Regional Sales Manager

Location: Sabarmati

Regional Sales Manager — Retail (Shop-in-Shop)
Bul Bul | 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 Bul Bul
Bul Bul 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, Bul Bul operates across D2C e-commerce (), 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 Bul Bul'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 Responsibilities
1. 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 Bul Bul SiS placement
Assess each prospect on footfall quality, catchment demographics, existing brand portfolio, floor space, and alignment with Bul Bul'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 Bul Bul 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…