Sales Manager Apparels

Department: Sales and Distribution

Work Location: Corporate Office

Travel Required: Yes(50%)

Reporting to: Founder

Functional: Regional Manager Category Head

Educational Qualification: Graduate and MBA in Sales/ Marketing

Experience: 8 12 years

Any additional requirement:

Purpose of the Position (Job Summary)

The purpose of this position is to drive sales by placing the brands in Modern Retail like Shoppers Stop, Reliance Trends and other reginal formats 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
• Modern & 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

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

Behavioral

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

Key Result Areas

Quantitative

• % 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

Qualitative

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

Key Stakeholder Management Internal

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

External

• Distributors
• Retailers