Merino - Deputy General Manager - Sales Excellence

Role Objective.

- Develop and lead initiatives to improve sales force effectiveness and efficiency with use of digital tools; Ensure design, implementation and adherence to best in-class sales practices and operating procedures.

- Drive and outline policies for distributor architecture, selection, engagement and assessment.

- Create and maintain database of relevant outlets, Drive and outline policies for key outlet identification, and engagement.

- Create and maintain database of influencers like AIDs; Track key metrics including leads generated, share of wallet etc.

; Provide analytical support for development and implementation of influencer engagement initiatives like loyalty programs.

- Create and maintain database of key B2B players/ Projects stakeholders, Handle lead management and track key metrics including lead conversion, potential revenue, share of wallet; Provide analytical support for development and implementation of business development initiatives.

- Drive sales force training initiatives to ensure sales force capability build; Design training content basis skill gap and ensure delivery of workshop in coordination with L&D team; Outline job responsibilities and profile requirements for salesforce in conjunction with sales leadership.

- Take end to end ownership of design, training, roll out and maintenance of digital tools and initiatives like CRM, SFA, DMS.

- Support development and digitization of demand planning process & methodology.

- Oversee preparation, consolidation, and reporting of key performance dashboards and proactively identify deviations and key areas of improvement.

Process Excellence.

Distributor architecture and policy.

- Ensure distributor architecture optimization in terms of number of distributors, and brands carried.

- Outline selection criteria for onboarding distributors in terms of size, financial strength, and experience.

- Develop and improve distributor engagement initiatives; Ensure exclusivity of distributors.

- Create and update distributor manual detailing principle for distributor architecture, selection, engagement, and assessment.

Outlet Universe and Engagement.

- Create a national database of relevant outlets; Regular refresh and update the database; Evaluate and baseline current outlets in terms of key metrics like visibility etc.

- Identify and refresh list of key outlets, Baseline current key outlets using metrics such as signage, instore branding etc.

- Be the custodian and define norms for read/ write access on the outlet and distributor database.

- Design and implement engagement programs for outlet to maximize reach and enhance sales.

- Leverage retail database to tag retailers to distributors and help increase their coverage.

- Conceptualize and execute trade promotions, trade schemes, activation programs to improve brand visibility, presence and sales.

Influencer Management.

- Create a national database of key influencers like AIDs; Refresh and update the database regularly.

Job Responsibilities (Continued).

- Evaluate and baseline current key influencers in terms of key metrics like leads generated etc.

- Provide analytical support for design and implementation of engagement programs for influencers like loyalty programs.

B2B/ Projects Management.

- Create and maintain national database of key B2B/ Projects stakeholders like OEMs, Contractors etc.

; Refresh and update the database regularly.

- Evaluate and baseline current OEM and projects players in terms of key metrics like potential revenue etc.

- Handle lead management and track key metrics for B2B/ project stakeholders like lead conversion, share of wallet etc.

- Provide analytical support for conceptualization and execution business development programs for key B2B/ Projects stakeholders.

Training, Capability build, Hiring Support.

- Create manuals and training content to ensure capability build of sales teams.

- Ensure delivery of training workshop in coordination with L&D Team, Support induction of new joinees.

- Design and ensure implementation of initiatives to improve SO metrics like conversion, productivity.

- Outline job responsibilities and profile requirements for the sales force in conjunction with paneled products sales head and zonal sales heads.

- Drive communication of KPIs and responsibilities to the workforce; Ensure role clarity.

Summarize and report forecasts/ financial performance.

- Oversee consolidation of MIS reports and support business controllers in monitoring of financial performance against budget on a periodic basis.

- Highlight deviations/ unsatisfactory performance and support issue resolution.

- Oversee the preparation and sharing of MIS packs with senior management in order to assist decision making.

- Monitor and report on important changes in sales forecasts, budgets, and business strategies.

- Present pricing analysis at a monthly strategy meeting, with insights, trends, and suggestions.

Customer Centricity.

Demand planning.

- Ensure digitization of demand planning model; Propose and ensure implementation of solutions to improve demand forecast accuracy.

- Utilize a collaborative and consensus approach by working with Sales, Marketing and sales finance controllers to obtain and ensure that current and accurate information is used for demand plan.

People.

Ensure people development.

- Guide and monitor performance of direct reports, providing timely feedback.

- Support the identification of training and development.

- Determine and communicate staffing needs to HR, interview candidates as necessary.

Digital First.

Sales IT Tools.

- Take End-to-end ownership of design and roll out of digital initiatives including successful execution, maximum adoption and training of Sales Officer apps.

- Serve as system administrator for SFA, DMS.

CRM and other digital tools.

- Ensure training to all stakeholders to improve IT capability.

- Identify opportunities and implement initiatives to improve current sales IT capabilities.

- Track and monitor KPIs, Report any deviations from plan; Support prompt resolution.

Demand Planning Models.

- Drive design and digitalization of demand forecast models.

- Ensure maintenance of demand planning system and software.

- Monitor trends in forecast error.

- Identify and analyze relevant market-related data and competitive intelligence.

Desired Position Qualification.

- 12-15 years of total working experience, ideally in field Sales.

- 5+ years in sales excellence leadership roles with a large multi-product/ BU Company.

- Ideally experience setting up, developing and leading a sales excellence team.

- Strong leadership and communication skills; Ability to multi-task, coordinate with multiple stakeholders.

- Advanced statistical skills and knowledge.

- Excellent written and verbal communication skills.