Relaxo Footwear - Area Sales Manager (1-5 yrs)

Position Title: Area Sales Manager

Department: Sales

Work Location: Ahmedabad

Grade: M1/M2

Travel Required: Yes

Reporting to:

Administrative: Regional Manager (RM)

Functional: Regional Sales Manager (RSM)

Reported by: Sales Officer

Educational Qualification: Graduate ( MBA Preferred)

Experience: 1-5 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:

- RSM

- Marketing Team

- Corporate Communication & NPD Team

- Production Planning & Logistics Team

- Distribution and Sales Support Team

External:

- Distributors

- Retailers