Area Sales Manager - Retail/FMCG/FMCD

• Position Title: Area Sales Manager
• Department: Sales Work Location:
• Grade: M1/M2
• Travel Required: Yes
• Reporting to: Administrative: Regional Manager (RM) Reported by: Sales Officer / Sales Representative (SO / SR)
• Functional: Regional Sales Manager (RSM)
• Educational Qualification: Graduate ( MBA Preferred)
• Experience: 5-10 years of experience in Sales with exposure to Retail Sales and Distribution management in Footwear, FMCG or FMCD industry.
• Any additional requirement:
• Purpose of the Position (Job Summary)

• To achieve the sales target in the assigned territory by selling existing and new products & developing the territory with sustained growth

Key Roles and Responsibilities

Financial - Sales planning: Translating the annual sales plan into quarterly, monthly, weekly and daily operational plans and developing sales targets (volume and value) for each sub-category of products for distributors in his area (to be done in consultation with the Regional Sales Manager)

• Distributor management: Managing distributors to ensure primary sales plan is achieved as per defined category wise sales plan
• Collections: Ensure timely clearance of outstanding payments from distributors

Customer Orientation - Product launches: Positioning new product line/brand/SKU in the assigned sales zone/markets by direct interaction with key retailers and through SOs

• Product feedback: Collecting and synthesizing feedback on Relaxo's product portfolio in the context of competitor products and providing appropriate recommendations
• Secondary feedback: Capturing feedback of retailers on secondary scheme, NPD and distribution
• Distributor appointment: Scouting and appointing new distributors as per defined norms
• Distributor onboarding: Ensuring distributor gets all relevant post appointment support
• Distributor account management: Being the point of contact for distributors; monitoring product movement at distributors by taking weekly updates from SOs of stock and credit limits
• Complaints management: Resolving complaints of channel partners inc. issues related to returns

People Orientation - Effective leadership: Defining daily tasks (Target, Focus / NPD article, Scheme Comm. Etc.) for each Sales Officer

• Mentorship and supervision: Mentoring, coaching and supervising company SOs
• Evaluation: Evaluating SO performance and creating customised action plan for each SO-

Internal Business Process - Outlet mapping: Leveraging the SO to build and periodically refresh the universe of footwear outlets the assigned territories

• Coverage improvement: Based on market visits, highlighting gaps in market and developing an action plan with SO.
• Retailer engagement: Conducting Retailer visits to observe and improve product visibility, availability of NPD/focus articles, brand investments and merchandising
• Orders and credit management: Receiving distributor orders, checking credit limit and ensuring order details are shared with billing team
• Journey plan: Compiling market working reports from SOs and sharing then with the admin team
• Competitive analysis: Analyzing competitor initiatives and preparing action plans to counter competition
• Competitor schemes: Being up-to-date with latest competitor trade scheme and giving scheme recommendations to augment sales; communicating trade promotion schemes to SOs and Distributors
• Distributor exclusivity: Sharing intelligence on exclusive distributors who add/ are bound to add competitor brands in their portfolio
• MIS reports: Preparing MIS reports for target vs actual sales and other objectives
• Reviews: Timely review of monthly/quarterly performance with RSMs, SOs and distributors
• Sales forecasting: Providing sales forecast support to RSM
• Other strategic interventions: Focus on implementation of company's strategic objectives for assigned sales area

Competencies

Technical/Functional Behavioral

• Business Acumen
• Selling skills
• Market Knowledge
• Analytical skills - Customer Focus
• Collaboration
• Adaptability
• Result Orientation
• Negotiation skills

Key Result Areas

Quantitative Qualitative

• Sales Volume/Value Achievement
• % Revenue Contribution from NPDs
• Rs. Cr business from new Distr-Div. vs. target
• PJP adherence
• Average outstanding at end of each month as % of month's sales - Improve Adherence to Key Sales Processes.
• Coaching and mentoring provided to SOs
• Competitor Analysis
• Customer Service improvement

Key Stakeholder Management

Internal External

• RSM
• Marketing Team
• Corporate Communication & NPD Team
• Production Planning & Logistics Team
• Distribution and Sales Support Team
• Distributors
• Retailers