Experience: 15-18 Years in Channel Sales, Market expansion, GTM strategy

Preferred previous role: Zonal Head / GTM Development Head / Regional Sales Leader

Background: Wires and Cables, FMEG, FMCG, Building Materials (Paints, Adhesives, Cement etc)

Roles and Responsibilities:

Distribution Expansion:

- Identify untapped micro markets with low/no retail penetration for expansion

- Define objectives for each micro market based on retailer activation, throughput and consistency, aligned with Zonal & State Heads

- Drive Distributor Appointment Plans using viability-based methodology where existing network is insufficient

Existing Channel Extraction & Optimization:

- Conduct business and financial health assessment of distributors to ensure sustainability and growth readiness

- Guide portfolio balancing at distributor level to ensure growth across product segments

- Highlight and address needs for stock alignment, territory demarcation or distributor replacement where required

- Lead manpower planning and coverage optimization to maximize salesforce revenue productivity

Weak Market Growth Acceleration:

- Identify and classify weak markets based on business performance, retailer churn and throughput

- Benchmark compete policies and channel practices to guide corrective levers

- Recommend policy realignment (margins, credit) where required

- Define product portfolio fitment strategy for specific micro markets

- Build corrective distribution and manpower expansion plans for high-priority weak markets

- Loyalty & Engagement Programs (Leadership of Engagement & Activation Function)

- Provide strategic direction for Dosti, Udaan, Key Retail Outlet and Quarterly Schemes to maximize influencer & retailer engagement

- Govern spends vs. revenue contribution from loyalty and reactivation initiatives

- Ensure timely rewards disbursement, program transparency and communication cadence

- Ensure scale-up and performance governance of Market Development / Influencer Engagement teams (BDEs/MDMs)

- Monitor Nukkad cadence effectiveness, including demos, sampling and product conversation outcomes

Reactivation & Retention Strategy:

- Lead initiatives to reduce retailer and electrician attrition

- Oversee re-activation plans, including spend allocation and field targeting

- Ensure structured tracking and closure via ASM - SE - MDM/BDE workflow

- KPIs and metrics for performance monitoring

- Whitespace activation - target v/s achievement

- No. of retailers activated, and throughput + consistency achieved

- New distributors appointed (and sustained) - target v/s achievement

- Manpower effectiveness - Coverage, secondary sales as per the d. leverage benchmark

- Growth in weak markets - Business contribution increase, retailers activated

- Growth in secondary and tertiary scans, and visibility as % of primary

- Loyalty program qualifiers and upgrades - Target v/s achievement

- IB Lead conversion funnel - Increase in lead generation and % lead conversion

- Increase in Nukkad effectiveness - % consistent users of RR, Increase in throughput of users

- Dropped retailer and electrician re-activation, consistency, throughput - Target v/s achievement