Relaxo Footwear - 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:
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

- 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:
- Sales planning
- BTL implementation
- Distributor management/ engagement
- Product knowledge
Functional Behavioral:
- Customer Focus
- Collaboration
- Adaptability
- Result orientation
- Execution excellence
Key Result Areas:
Quantitative:
- % 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
Qualitative:
- Salesforce effectiveness
- Distributor coverage expansion
- On time target cascade for team
Key Stakeholder Management:
Internal:
- Marketing/ Brand team
- NPD
- Production Planning & Logistics
- Sales Support
External:
- Distributors
- Retailers