Regional Sales Manager

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 (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

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/ Functional

Behavioral

• Sales planning
• BTL implementation
• Distributor management/ engagement
• Product knowledge

• Customer Focus
• Collaboration
• Adaptability
• Result orientation
• Execution excellence

Key Result Areas

Quantitative

Qualitative

• % 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

• Salesforce effectiveness
• Distributor coverage expansion
• On time target cascade for team

Key Stakeholder Management

Internal

External

• Marketing/ Brand team
• NPD
• Production Planning & Logistics
• Sales Support

• Distributors
• Retailers