Regional Sales Manager Job Description
Hire an experienced sales leader to grow revenue, manage field teams and develop territory strategy across a defined region.
What does a Regional Sales Manager professional do?
A Regional Sales Manager leads a team of salespeople, sets and delivers regional targets, develops routes to market and manages key customer relationships to grow market share.
Regional Sales Manager job description template
Use this employer-ready example as a starting point, then replace the placeholders and adjust the content so it accurately reflects your vacancy.
Regional Sales Manager
About the role
[Insert Company Name] is recruiting a Regional Sales Manager to own sales performance across the [Insert Region]. You will lead and coach a team of field sellers, manage major accounts, develop territory plans and deliver agreed revenue and margin targets. This role involves regular travel across the region and close collaboration with marketing, product and operations. [Insert Base salary / OTE details], plus [commission/bonus].
Key responsibilities
- Set regional sales strategy and translate corporate targets into measurable territory plans.
- Lead, coach and develop a team of sales representatives, including recruitment and performance management.
- Manage key accounts and develop executive-level relationships with major customers and partners.
- Build and maintain an accurate sales pipeline and forecasts using the company CRM.
- Identify new business opportunities, channels and sector segments to expand market share.
- Monitor territory performance through KPIs; run regular sales reviews and adapt plans accordingly.
- Coordinate with marketing, product and operations to support launches, promotions and customer delivery.
- Control regional budgets, pricing decisions and margin management where required.
Essential skills and experience
- Proven experience in field sales management or regional sales with a demonstrable record of meeting targets.
- Experience leading, coaching and developing direct reports.
- Strong commercial and negotiation skills with experience managing key accounts.
- Proficiency using CRM systems and sales reporting tools.
- Ability to travel regularly across the assigned region and to attend customer meetings.
- Right to work in the UK.
Desirable
- Experience in the same sector or selling similar products/services.
- Track record of growing territory revenue and improving team performance.
- Familiarity with pipeline management and sales forecasting methodologies.
- Experience with specific CRM platforms or analytics tools.
- Relevant sales or management qualification (desirable but not essential).
What we offer
- [Competitive base salary and commission/bonus structure]
- [Pension scheme (employer contribution)]
- [Car allowance or company car where applicable]
- [Private medical insurance or healthcare benefits]
- [Annual training and development budget]
- [Holiday allowance + statutory entitlements]
How to apply
Apply with your CV and any additional information requested. Make the interview process, closing date and any assessment stages clear where known.
Use this as a starting point rather than a final advert. The strongest version will reflect the real role, salary, location, systems, responsibilities, benefits and working arrangements.
What is a Regional Sales Manager role?
A Regional Sales Manager is responsible for delivering sales results within an assigned geographic area. The role combines people leadership, territory planning and key-account management. Successful post-holders maintain a healthy sales pipeline, translate corporate strategy into regional actions, and align cross-functional activity to meet revenue and margin objectives.
Team leadership
Recruiting, coaching and performance-managing a field sales team.
Targets & KPIs
Setting and tracking regional sales targets, pipeline and forecasts.
Territory management
Defining routes to market and prioritising accounts across the region.
Customer relationships
Owning relationships with key customers and strategic partners.
Typical Regional Sales Manager responsibilities
Responsibilities should reflect the real scope of the vacancy rather than every task someone in this profession might ever complete.
Set regional sales strategy
Set regional sales strategy and translate corporate targets into measurable territory plans.
Lead, coach
Lead, coach and develop a team of sales representatives, including recruitment and performance management.
Manage key accounts
Manage key accounts and develop executive-level relationships with major customers and partners.
Build
Build and maintain an accurate sales pipeline and forecasts using the company CRM.
Identify new business opportunities
Identify new business opportunities, channels and sector segments to expand market share.
Monitor territory performance through KPIs;
Monitor territory performance through KPIs; run regular sales reviews and adapt plans accordingly.
Coordinate with marketing
Coordinate with marketing, product and operations to support launches, promotions and customer delivery.
Control regional budgets
Control regional budgets, pricing decisions and margin management where required.
