Regional Sales Manager (FMCG / Personal Care)

Job Purpose

The Regional Sales Manager (RSM) is a strategic business leader accountable for driving profitable revenue growth, market share expansion, and distribution excellence across the North & Central region. Acting as a key extension of the Strategic Project Manager, the RSM translates company-wide commercial strategy into actionable regional business plans, owns the region’s sales P&L, and builds a high-performing, future-ready sales organization that sustains long-term competitive advantage in the assigned markets.

Key Responsibilities

1. Strategic Sales Planning & Business Growth

• Co-create and own execution of the regional go-to-market strategy, translating national commercial objectives into region-specific plans, targets, and resource allocation, in close alignment with the project team and management team
• Own quarterly and annual regional revenue forecasting and P&L performance, ensuring targets are met through disciplined planning, tracking, and timely course correction.
• Conduct ongoing market, competitive landscape, and consumer/shopper analysis to identify white-space opportunities, emerging channels, and category growth levers.
• Anticipate market risks — competitive activity, channel shifts, economic factors — and proactively design mitigation plans and corrective actions.
• Shape product, pricing, and go-to-market recommendations that strengthen customer satisfaction, market penetration, and brand equity across the region.

2. Sales Team Leadership & Organizational Capability

• Build, lead, and inspire a high-performance regional sales team aligned to a clear vision, growth targets, and accountability culture.
• Design and deliver structured coaching, field training, and performance-review routines that raise execution capability and close skill gaps.
• Own regional talent strategy — identifying workforce and recruitment needs, leading selection and onboarding, and building succession pipelines for key roles.
• Foster a culture of ownership, agility, and continuous improvement across the sales organization.

3. Distributor, Channel & Market Development

• Serve as the primary strategic partner and relationship owner for distributors (DTRs), key partners, and suppliers within the region.
• Co-develop joint business plans with distributors to maximize revenue growth and unlock the full potential of distributors and retail outlets across the region.
• Translate market feedback and customer insights into actionable input for long-term distribution strategy, channel investment, and route-to-market design.
• Strengthen distributor capability and governance to ensure sustainable, scalable regional growth.

Key Performance Indicators (KPIs)

• Regional revenue growth vs. target and prior-year performance
• Market share and category penetration across North & Central region
• Distributor / trade spend ROI and budget efficiency
• Forecast accuracy of regional revenue planning
• Sales team performance: quota attainment, capability development, and retention
• Distributor coverage, outlet productivity, and execution compliance

• Bachelor’s degree in marketing, Sales, Business Administration, or a related field.
• Proven track record of strategic sales leadership within Personal Care, Diapers, or FMCG industries.
• Strong business acumen, with demonstrated experience in P&L ownership, budget management, and ROI / KPI analysis.
• Excellent communication, negotiation, and stakeholder-management skills.
• Demonstrated ability to lead, coach, and motivate a high-performance sales team.
• Strong organizational skills with a proactive, problem-solving mindset.
• Willingness and availability to travel extensively across the assigned region.
• WORKING LOCATION: Remote work location in Hanoi or Central Vietnam