Britannia - Area Sales Manager - Modern Trade - IIM/XLRI/FMS

Job Title : Area Sales Manager - MT

Function : Sales

Department : Channels - MT

Location : Delhi

Job Purpose :

This position is expected to lead the sales system and execution of Britannia in Modern Trade channel. This position is critical to drive S&D efficiencies, sales systems, build & drive merchandising capabilities, and engagement with MT customers. All this lead to build imagery for the brand Britannia through superlative in-store execution

Purpose of the Role :

Deliver the sales objectives of volume, value, market share and in-store execution; and does the customer facing role for Britannia in the region

This role will work with cross functional team of MT (KAMs, Customer Marketing, Supply Chain and Commercial).

Ensure delivery of the channel plans at the store level, ensure merchandising (basis norms), drive field efficiencies, and ensure a robust engagement & relationship matrix with MT customers (inc distributors) at a region level.

This is a leadership role where the incumbent not only lead the team but also lead the region, and build Britannia imagery in MT

Reporting To : Head - Modern Trade

Number of positions reporting to the role : 4 to 6

Position Titles of direct reportees : PSM, TSI, TSOs.Also, the merchandising team

Job Responsibilities :

Define monthly and quarterly plans to drive volume, value, market share and activations in the region :

- Firm up sales development plan to drive month and quarter priorities of the channel/region

- Manage order generation through customers and order execution. Led by field team, and closer working with supply chain and KAM

- Plan and Execute brand activation / channel activations at store level by working closely with KAM, CMM, Customer team

- Manage supplies for indirect parties (supplied by distributor)

- Detailed data analysis of Nielsen, Internal Sales, Customer Offtake and activation to understand the gap and opportunitie & build plans basis that

Drive Merchandising, and in-store execution :

- Manage the merchandising agency and team

- Responsible to ensure execution of merchandising KPIs eg attedance, beat adherance, share of shelf (SOS), availability, promo execution, asset execution & management etc

- Continuous team engagement to ensure high retention in merchandiser & promoters

- Train team to deliver differentiated and innovative displays in the store

Drive field efficiencies :

- Brand level distribution, Range Selling (unique lines), Dairy distribution, FoB (frequency of billing), TLSD, SAMT Growths & TLSD (stand alone modern trade), focus brands availability, in-store execution (promo, visibility elements, activation KPIs), secondary fill rate

End to end Customer wiring leading to superlative in-store execution:

- Lead the SAMT (stand alone modern trade) and regional chain planning

- Involves TOT planning & adherence, Business planning, Market share deliverables

- Be the face of britannia for all accounts at a regional level. Drive engagement and busines through regular reviews

- Establish and run relationship matrix between field team and customer store team, through regular visits (basis norms), reviews and business planning

- Competitiion understanding through customer discussions and field visits

- Bring out opportunities and gaps for the larger team (esp KAM) to work upon

Commercial Management :

- Ensure commercial adherence in promo execution from distributors and pricing check at store

- Claim management from distributor to commercial team; and system through portal

- Review and Reporting: Collate data and prepare reports to track various parameters e.g. Sales Efficiency, Sales Achievement and Champion's Scorecard and discuss with the Team.

New Product Management :

- Work closely with KAM, CMM, Supply chain to understand the channel priorities on new launches/ channel specific plan

- Robust plan to roll out GTM (go to market) strategy, superlative execution in terms of distribution and basic field efficiencies

- Regular review and progress tracking with team

Job Scope :

Internal Interactions (Within the Organization) : National Head Modern Trade & Alternate Channels, RSM, Area Heads -Modern Trade, Key Account Manager (KAM), Supply chain - MT & region, Commercial team - MT, Customer marketing manager (CMM)

External Interactions (Outside the Organization): Regional Category Heads / Managers of Retail Chains, Store managers/Cluster Managers, Purchase Heads - Commercial Managers, DC team of customers

Job Requirements :

Educational Qualification : MBA (Specialization in Sales & Marketing) from a Premier B School / Graduate

Preferred Total Experience : 3 - 4 years (with experience in modern trade sales) if from a Prem B School, 5-7 years years if otherwise