Regional Sales Manager

Position Title: Regional Sales Manager

Department:

Sales and Distribution

Work Location:

Hyderabad

Grade:

M3/ M4

Travel Required:

Yes(50%)

Reporting to:

Administrative:

Regional Manager

Reported by:

ASMs

Functional:

Regional Manager

Category Head

Educational Qualification:

Graduate and MBA in Sales/ Marketing

Experience:

15 – 20 years

Any additional requirement:

Purpose of the Position (Job Summary)

The purpose of this position is to drive sales in the specific sub-region to meet AOP targets by implementing trade promotions, ensuring stock availability, distributor expansion, etc.

Key Roles and Responsibilities

Financial

• Sales strategy: Design & execute sales strategies defined for each sub-category and state to ensure month-on-month achievement of sales target (value and volume). The RSM is responsible for overall sales in his assigned territory.
• New product launches : Ensure revenue from sales of new products as per AOP target
• Distributor expansion: Drive incremental revenue from distribution expansion

Customer Orientation

• Distributor calls: Conduct calls as per the agreed plan with each distributor. Review call cycle, reporting (weekly) on calls made and stock ordered for the team
• Distributor management: Build and maintain distributor relationships to grow regional sales
• Marketing: Work closely with distributors to develop & execute annual plan for promotions, advertising campaigns and retailer meets; Coordinate with the Marketing team to ensure that distributors are fully aware of and support planned promotions
• Merchandising: Provide merchandising assistance (i.e., through point of sale material, brochures, etc.) and advice to distributors in order to maximise sales
• Distributor investments: Ensure distributors have appropriate investments to cater to market needs (stock levels, credit, salesmen, etc.)
• Complaints management: Resolve product issues (such as recurring faults) at distributor level, arranging credits, replacement stock as required and providing feedback to Brand Managers for recurring issues; Ensure timely settlement of distributor issues like pending schemes/ discounts/ reversal of debit note, etc.
• Product intelligence: Provide support to develop products as per region's demands
• Exception approvals: Authorise and allocate transit damage rebates and credits effectively and within Company guidelines in order to maintain a positive relationship with distributors and maximise profitability. Report any exceptions to the Regional Manager
• Market metrics: Track distributor order fulfilment of demand generated from Retailers by the field force
• Competitor benchmarking: Benchmark market/ competitor best practices through ASMs & derive actionable recommendations from the same
• Distributor appointment: Scouting and appointing new distributors as per defined norms
• Distributor onboarding: Ensuring distributor gets all relevant post appointment support
• Distributor exclusivity: Ensuring adherence of exclusivity to Relaxo by designated exclusive distributors

People Orientation

• Market expansion: Motivate & lead ASMs & SOs to establish coverage, distribution and display objectives to meet Sales targets
• Targets: Cascade targets for team & provide necessary support such as coaching, feedback, training & development to meet targets
• Trainings: Provide inputs on training needs for the team to Regional Manager/ HR
• Recruitment: Recruit and develop team members. Support HR in creation of a talent pipeline to ensure business continuity in case of attrition
• Mentorship and supervision: Mentoring, coaching and supervising the work of ASMs

Internal Business Process

• Sales planning: Overseeing creation of monthly/ weekly/ daily distributor-wise, sub category-wise sales plan for the month
• Collections: Track & minimize average outstanding at end of each month as a % of month's sales
• Balanced billing: Improve sales billing phasing to reduce month end skew
• Channel partner engagement: Drive distributor/ retailer engagement and scale up efforts to increase number of participating distributors/ retailers
• Market working plan adherence: Ensure adherence to market working plan for self & team. Report regularly to Regional Manager
• Distributor quality tracking: Review quality of distribution by tracking the range of articles billed out of the identified focus articles and target fulfilment
• Scheme success : Maximizing enrolment into trade schemes
• Stock availability: Ensure improvement in article wise stock availability
• Process sanctity: Ensure adherence to key sales processes
• Distributor-retailer mapping: Prepare territory-wise distributor to retailer mapping records and ensuring adherence
• Sales forecasting: Provide inputs to Regional Manager for accurate & timely sales forecasts
• Reviews: Conduct and attend timely reviews as per sales governance model
• Documentation from distributors: Collect no pending issue letter from distributors on quarterly basis

Competencies

Technical/ Functional

Behavioral

• Sales planning
• BTL implementation
• Distributor management/ engagement
• Product knowledge

• Customer Focus
• Collaboration
• Adaptability
• Result orientation
• Execution excellence

Key Result Areas

Quantitative

Qualitative

• % Target achievement on AOP for the sub-region
• % revenue contribution from NPDs
• Average outstanding at end of each month as % of month's sales
• Incremental revenue from distribution expansion
• (Billing in last 3 days/Total Billing) averaged over four quarters
• Attrition
• # of participating distributors/ retailers in promotions/ engagement programs
• % adherence to monthly market working plan (self & team)
• % Improvement in forecast accuracy

• Salesforce effectiveness
• Distributor coverage expansion
• On time target cascade for team

Key Stakeholder Management

Internal

External

• Marketing/ Brand team
• NPD
• Production Planning & Logistics
• Sales Support

• Distributors
• Retailers