Regional Sales Manager

BulBul · India

Regional Sales Manager — Retail (Shop-in-Shop)BulBul | A Venture of Bubble Bee Export House

Location: North India (Field-based; base city — Delhi NCR or Lucknow) Territory: Uttar Pradesh, Delhi NCR, Haryana, Punjab, Jammu & Kashmir, Bihar, and other North & East India states as assigned Reports to: Founder Employment Type: Full-time Experience Required: 5–10 years in retail sales & distribution (women's ethnic wear / fashion / lifestyle strongly preferred)

About BulBul

BulBul is a mass premium Indian ethnic wear lifestyle brand known for timeless designs crafted in premium fabrics — pure muslin, chanderi, and cotton with cotton mul lining. A venture of Bubble Bee Export House, with manufacturing operations in Ahmedabad, Gujarat, BulBul operates across D2C e-commerce (bulbulfashions.com), B2B wholesale (500+ retail partners), and a growing network of Shop-in-Shop retail partnerships across India.

We are aggressively expanding our Shop-in-Shop (SiS) retail presence across North and East India and are looking for a Regional Sales Manager to build and own this channel end-to-end.

Role Summary

This is a leadership role with full P&L ownership for BulBul's Shop-in-Shop retail channel across North and East India.

You are not inheriting a running machine. You are building one. Your first set of SiS retail partnerships are being operationalized in Uttar Pradesh. Your job is to make these stores profitable, prove the model, and then replicate it across Delhi NCR, Haryana, Punjab, Jammu & Kashmir, Bihar, and beyond.

As the territory grows, you will hire and manage Area Sales Managers under you, each owning a cluster of states. Until then, you are the ASM, the trainer, the VM auditor, and the closer — all rolled into one.

This role demands someone who can operate at two levels simultaneously: strategic enough to plan a multi-state retail rollout, and scrappy enough to personally fix a display rack in a Lucknow store on a Tuesday evening.

Key Responsibilities1. Regional SiS Expansion — New Store Acquisition

• Develop and execute a state-by-state SiS expansion plan across the assigned territory, with quarterly store sign-up targets
• Identify, evaluate, and pitch potential retail partners — multi-brand outlets (MBOs), ethnic wear specialty stores, regional department stores, and large format retailers — for BulBul SiS placement
• Assess each prospect on footfall quality, catchment demographics, existing brand portfolio, floor space, and alignment with BulBul's mass premium positioning
• Negotiate commercial terms — margin structures, display space allocation, VM placement, payment terms, and exclusivity clauses — within HQ-approved guidelines
• Manage the end-to-end onboarding process: prospecting → pitch → commercial negotiation → agreement signing → fixture & VM setup → stock placement → sales staff deployment → store launch
• Build and maintain a healthy prospecting pipeline with clear status tracking and weekly reporting to HQ
• Leverage existing agent networks, local trade contacts, and industry connections to accelerate partner acquisition
• Attend relevant regional trade exhibitions, fashion expos, and retail meets for partner sourcing and brand visibility

2. Existing Store Performance & Revenue Ownership

• Own the monthly and quarterly revenue targets across all live SiS stores in the territory
• Monitor store-level sell-through rates, ASP (Average Selling Price), conversion, and return rates — intervene with corrective action when stores underperform
• Conduct regular store visits — personally for key stores, through ASMs for the rest — to audit sales, stock, VM compliance, and customer experience
• Analyse sell-through data to identify fast movers, slow SKUs, regional preferences, and stock gaps; coordinate with HQ on replenishment, assortment adjustments, and seasonal planning
• Build strong relationships with store owners and key decision-makers to ensure BulBul gets priority floor placement, staff attention, and promotional participation
• Identify and execute in-store promotional opportunities tied to local festivals, wedding seasons, and regional shopping occasions
• Ensure timely collections, reconciliation, and resolution of any payment or commercial disputes with retail partners

3. Team Building — Hiring & Managing ASMs and In-Store Staff

• Hire, onboard, and manage Area Sales Managers as the territory scales — each ASM to own a defined cluster of states or cities
• Define clear KPIs and territories for each ASM; conduct weekly reviews and monthly performance assessments
• Recruit, train, and manage in-store Sales Executives / Brand Promoters at each SiS location (directly until ASMs are in place, then through ASMs)
• Build a structured training program covering BulBul's product knowledge (fabrics, fits, collections, price architecture), brand story, selling techniques, objection handling, and upselling
• Conduct monthly refresher training — in person or via video — aligned with new collection launches
• Handle performance management across the field team: coaching underperformers, recognizing top performers, managing exits when needed
• Own field team attendance, grooming standards, incentive tracking, and HR coordination with HQ
• Create a scalable onboarding process so that as new stores open, trained staff are deployment-ready without delays

