and how to build distribution without over-relying on trade schemes.

• Knowledge of hospital-adjacent and clinic-linked pharmacy distribution in Delhi NCR — a significant channel for baby and personal care products.

• Experience coordinating with marketing teams for geo-targeted BTL activations, in-store promotions, and regional product sampling.

• Familiarity with sales force automation or DMS platforms for distributor management and secondary sales tracking.

Cannot-Haves

• Candidates whose 'regional' experience covered only 1–2 states — must have genuinely managed a multi-state territory with meaningful revenue accountability.

• Profiles where distribution management was entirely handled by subordinates — must have personally managed distributor relationships, ROI reviews, and conflict resolution.

• Candidates from only large FMCG companies with no exposure to resource-constrained, startup-stage brand environments.

• Anyone unwilling to relocate to the assigned region or with significant restrictions on inter-state travel frequency.

• Candidates with a pattern of short tenures at senior level (under 18 months) without a clear business reason.

• Candidates who have only worked in South or West India with no North India trade experience — the GT dynamics, distributor relationships, and consumer behaviour in North India are substantially different.

• Anyone without direct experience managing UP as a territory — it is the largest state in India and requires specific distribution capability that cannot be assumed.

Target Companies

Baby Care & Personal Care

• Mamaearth / Honasa Consumer — offline expansion team

• Himalaya Wellness — Baby Care vertical

• Cetaphil

• Chicco / Pigeon India

• Mee Mee

• WOW Skin Science — offline scale-up phase

• Plum / Earth Rhythm

FMCG / Consumer Healthcare

• Piramal Consumer Healthcare

• Cipla Consumer Healthcare

• Emami — leaner brand verticals

• Marico — specific verticals

• Dabur — Baby Care or Healthcare vertical

Regional / Alternate Pool

• Mamaearth North India regional sales team — directly comparable brand-building challenge

• Himalaya Baby — North India pharmacy channel experience

• Emami North India — GT distribution expertise

• Dabur North India — healthcare / baby care vertical

• Regional stockists / super-stockists in Delhi NCR or Punjab who have transitioned brand-side

• Cipla Consumer Healthcare — North India pharmacy-led distribution

Success in This Role

The RSM — North will be measured on two things above all others. First: stabilising and then scaling the North offline business to at least ₹35L monthly within 6 months — the data shows this market has the buyers, it is a distribution and execution gap, not a demand gap. Within 12 months, North should be contributing 20%+ of national offline revenue.