Relaxo Footwears - Area Sales Manager

Purpose of the Position (Job Summary) :

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 :

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)

- 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 (ie, 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 regions demands

- Exception approvals Authorize and allocate transit damage rebates and credits effectively and within Company guidelines in order to maintain a positive relationship with distributors and maximize profitability Report any exceptions to the Regional Manager

- Market metrics Track distributor order fulfillment of demand generated from Retailers by the field force

- Competitor bench marking 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 on-boarding 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 months 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

- 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

- Reviews Conduct and attend timely reviews as per sales governance model

- Documentation from distributors Collect no pending issue letter from distributors on quarterly basis