Regional Sales Manager skills and experience to look for
Keep the essential list focused on what the person really needs to perform the role. Move useful-but-trainable experience into desirable criteria.
Usually worth prioritising
- Proven experience in field sales management or regional sales with a demonstrable record of meeting targets.
- Experience leading, coaching and developing direct reports.
- Strong commercial and negotiation skills with experience managing key accounts.
- Proficiency using CRM systems and sales reporting tools.
- Ability to travel regularly across the assigned region and to attend customer meetings.
- Right to work in the UK.
Useful where relevant
- Experience in the same sector or selling similar products/services.
- Track record of growing territory revenue and improving team performance.
- Familiarity with pipeline management and sales forecasting methodologies.
- Experience with specific CRM platforms or analytics tools.
- Relevant sales or management qualification (desirable but not essential).
See our guide to what to include in a job advert before publishing.
How to write a Regional Sales Manager job advert
Small role-specific details can make the advert much easier for suitable candidates to assess.
Lead with measurable outcomes
State the revenue targets, team size or growth goals the role will own (or note them as ranges/placeholders).
Be explicit about the territory
Describe the geographic scope and travel expectations so candidates can assess fit.
Highlight the selling mix
Clarify whether the role focuses on new business, account management, channel partners or a mix of these.
Use concrete examples of success
Ask candidates to provide recent sales achievements, quota attainment percentages or team improvements.
Regional Sales Manager salary considerations
Regional Sales Manager pay varies widely by sector, territory and commission structure. When setting a range consider the total on-target earnings (OTE) rather than base salary alone and be clear about the split between fixed pay and variable commission.
depending on experience
- Use a genuine range
- Separate variable pay
- Avoid “competitive” alone
- Match salary to seniority
What Regional Sales Manager candidates will want to know
Practical details can influence whether a suitable candidate applies, even when the title and salary are attractive.
What is the exact territory and travel requirement?
Candidates need to know travel frequency, whether overnight stays are required and the geographic boundaries they will manage.
Who does this role report to and what is the current team structure?
Applicants expect clarity on reporting lines, direct reports and support from inside sales or marketing.
How is commission/bonus structured and what is the OTE?
Provide details on target attainment, accelerators, payment frequency and any clawback terms.
What are the key KPIs and how often are they reviewed?
Candidates want to understand performance measures (e.g. revenue, margin, pipeline) and review cadence.
Which CRM and sales tools are used?
Knowing the tech stack (CRM, order systems, reporting) helps candidates assess how they’ll manage pipeline and reporting.
Is remote or flexible working available?
Clarity on home working, office expectations and field hours helps candidates decide whether to apply.
Where to post a Regional Sales Manager job
This role suits a mix of broad and specialist distribution. Use national UK job boards and LinkedIn to reach experienced sales leaders, and complement them with sector-specific boards, trade publications or professional networks that cover your industry. For field roles, regional advertising and local business networks can attract candidates with local market knowledge; consider targeted outreach to sales communities and recruitment partners for senior hires.
Related sales & business development job descriptions
Recruiting for a slightly different role? These templates may be a closer fit.
Regional Sales Manager job description FAQs
Do I need a degree to hire a Regional Sales Manager?
No — many successful candidates do not hold a degree. Focus on demonstrable sales leadership, quota attainment and relevant sector experience rather than academic qualifications alone.
What should I include in the advert to attract strong applicants?
Include the territory, team size, travel expectations, commission/OTE structure, key KPIs and examples of recent business priorities to give clarity and attract suitably experienced candidates.
How long does it typically take to fill this role?
Time-to-hire varies by seniority and sector. Expect a process of several weeks to a few months for senior or specialised roles; using targeted advertising or specialist agencies can shorten this.
What checks should I do before hiring?
Carry out right-to-work checks, take employment references for previous sales leadership roles, and verify any stated sales achievements. Consider reasonable background checks where relevant to the role.
Ready to recruit a Regional Sales Manager?
Customise this template with your region, targets and compensation details, then publish to the most relevant channels. If you need help refining the advert or distributing it across boards, consider engaging a specialist recruiter or multi-board posting service.
