Position Title: Regional Sales Manager

Department: Sales and Distribution

Work Location: Regional office

Grade: M3/ M4 Travel Required: Yes(50%)

Reporting to: Administrative: Regional Manager

Reported by: ASMs

Functional: Regional Manager

Category Head

Educational Qualification: Graduate and MBA in Sales/ Marketing

Experience: 8 - 12 years

Any additional requirement:

Purpose of the Position:

The purpose of this position is to drive sales in the specific sub-region to meet AOP targets by implementing trade promotions, ensuring stock availability, distributor expansion, etc.

Key Roles and Responsibilities:

Financial:

Sales strategy:

- Design & execute sales strategies defined for each sub-category and state to ensure month-on-month achievement of sales target (value and volume).

- The RSM is responsible for overall sales in his assigned territory.

New product launches:

- Ensure revenue from sales of new products as per AOP target

Distributor expansion:

- Drive incremental revenue from distribution expansion

Customer Orientation:

Distributor calls:

- Conduct calls as per the agreed plan with each distributor.

- Review call cycle, reporting (weekly) on calls made and stock ordered for the team

Distributor management:

- Build and maintain distributor relationships to grow regional sales

Marketing:

- Work closely with distributors to develop & execute annual plan for promotions, advertising campaigns and retailer meets;

- Coordinate with the Marketing team to ensure that distributors are fully aware of and support planned promotions

Merchandising:

- Provide merchandising assistance (i.e., through point of sale material, brochures, etc.) and advice to distributors in order to maximise sales

Distributor investments:

- Ensure distributors have appropriate investments to cater to market needs (stock levels, credit, salesmen, etc.)

Complaints management:

- Resolve product issues (such as recurring faults) at distributor level, arranging credits, replacement stock as required and providing feedback to Brand Managers for recurring issues;

- Ensure timely settlement of distributor issues like pending schemes/ discounts/ reversal of debit note, etc.

Product intelligence:

- Provide support to develop products as per region's demands

Exception approvals:

- Authorise and allocate transit damage rebates and credits effectively and within Company guidelines in order to maintain a positive relationship with distributors and maximise profitability.

- Report any exceptions to the Regional Manager

Market metrics:

- Track distributor order fulfilment of demand generated from Retailers by the field force

Competitor benchmarking:

- Benchmark market/ competitor best practices through ASMs & derive actionable recommendations from the same

Distributor appointment:

- Scouting and appointing new distributors as per defined norms

Distributor onboarding:

- Ensuring distributor gets all relevant post appointment support

Distributor exclusivity:

- Ensuring adherence of exclusivity to Relaxo by designated exclusive distributors

People Orientation:

Market expansion:

- Motivate & lead ASMs & SOs to establish coverage, distribution and display objectives to meet Sales targets

Targets:

- Cascade targets for team & provide necessary support such as coaching, feedback, training & development to meet targets

Trainings:

- Provide inputs on training needs for the team to Regional Manager/ HR

Recruitment:

- Recruit and develop team members.

- Support HR in creation of a talent pipeline to ensure business continuity in case of attrition

Mentorship and supervision:

- Mentoring, coaching and supervising the work of ASMs

Internal Business Process:

Sales planning:

- Overseeing creation of monthly/ weekly/ daily distributor-wise, sub category-wise sales plan for the month

Collections:

- Track & minimize average outstanding at end of each month as a % of month's sales

Balanced billing:

- Improve sales billing phasing to reduce month end skew

Channel partner engagement:

- Drive distributor/ retailer engagement and scale up efforts to increase number of participating distributors/ retailers

Market working plan adherence:

- Ensure adherence to market working plan for self & team. Report regularly to Regional Manager

Distributor quality tracking:

- Review quality of distribution by tracking the range of articles billed out of the identified focus articles and target fulfilment

Scheme success:

- Maximizing enrolment into trade schemes

Stock availability:

- Ensure improvement in article wise stock availability

Process sanctity:

- Ensure adherence to key sales processes

Distributor-retailer mapping:

- Prepare territory-wise distributor to retailer mapping records and ensuring adherence

Sales forecasting:

- Provide inputs to Regional Manager for accurate & timely sales forecasts

Reviews:

- Conduct and attend timely reviews as per sales governance model

Documentation from distributors:

- Collect no pending issue letter from distributors on quarterly basis

Competencies:

Technical:

- Sales planning

- BTL implementation

- Distributor management/ engagement

- Product knowledge

Functional Behavioral:

- Customer Focus

- Collaboration

- Adaptability

- Result orientation

- Execution excellence

Key Result Areas:

Quantitative:

- % Target achievement on AOP for the sub-region

- % revenue contribution from NPDs

- Average outstanding at end of each month as % of month's sales

- Incremental revenue from distribution expansion

- (Billing in last 3 days/Total Billing) averaged over four quarters

- Attrition

- # of participating distributors/ retailers in promotions/ engagement programs

- % adherence to monthly market working plan (self & team)

- % Improvement in forecast accuracy

Qualitative:

- Salesforce effectiveness

- Distributor coverage expansion

- On time target cascade for team

Key Stakeholder Management:

Internal:

- Marketing/ Brand team

- NPD

- Production Planning & Logistics

- Sales Support

External:

- Distributors

- Retailers