Regional Sales Manager for Pet Food

Job Description

The Regional Sales Manager – Pet Food is responsible for driving sustainable sales and revenue growth within the assigned market or region through effective sales strategy execution, customer and distributor development, and strong sales team leadership.

The role is accountable for expanding the customer base, strengthening distribution and market coverage, developing key accounts and strategic partnerships, and ensuring a high level of customer experience and retention. The incumbent shall lead and direct the sales organization, set clear performance expectations, and build the team's capabilities to consistently achieve business objectives.

The Regional Sales Manager is also responsible for sales forecasting and budgeting, receivables and credit management, market and competitor intelligence, coordinating with internal stakeholders to ensure product availability, and resolving customer and product-related concerns. The role is expected to have a strong understanding of P&L management and commercial decision-making, including pricing, promotions, margins, and other initiatives that support profitable growth

1. Sales & Revenue Growth

• Develop and deliver annual sales plans, budgets, and targets.

• Monitor sales performance, forecasts, market trends, and competitor activities.

• Identify opportunities to grow sales, market share, and profitability.

• Coordinate with internal teams to ensure product availability and smooth sales execution.

• Prepare monthly sales reports and forecasts, and maintain updated customer and market data.

• Monitor competitor activities, including promotions, pricing, products, and distribution strategies.

2. Lead Generation & Customer Acquisition

• Expand the customer base across pet shops, veterinary clinics, supermarkets, online platforms, and other relevant channels.

• Identify and develop new sales leads, accounts, territories, and business opportunities.

• Support sales campaigns, trade events, pet shows, and other activities that generate demand and new customers.

3. Stakeholder & Key Account Management

• Build and maintain strong relationships with key customers and strategic accounts.

• Develop relationships with veterinarians, breeders, trainers, associations, universities, influencers, and other industry partners.

• Conduct regular customer engagements and business reviews.

• Work with internal teams to address customer requirements and support account growth.

• Partner with the Group Technical & Sales Manager to provide technical training and presentations to customers and prospects.

4. Distributor Management

• Develop and strengthen the distributor network to improve market coverage and product availability.

• Set and monitor distributor sales, inventory, service, and collection performance.

• Ensure distributors comply with agreed commercial policies, credit terms, and service standards.

• Work closely with Finance to manage receivables and overdue accounts.

5. Customer Experience & Retention

• Ensure responsive and professional customer and after-sales service.

• Gather customer feedback and address product, service, and technical concerns promptly.

• Coordinate resolution of customer complaints with relevant internal teams.

• Develop initiatives that strengthen customer satisfaction, loyalty, and retention.

6. Sales Team Leadership & Capability Development

• Lead and manage the sales team to achieve sales, collection, customer, and market development targets.

• Set clear goals, priorities, and accountabilities for team members.

• Conduct regular sales meetings, performance reviews, coaching, and feedback sessions.

• Identify development needs and provide appropriate training and mentoring.

• Build team capability and support succession and talent development

7. Quality, Food Safety and Compliance

• Ensure compliance with applicable quality, Halal, food safety, health, safety, and Integrated Management System requirements.

• Report relevant product quality, food safety, or compliance issues to the appropriate teams.

• Promote compliance, risk awareness, and continuous improvement within the sales team.

8. PNL Management

• Full responsibility and management of the pet PNL in region, with clear understanding and reporting of margins

• Make pricing and promotion decisions based on clear understanding of internal costs and external market factors to optimize profitability and alignment with overall business strategy

9. Other Tasks/ Responsibilities:

• Actively participate in company programs and activities relating to quality improvement, occupational health and safety, security, sustainability, corporate social responsibility, risk management, business continuity, and other organizational initiatives.

• Perform other duties and responsibilities that may reasonably be assigned by the immediate superior based on business requirements.

Qualifications

Education:

• Bachelor's degree in Business Administration, Marketing, Sales, Animal Science, Veterinary Medicine, or a related field.

• Postgraduate degree or advanced studies in Business, Marketing, Animal Nutrition, Animal Science, Veterinary Medicine, or a related discipline is an advantage but not required.

Experience:

• With 8-10  years of progressive sales experience, preferably within the Pet Food, Animal Nutrition, Animal Health, FMCG, Consumer Goods, or related industries.

• At least 7-10  years of experience leading and managing sales teams, territories, distributors, or key accounts.

• Demonstrated experience in:

  • Sales planning and revenue management

  • Distributor and channel management

  • Key account and customer relationship management

  • New business development and customer acquisition

  • Sales forecasting and budgeting

  • Credit and receivables management

  • Team leadership and capability development

License/s: 

• No specific professional license required.

• Valid driver's license may be required depending on market or territory requirements.

Other Requirements:

• Willing and able to travel regularly within assigned territories or markets.

• Comfortable working in a highly mobile, customer-facing, and results-driven environment.

• Proficient in relevant sales reporting, productivity, presentation, and data-analysis tools.

Additional Information

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