Regional Sales Manager - Central

Role Overview

This position is responsible for leading commercial activity across the Central region, with a primary focus on building and executing strategies that grow market share and revenue. The Regional Sales Manager will split their time between field visits and office-based planning, working closely with both distribution partners and the internal sales team to ensure consistent performance against ambitious targets. This role is central to the company’s expansion goals, as it directly influences how effectively products reach general trade outlets and how strong the company’s presence remains in a competitive landscape.

Key Responsibilities

• Lead and motivate a regional sales team to achieve monthly, quarterly, and annual revenue objectives, providing coaching and performance feedback to keep the team aligned with company goals.
• Manage the full lifecycle of distributor partnerships, including identifying potential distributors, assessing their capabilities, and onboarding new partners through structured recruitment processes.
• Maintain and strengthen relationships with existing distributors, negotiating terms, resolving conflicts, and collaborating on joint business plans that drive mutual growth.
• Monitor market trends, competitor activity, and consumer preferences across the Central region, translating insights into actionable sales strategies and promotional plans.
• Conduct regular field visits to assess distribution effectiveness, ensure product availability, and verify that pricing and visual merchandising standards are consistently maintained.
• Coordinate with internal marketing, supply chain, and finance teams to align sales forecasts, stock levels, and trade activities with regional demand.
• Prepare accurate sales reports, territory analyses, and performance dashboards for senior management, highlighting opportunities and recommending corrective actions where required.
• Plan and manage the regional sales calendar, including trade promotions, product launches, and key account reviews, while ensuring travel schedules are optimized to cover all priority areas within and beyond the Central region.

Requirements & Qualifications

• Bachelor’s degree in Business Administration, Marketing, Sales, or a related field.
• At least five years of professional experience in sales management, ideally within the FMCG sector and general trade environments.
• Proven track record of actively recruiting and onboarding new distributors, with a minimum of one year dedicated to that process.
• Demonstrated ability to lead sales teams, set performance targets, and achieve consistent revenue growth in competitive markets.
• Strong working knowledge of Microsoft Office tools, particularly Excel for sales analysis, Word for reporting, and PowerPoint for presentations.
• Willingness to travel frequently across the Central region and occasionally beyond, often on short notice, to support field operations and distributor meetings.
• Excellent leadership, communication, and problem-solving abilities, with the capacity to make sound decisions under pressure and build trust with both team members and external partners.