Mamaearth - Senior Manager - Regional Sales Excellence

Key Responsibilities:

1. Regional Sales Strategy & Performance Management:

• Regional Sales Planning: Develop and drive regional sales excellence plans aligned with business objectives, growth targets, and annual operating plans.
• Performance Governance: Establish structured review mechanisms for regional sales performance across territories, channels, distributors, and product categories.
• Target & Productivity Management: Analyze achievement versus targets and identify gaps across regions, territories, and sales teams to improve overall productivity.
• Sales Review Cadence: Lead weekly, monthly, and quarterly performance reviews with RSMs, ASMs, and regional leadership to ensure timely corrective actions.

2. Sales Analytics & Business Intelligence:

• Data-Led Decision Making: Leverage sales data, market intelligence, distributor information, and SFA/DMS reports to identify growth opportunities and execution gaps.
• Performance Dashboards: Develop and maintain dashboards covering sales achievement, distribution, productivity, SKU performance, outlet coverage, and other critical business metrics.
• Trend & Gap Analysis: Identify territory-level trends, underperforming markets, distribution gaps, and emerging opportunities through detailed sales analytics.
• Actionable Insights: Translate business data into clear recommendations for regional sales teams and leadership to improve execution and commercial outcomes.

3. Sales Process & Execution Excellence:

• Process Standardization: Establish standardized sales processes, operating rhythms, review formats, and execution frameworks across the region.
• Beat & Coverage Optimization: Evaluate beat plans, outlet coverage, call productivity, and sales-force deployment to improve market coverage and effectiveness.
• SFA/DMS Adoption: Drive effective adoption and utilization of sales-force automation and distributor management systems to improve data accuracy and field visibility.
• Execution Audits: Conduct periodic audits of sales processes and market execution to identify deviations and implement corrective measures.

4. Capability Building & Sales Force Effectiveness:

• Team Capability Development: Identify capability gaps among RSMs, ASMs, and frontline sales teams and develop structured interventions to address them.
• Training Programs: Design and facilitate training on sales planning, analytical tools, performance management, distributor management, and execution excellence.
• Coaching & Field Effectiveness: Work with regional leaders to strengthen field coaching practices and improve sales-team productivity.
• Best Practice Sharing: Identify successful practices across territories and replicate them across the wider region.

5. Commercial & Distributor Excellence:

• Distributor Performance: Partner with regional sales teams to evaluate distributor productivity, inventory health, service levels, and business performance.
• Sales & Stock Planning: Collaborate with supply chain and sales operations teams to improve demand visibility, stock availability, and replenishment efficiency.
• Commercial Analysis: Monitor trade schemes, discounts, incentives, and regional investments to assess effectiveness and support better commercial decisions.
• Opportunity Identification: Highlight potential growth territories, channel opportunities, and distribution expansion areas to regional leadership.

6. Cross-Functional Business Collaboration:

• Trade Marketing Partnership: Collaborate with Trade Marketing to evaluate regional activations, promotions, visibility initiatives, and campaign effectiveness.
• Supply Chain Coordination: Work closely with Supply Chain to address stock availability, forecasting, replenishment, and service-level challenges.
• Finance Collaboration: Partner with Finance on sales performance, commercial investments, budgets, and profitability analysis.
• Leadership Reporting: Provide senior management with regular business insights, performance summaries, and strategic recommendations.

Key Performance Indicators (KPIs):

• Regional Sales Growth: Achievement of revenue and volume growth targets across assigned territories.
• Sales Force Productivity: Improvement in frontline productivity, call efficiency, productive outlets, and field-force effectiveness.
• Distribution & Coverage: Growth in numeric distribution, outlet coverage, SKU penetration, and territory productivity.
• Forecast & Planning Accuracy: Improvement in sales forecasting, demand planning, and inventory visibility.
• Process Compliance: Adoption and compliance with standardized sales processes, review mechanisms, and SFA/DMS practices.
• Commercial Effectiveness: Improved efficiency of regional schemes, incentives, and trade investments.
• Capability Improvement: Measurable improvement in sales-team capability and execution quality.

Qualifications & Experience Required:

• Education: MBA / Master's Degree in Marketing, Sales, Business Administration, or a related discipline from a recognized institute.
• Experience: 9 - 10 years of experience in Sales Excellence, Sales Operations, Sales Strategy, Commercial Excellence, or Regional Sales Management, preferably within FMCG / Beauty & Personal Care.
• FMCG Expertise: Strong understanding of General Trade, distributor management, frontline sales operations, territory management, and regional sales planning.
• Analytical Acumen: Strong proficiency in Excel, Power BI, SFA/DMS platforms, and sales analytics.
• Stakeholder Management: Ability to work effectively with RSMs, ASMs, Trade Marketing, Supply Chain, Finance, and senior business leadership.
• Leadership Skills: Strong ability to influence regional teams, drive process adoption, and convert analytical insights into business actions.