Regional Sales Manager

Regional Sales Manager

Location: Onitsha
Department: Sales & Distribution
Reports To: National Sales Manager
Product Portfolio: Gypsum Powder | Sisal Fiber | Waterproof Membrane | Marine Board | White Glue | Contact Adhesive | Roofing Sheets | Roofing Nails

1. Role Purpose

The Regional Sales Manager (RSM) holds full commercial accountability for the assigned region, including revenue generation, cash collections, customer acquisition, distributor and dealer network development, and field team performance. The RSM is responsible for translating the National Sales Manager's strategic direction into region-specific execution through town-level targets, route coverage planning, market activation, and disciplined receivables management.

This is a field-first role. The RSM is expected to spend the majority of the working week in the market with customers and Area Managers rather than at a desk.

2. Key ResponsibilitiesCommercial Ownership

• Own the regional sales and collection P&L, delivering revenue and cash-collection targets against the approved annual plan, broken down by month, week, and day.
• Translate the National Sales Manager's strategy into a region-specific go-to-market plan covering territory coverage, customer segments, and product mix.
• Identify and pursue new business opportunities, including underserved towns and untapped customer segments.

Team Leadership

• Recruit, deploy, train, and performance-manage Area Managers and Promoters across all towns in the region.
• Conduct structured field visits, review Area Managers' daily reports, and correct performance gaps within the same week they are identified.

Network & Market Development

• Build and continuously expand the distributor, dealer, retailer, and institutional customer network.
• Drive market activation activities—including demonstrations, dealer meets, branding, and promoter drives—to increase product visibility and offtake.
• Track competitor pricing, products, promotions, and distributor margins on an ongoing basis, and report actionable intelligence weekly.

Receivables & Risk Management

• Control overdue receivables strictly within approved credit terms; escalate risk accounts before they age.
• Resolve customer, supply, pricing, and logistics issues directly and promptly—the RSM is the first point of escalation in the region.

Reporting

• Submit accurate, on-time daily, weekly, and monthly sales, collection, and market reports to the National Sales Manager.

3. Key Result Areas (KRAs)

• Regional revenue growth against approved annual, quarterly, and monthly targets.
• Collection efficiency and control of overdue receivables within the region.
• Growth in the number of active, billing customers (distributors, dealers, retailers, institutional buyers).
• Distributor and dealer network expansion into new towns and market segments.
• Market activation execution and resulting sell-through/offtake growth.
• Productivity and target achievement of Area Managers and Promoters under supervision.
• Accuracy, completeness, and timeliness of sales, collection, and market intelligence reporting.
• Quality and actionability of competitor intelligence supplied to management.

4. Key Performance Indicators (KPIs)KPIMeasurementTarget / FrequencySales RevenueActual sales vs. approved targetDaily / Weekly / Monthly / QuarterlyCollectionCash/cheque/bank collection vs. targetDaily / Weekly / MonthlyOutstanding Receivables (DSO)Overdue balances beyond approved credit periodMonthly, <5% beyond termsNew Customer AcquisitionNumber of new active accounts opened and billedMonthlyActive Customer BaseCustomers billed at least once in the last 60 daysMonthlyCustomer Retention% of prior-period active customers retainedQuarterlyMarket ActivationActivation activities completed vs. plan (demos, launches, promotions)MonthlyDistributor/Dealer DevelopmentNew distributors/dealers onboarded and billingQuarterlyTeam Productivity% of Area Managers/Promoters achieving individual targetsMonthlyInventory AvailabilityStock-out incidents at distributor/dealer level for regional SKUsMonthlyReporting DisciplineDSR/MIS submitted on time and error-freeDaily / Weekly / MonthlyCompetitor IntelligenceQuality and frequency of competitor/pricing reportsWeekly5. Sales & Collection Responsibilities

• Own and personally track daily sales and daily collections against target for every customer, town, and salesperson in the region.
• Set weekly sales and collection targets by town and by Area Manager; review actuals every Monday against the prior week.
• Consolidate and own the monthly regional sales and collection target, with a clear customer-wise and product-wise breakdown.
• Distinguish and separately track revenue targets, collection targets, new-customer targets, and active-customer targets for every reporting cycle.
• Personally visit the top 20 customers by volume in the region at least once a month; visit overdue accounts within 48 hours of an account going past terms.
• Approve customer credit limits within delegated authority and flag any breach of approved credit period to the National Sales Manager immediately.

