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About the Role

The Regional Sales Manager is responsible for leading, coaching, and managing a team of Account Managers to achieve sustainable sales growth, improve field execution, strengthen customer engagement, and meet regional sales targets. This is a hands-on commercial leadership role requiring strong direct sales experience, field coaching, territory planning, forecasting, and people leadership.

Responsibilities

Lead and manage a team of Account Managers across a defined region.
Deliver regional sales targets through structured and disciplined field execution.
Set clear expectations for sales activity, territory performance, and customer engagement.
Build a performance-focused culture that balances accountability, engagement, and professional development.
Ensure each Account Manager understands their territory priorities, sales targets, and key growth opportunities.
Maintain a strong field presence and actively support the team in customer-facing situations.
Take ownership of regional sales performance and achievement of agreed revenue targets.
Develop practical action plans to accelerate growth across existing and developing territories.
Identify opportunities to grow existing accounts, improve customer retention, and acquire new business.
Monitor performance against target and intervene early where sales gaps emerge.
Work with individual Account Managers to develop recovery plans for territories that are behind target.
Conduct regular field coaching with Account Managers.
Support the team with customer call planning and preparation.
Coach representatives in objection handling, product positioning, competitive positioning, negotiation, pricing discussions, follow-up discipline, and closing sales opportunities.
Observe customer interactions and provide clear, practical feedback.
Identify individual development needs and create structured coaching plans.
Build the commercial confidence and capability of the sales team.
Share best practice across territories and encourage consistent execution standards.
Translate regional sales targets into clear territory-level plans.
Ensure Account Managers maintain structured territory plans aligned with regional priorities.
Support appropriate customer segmentation, account prioritisation, and call-cycle planning.
Identify growth opportunities and risks across territories.
Ensure appropriate focus is placed on high-value, high-potential, and strategically important accounts.
Review territory plans regularly and adjust activity based on performance and changing market conditions.
Support Account Managers to balance existing customer growth with new customer acquisition.
Maintain an accurate regional sales forecast.
Review expected revenue by territory and key account.
Analyse pipeline strength, customer ordering patterns, and order cadence.
Identify risks to target achievement early.
Develop clear recovery plans where forecasts indicate performance gaps.
Hold Account Managers accountable for the quality and accuracy of their forecasts.
Provide leadership with clear visibility of regional opportunities, risks, and expected outcomes.
Ensure forecasting reflects realistic customer behaviour and known market conditions.
Build and maintain strong relationships with strategically important customers.
Support Account Managers in developing high-value and high-potential accounts.
Engage directly with clinics, doctors, nurses, and other relevant stakeholders where required.
Support complex customer negotiations and commercial discussions.
Assist Account Managers in influencing customer purchasing behaviour and increasing account value.
Support customer retention strategies and identify opportunities to increase share of account.
Participate in key customer meetings where Regional Sales Manager involvement can materially improve commercial outcomes.
Ensure sales activity operates within approved pricing structures and commercial guidelines.
Maintain strong discipline around promotional activity, pricing, and commercial governance.
Support Account Managers in navigating pricing discussions and negotiations.
Ensure discounts, offers, and commercial decisions are consistent with business expectations.
Maintain focus on commercial return and appropriate use of promotional investment.
Reinforce appropriate ROI thinking across the sales team.
Escalate material pricing or commercial risks to leadership where appropriate.
Establish clear performance expectations for each Account Manager.
Monitor sales results, customer activity, and field execution.
Identify underperformance early and address issues directly.
Provide structured coaching and support to improve performance.
Develop practical performance improvement plans where required.
Recognise strong performance and reinforce behaviours that contribute to commercial success.
Ensure consistent follow-through on agreed actions and commitments.
Work closely with Marketing to support effective implementation of brand strategies and campaigns.
Partner with Clinical Education and Training teams to align educational activities with commercial priorities.
Collaborate with Finance and Operations on forecasting, pricing, stock considerations, and commercial requirements.
Work effectively with Customer Service to resolve customer issues and improve customer experience.
Partner with leadership on regional priorities, business planning, and performance reviews.
Ensure field execution remains aligned with broader company objectives.
Translate national sales priorities into clear regional actions.
Balance longer-term regional planning with effective day-to-day execution.
Ensure sales activity is purposeful and directly connected to commercial outcomes.
Identify changing market conditions and adjust regional plans accordingly.
Maintain focus on activities most likely to improve customer conversion and sales performance.
Support execution of new product launches and growth initiatives within the region.
Communicate business priorities clearly to the team.
Provide regular feedback, direction, and performance updates.
Lead sensitive or challenging performance conversations professionally.
Build trust within the team while maintaining appropriate accountability.
Communicate changes effectively and support the team through periods of business transition.
Represent the organisation professionally with customers and internal stakeholders.
Maintain a constructive, engaged, and commercially focused team culture.

Requirements

Proven experience managing and leading a direct sales team.
Strong track record of delivering sales growth and achieving targets.
Strong field coaching capability with evidence of improving representative performance.
Experience in territory planning, account prioritisation, and forecasting.
Ability to identify sales risks and implement practical recovery plans.
Ability to support Account Managers in converting sales activity into orders and revenue.
Strong customer relationship and key account management capability.
Commercial discipline across pricing, promotions, and ROI.
Strong leadership, communication, and change management capability.
Ability to operate effectively in a fast-paced, growth-focused business environment.
Previous experience leading a field-based sales team.
Experience in aesthetics, injectables, medical devices, pharmaceuticals, healthcare, or a related clinical/commercial environment.
Strong understanding of clinic-based selling and customer conversion.
Experience launching or growing products in highly competitive markets.
Experience managing both established and developing territories.
Experience coaching representatives through objections, pricing discussions, and competitive positioning.
Demonstrated ability to improve team engagement, capability, and sales confidence.
Manage a team of Account Managers across a defined region.
Deliver regional sales targets through structured field execution.
Coach Account Managers in customer-facing sales situations.
Analyse territory performance and identify growth opportunities.
Develop practical action plans to close sales gaps.
Accurately forecast expected revenue by account and territory.
Support customer retention and new business growth.
Lead the team in a way that builds confidence, accountability, and commercial focus.

Skills

Sales leadership
Commercial acumen
People management
Field coaching
Territory and account planning
Forecasting and pipeline management
Negotiation and influencing
Analytical and problem-solving
Communication and stakeholder management
Performance management
Customer conversion and account growth
Prioritisation
Accountability and follow-through
Commercial drive
Hands-on and field focused
Results orientation
Collaboration
Resilience
Decisiveness
Coaching
Building trust
Customer focus
Data driven
Proactive risk and opportunity identification
Balancing strategy with practical execution