Regional Sales Manager

3 weeks ago

New Delhi, India Relaxo Full time

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

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