Regional Sales Manager – West Region

About the role

The Regional Sales Manager – West will lead trade marketing and distribution activities across the western region, aligning with BAT’s brand strategy and national trade plan. This role drives sales growth, manages key customer relationships, and ensures optimal product availability.

Key responsibilities

• Develop and implement a Regional Trade Marketing and Distribution Plan in line with brand strategy and national objectives.
• Manage and monitor Accounts Receivables and cash collection processes through effective control mechanisms.
• Foster an environment where BAT guiding principles are understood and visibly implemented.
• Manage regional budgets, ensuring all transactions comply with company policies.
• Lead and develop a regional trade marketing and distribution team through training, motivation, and staff development.
• Manage key regional trade customers by creating and executing account strategies to maximize volume and share.
• Maintain effective business relationships with trade customers through planned coverage and support.
• Ensure efficient distribution of company brands to maximize availability and minimize out‑of‑stock situations.
• Implement national cycle plans and trade programs, optimizing resource use across the region.
• Achieve highest in‑store visibility and sales performance for strategic brands by gaining active trade support.
• Utilize Retail Classification System information for trade coverage and business development.
• Support development of distributors and wholesalers through international quality training programs.
• Keep area managers, trade marketing representatives, and distribution field force informed of objectives, progress, and action plans.
• Provide trade marketing and distribution performance reports to senior leadership.

Required profile

• Experience in trade marketing and distribution within a FMCG environment.
• Proven ability to manage budgets and oversee accounts receivable processes.
• Demonstrated leadership in building and coaching regional teams.
• Strong relationship‑building skills with trade customers and partners.
• Ability to monitor performance metrics and produce actionable reports.

Required skills