4. Visual Merchandising & Brand Standards Enforcement

• Ensure every SiS location across the territory strictly adheres to BulBul's VM guidelines — fixture layout, signage, product display standards, brand collateral placement
• Personally oversee VM setup at new store launches; build a checklist-driven process for ASMs to replicate
• Conduct or delegate regular VM audits with photographic documentation; flag deviations and ensure corrective action within defined timelines
• Coordinate with HQ design/VM team for seasonal display refreshes, festive setups, and new collection launches
• Ensure all brand touchpoints — standees, shelf strips, danglers, price tags, carry bags, trial room branding — are current, undamaged, and consistent across all locations
• Maintain a regional VM asset inventory and coordinate timely dispatch of replacement materials

5. Market Intelligence, Competition & Trade Insights

• Track competitor SiS activity in the territory — which brands are entering or exiting which stores, their pricing, promotions, margin structures, and VM strategies
• Monitor regional market dynamics: local fashion preferences, fabric and color trends, price sensitivity by city tier, wedding/festive season calendars, and shopping behaviour patterns
• Identify emerging retail hotspots, new mall openings, retail cluster developments, and growth corridors that present SiS expansion opportunities
• Report structured competitive intelligence to HQ on a monthly basis — not general observations, but specific, actionable data
• Feed on-ground customer insights and retail partner feedback into HQ product development and assortment planning

6. Reporting, Budgeting & HQ Coordination

• Submit weekly reports covering: store-wise sales vs. target, new store pipeline status, team performance summary, VM audit findings, competitive activity, and key escalations
• Participate in weekly review calls with the Founder; present monthly business reviews with territory P&L analysis
• Own and manage the regional budget — travel, staffing costs, VM setup expenses, promotional spends — with accountability for ROI
• Coordinate with supply chain/logistics for stock dispatch planning, inter-store stock transfers, returns processing, and inventory reconciliation
• Coordinate with marketing/D2C team for any store-level promotional campaigns, influencer activations, or local digital marketing support
• Escalate critical issues — partner disputes, major stock shortages, team emergencies, competitive threats — promptly to the Founder with recommended solutions

What We're Looking ForMust-Have

• 5–10 years of experience in retail field sales and distribution, with at least 2–3 years managing a multi-city or multi-state territory
• Proven experience in Shop-in-Shop, MBO, or EBO channel — ideally in women's ethnic wear, fashion, or lifestyle categories
• Track record of signing new retail partners AND managing store performance — not just one or the other
• Experience hiring and managing field sales teams (ASMs, sales executives, or brand promoters)
• Strong negotiation skills with demonstrated experience in commercial deal-making with retail partners
• Willingness to travel 60-70% of the time across North and East India
• Fluent in Hindi; professional-level English for reporting and HQ communication
• Proficient in MS Excel / Google Sheets for sales tracking, reporting, and basic data analysis
• Based in Delhi NCR or a major UP city (Lucknow / Kanpur / Noida), or willing to relocate

Good-to-Have

• Existing network of MBO / retail contacts across North India — this is a massive accelerator
• Experience specifically in women's ethnic wear retail (kurtas, salwar suits, co-ord sets segment)
• Exposure to D2C brands entering offline retail — understanding the omnichannel dynamic

Compensation

• based on experience and current package
• Performance-linked incentives tied to:
• Territory revenue targets (monthly/quarterly)
• New store sign-up targets (quarterly)
• Store profitability milestones
• Travel allowance and reimbursement for field visits
• Mobile phone allowance
• Laptop provided

Growth Path

This is a ground-floor leadership role. As BulBul's SiS retail network scales, this role grows into a National Sales Head / Head of Retail position with a team of RSMs and ASMs across India. The trajectory is entirely performance-driven.

How to Apply

Send your resume with a brief note covering:

1. Retail brands you have worked with and in which channel (SiS / MBO / EBO / LFS)
2. Number of stores and states you have managed at peak
3. Largest field team size you have directly managed
4. Your current base location and CTC

Email: career@bulbulfashions.com