07/01 Anjali
HR at Britannia

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Britannia - Area Sales Manager - Modern Trade (3-7 yrs)

Bangalore Job Code: 651197

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

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

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

Key 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

- Competition 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

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