Role Definition The Senior Manager – International Business Acquisition
is responsible for driving new business growth in international markets by acquiring customers, developing strategic accounts, and converting design capability into profitable global orders. This role exists to build a strong international customer pipeline, establish organization as a credible global furniture partner, and ensure a steady flow of qualified, margin-positive export business, aligned with the company’s design, manufacturing, and delivery capabilities.
Role Deliverables
- Acquisition of new international customers and accounts
- Consistent pipeline of qualified and conversion-ready export leads
- Conversion of enquiries and samples into confirmed export orders
- Growth in international revenue
- Strong brand presence and credibility in target global markets
- Seamless coordination between customers, design, merchandising, and plant operations
Task and Activities: International Market Development & Strategy
- Identifies and prioritizes target international markets, geographies, and customer segments aligned with product, design, and capacity strengths.
- Conducts ongoing market research to understand buyer preferences, price benchmarks, competitor positioning, and emerging trends in global furniture markets.
- Develops country-wise and account-wise acquisition plans with clear revenue and pipeline targets.
- Aligns international business strategy with internal capabilities, capacity plans, and longterm growth objectives.
New Customer Acquisition & Lead Generation
- Actively sources new international customers through trade fairs, exhibitions, buying houses, agents, digital platforms, and direct outreach.
- Builds and maintains a strong pipeline of buyers. Conducts regular customer outreach through emails, calls, virtual meetings, and in-person meetings during international travel.
- Qualifies leads based on business potential, design alignment, volume viability, and payment credibility before deep engagement.
Customer Engagement & Conversion
- Ensures timely, professional, and structured responses to all international buyer queries during acquisition and conversion stages to build credibility and trust.
- Maintains clear and consistent communication with prospective buyers on timelines, capabilities, sampling progress, and next steps.
- Develops a deep understanding of buyer requirements related to design, materials, finishes, price points, volumes, compliance, and delivery expectations.
- Coordinates with design and sampling teams to create customized proposals, collections, and presentations aligned with buyer expectations.
- Proactively manages early-stage escalations during sampling, costing, or negotiation to protect buyer confidence. Ensures commitments made to buyers on quality standards, inspection readiness, lead times, and compliance are realistic and aligned with internal capabilities.
- Leads commercial negotiations on pricing, MOQs, timelines, and terms, ensuring all deals are margin-positive and commercially viable.
- Converts confirmed opportunities into orders through a structured and complete handover to merchandising and operations teams.
Account Development & Relationship Building
- Builds long-term relationships with newly acquired international customers to encourage repeat business and account growth.
- Tracks customer satisfaction, repeat order cycles, and expansion opportunities within existing accounts.
- Works with merchandising and design teams to position new collections and upsell opportunities to newly acquired buyers.
Cross-Functional Collaboration
- Works closely with design, sampling, merchandising, PPC, and plant teams to ensure customer commitments are realistic and deliverable.
- Aligns customer expectations with internal timelines, capacity, and cost structures.
- Supports smooth transition from acquisition to execution by ensuring complete and accurate handover of customer requirements.
- Collaborates with finance and logistics teams on payment terms, incoterms, and shipping feasibility during negotiations.
Success Metrics
- No. of Qualified International Enquiries generated through fairs, referrals, agents, digital outreach- 100
- 30% or more of qualified leads progressing to active discussions / sampling stage.
- 50 or more % of approved samples converting into confirmed first orders
- Revenue contribution from new buyers - Achievement of revenue targets from assigned accounts- >=2 cr in 1calendar year
- Repeat business percentage from newly acquired customers- 40%
