Associate Vice President

AVP Sales - Generic Business

Role & responsibilities

Role Purpose

The AVP Sales & Marketing will own the topline, profitability and market share of Ind-Swift's Generic Formulations Division across India. He will lead the entire PAN India field force and distribution network, convert the product portfolio into profitable volume, and build a scalable, compliant and high-performing sales organisation.

The role combines strategic planning (portfolio, pricing, channel strategy) with hands-on execution (monthly targets, collections, stockist and distributor management, team productivity).

Key Result Areas & Responsibilities

KRA 1: Sales Revenue & Business Growth

• Achieve annual, quarterly and monthly sales targets (primary and secondary) for the Generic Division PAN India.
• Prepare the Annual Operating Plan (AOP) with zone-, state- and product-wise targets, and break it down to HQ level.
• Drive year-on-year growth ahead of the generic market growth rate.
• Expand business in under-penetrated states, new towns and new customer segments (institutions, hospitals, government tenders, PCD/franchise partners where applicable).
• Ensure even phasing of sales through the month and avoid month-end dumping.
• Track and act on monthly sales vs target, zone-wise and product-wise.

KRA 2: Distribution & Channel Management

• Build and maintain a strong network of C&F agents, super-stockists, distributors and wholesalers across all states.
• Appoint new channel partners in uncovered geographies and rationalise non-performing ones.
• Monitor stockist inventory levels, secondary sales and stock-and-sales statements every month.
• Negotiate and finalise trade schemes, margins, credit terms and channel policies within approved limits.
• Ensure timely availability of products at every level of the channel; resolve supply and stock-out issues with PPIC and Supply Chain.

KRA 3: Marketing Strategy & Portfolio Management

• Define the product mix strategy focus brands, high-margin molecules, and volume drivers.
• Identify new molecules and line extensions based on market demand; give inputs to R&D/business development for new launches.
• Plan and execute new product launches with timelines, launch targets and promotional plans.
• Design trade promotion schemes, offers and incentive programmes; evaluate their ROI.
• Conduct competitor analysis on pricing, schemes and product offerings; respond with counter strategies.
• Track market intelligence through IQVIA/AWACS data (where available) and field feedback.

KRA 4: Pricing, Profitability & Cost Control

• Recommend pricing strategy for the generic portfolio, balancing competitiveness and margins.
• Achieve targeted gross margin and contribution per product and per zone.
• Control sales and marketing expenses (travel, schemes, promotional spend, field force cost) within budget.
• Monitor sales-to-cost ratio and productivity per field employee.
• Minimise discounts, free goods and claims beyond approved norms.

KRA 5: Receivables, Credit & Collections

• Ensure timely collection of outstanding dues as per credit policy.
• Keep DSO (Days Sales Outstanding) and overdue receivables within agreed limits.
• Prevent bad debts; follow up on long-pending outstanding with distributors and legal support if needed.
• Ensure timely settlement of expiry, breakage and saleable return claims as per policy.

KRA 6: Field Force Leadership & Team Development

• Lead, guide and motivate the PAN India field force through the ZSM/RSM/ASM structure.
• Plan manpower requirements, territory structure and HQ allocation with HR; ensure vacant territories are filled quickly.
• Set clear targets and KRAs for every level, and conduct monthly/quarterly performance reviews.
• Identify training needs product knowledge, selling skills, channel management, negotiation and run training programmes with HR.
• Drive the incentive scheme for the field force and ensure it rewards performance fairly.
• Control field force attrition; build a succession pipeline for managerial roles.
• Conduct cycle meetings, zonal meetings and the annual sales conference.

KRA 7: Sales Operations, MIS & Reporting

• Ensure daily/weekly reporting discipline through the SFA/DCR system.
• Present monthly MIS to management: sales vs target, growth, product mix, outstanding, expenses, manpower status.
• Use data analytics to identify gaps by territory, product and distributor, and act on them.
• Prepare sales forecasts every month for production planning; maintain forecast accuracy.

KRA 8: Inter-Departmental Coordination

• Coordinate with Production and PPIC to align production with demand and avoid stock-outs or excess inventory.
• Work with Finance on credit control, budgets and scheme approvals.
• Work with QA/QC on market complaints and product quality feedback.
• Work with Regulatory on product registrations, labelling and new product approvals.
• Work with HR on hiring, training, performance management and field force policies.

KRA 9: Compliance, Ethics & Governance

• Ensure all sales and marketing practices comply with UCPMP (Uniform Code for Pharmaceutical Marketing Practices), Drugs & Cosmetics Act, DPCO/NPPA pricing norms and company policies.
• Ensure distributors hold valid drug licences and GST registrations.
• Ensure proper documentation of schemes, claims and expenses for audit.
• Uphold the company's code of conduct across the field force.

Preferred candidate profile

Designation - Associate Vice-President (AVP) Sales & Marketing

Company - Ind-Swift Laboratories Limited

Business - Formulations

Division - Generic

Area of Operation - PAN India

Base Location - Head Office, Chandigarh (extensive travel across India)

Reports To - Managing Director / CEO (to be confirmed)

Direct Reports - Zonal Sales Managers (ZSMs) / Regional Sales Managers (RSMs), Product / Marketing Manager, Sales Admin & MIS

Team Under Him Entire PAN India generic field force ZSMs, RSMs, Area Sales Managers (ASMs) and Sales Officers / Field Executives

Key Interfaces - Production / Supply Chain, PPIC, Finance & Accounts, QA/QC, Regulatory, HR, Distribution partners

Experience - Minimum 15 years of experience in the generic pharma business, including leading a PAN India field force

Qualification - B.Pharm / B.Sc. (Science graduate); MBA (Marketing) preferred