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 opportunities & 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
Experience : For M.B.A. (3-5 year of sales experience), For Graduate (6-8 years of sales experience)
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