6. Team Management Responsibilities

• Recruit, induct, and train Area Managers and Promoters on product knowledge, pricing, credit policy, and reporting discipline.
• Set individual daily, weekly, and monthly targets for every Area Manager and Promoter, and review achievement in a structured weekly review meeting.
• Accompany Area Managers on joint field visits at least twice a month to coach on customer handling, negotiation, and problem-solving.
• Identify underperformance within two review cycles and put a documented improvement plan in place; escalate persistent non-performance for action.
• Maintain a regional team roster, attendance, and route-coverage plan; ensure no town in the region is left uncovered for more than one week.

7. Market Development Responsibilities

• Map all towns, markets, and customer clusters in the region, and maintain a live coverage plan (covered / partially covered / uncovered).
• Identify and onboard new distributors, dealers, and retailers in uncovered or under-penetrated towns each quarter.
• Plan and execute market activation activities (product demonstrations, dealer meets, branding drives) with a monthly activation calendar.
• Track regional market share by product line against the two nearest competitors and report movement monthly.
• Flag emerging demand (e.g., new construction clusters, infrastructure projects) to the National Sales Manager for prioritised coverage.

8. Reporting & MIS Responsibilities

• Submit a consolidated Daily Sales Report (DSR) covering sales, collections, and visits across the region by end of business each day.
• Submit a Weekly Sales & Collection Summary every Monday, with variance-to-target commentary and corrective actions.
• Submit a Monthly MIS Report covering revenue, collections, receivables ageing, new customers, activation activity, and competitor intelligence.
• Maintain an accurate, current customer database (contacts, credit terms, outstanding balances, order history) in the company's CRM/Excel system.

9. Inventory & Supply Coordination

• Coordinate weekly with the warehouse/logistics team to confirm stock availability for the region's top-selling SKUs.
• Flag anticipated stock-outs at least two weeks ahead based on regional sales trends and upcoming activation activity.
• Avoid excess/slow-moving stock at distributor level by aligning primary sales (sell-in) with actual secondary offtake (sell-out).
• Coordinate with logistics to ensure timely delivery to distributors/dealers and resolve delivery disputes within 48 hours.

10. Customer Relationship Management

• Maintain personal relationships with top-tier customers in the region and serve as the first point of contact for escalations.
• Resolve customer complaints (quality, pricing, delivery, documentation) within 48 hours of being raised.
• Conduct structured customer feedback visits quarterly and feed insights into product, pricing, and service recommendations to management.
• Protect the company's credit exposure while maintaining customer goodwill—negotiate settlement plans for at-risk accounts rather than losing the relationship outright.

11. Competencies & Skills

• Strong commercial and negotiation ability; proven track record of achieving sales and collection targets in a B2B distribution environment.
• Working knowledge of Excel/MIS reporting and basic CRM tools.
• Deep understanding of the assigned region—local language, business culture, customer behaviour, and commercial terrain.
• Strong people-management and coaching ability for a field sales team.
• Sound understanding of trade finance fundamentals (credit terms, receivables ageing, cash discipline).
• Analytical ability to interpret sales and collection data and convert it into corrective action.
• Hands-on problem solver, comfortable resolving customer and supply issues on the spot.

12. Educational Qualification

Bachelor's degree in Business Administration, Marketing, Engineering, or a related field. An MBA or postgraduate qualification in Sales/Marketing is an advantage.

13. Experience Required

8–12 years of progressive B2B sales experience in building materials, construction chemicals, adhesives, roofing products, or FMCG distribution, including at least 3 years managing a field sales team.

14. Industry Background

Building materials, construction chemicals, adhesives, roofing/waterproofing products, gypsum, paints/coatings, or FMCG distribution.

15. Travel Requirement

60–70% of working time in the field across the assigned region, including overnight travel to outlying towns as required.

16. Personal Attributes

• Self-driven, target-oriented, and comfortable being measured on hard numbers.
• Resilient under pressure from competitive markets and receivables risk.
• High integrity in handling cash collections and customer credit.
• Strong ownership mentality—treats the region as their own business.
• Sharp customer-psychology instincts and a hands-on troubleshooting mindset.

Pay: ₦1,000,000.00 - ₦1,200,000.00 per month

Work Location: In person