General Manager - Sales - OEM - Auto Industry

General Manager- OEM

1. Role Particulars:

Role Title: General Manager- OEM 

Region/Segment/Team: A&P/India/ Workshop & OEM

Job Level: G

Location: Mumbai 

Reports to: Workshop & OEM Sales Manager

2. Organogram:

Workshop & OEM

Sales Manager

General Manager

OEM

OEM Manager

- Maruti OEM Manager

- TATA

OEM Manager

- Maruti KAM- OEM-

TATA

OEM Manager

- Ford

OEM Manager

- JCB

OEM Manager

- VW

OEM Manager

- JCB

3. Purpose of role:

This role is responsible for key account management of identified strategic, international and national Automotive (On & Off road) OEMs in India. The role is a key interface within BP group for Global, Regional and Local OEMs in India. The India business is the largest market within the Asia & Pacific region. Further, the India Automotive business is also the most material business within Castrol India Limited (CIL). OEMs have assumed strategic importance in our SPU for creating significant growth opportunities.

In India OEMs have been recognized as key to deliver the India strategy and have played an important part in making Castrol India as a market leader.

The role requires Key Account Management skills to create and strengthen OEM relationships with Senior stakeholders & Functional Heads of OEMs. It also requires Technical Skills to effectively negotiate and influence with R&D, Service teams of the OEMs & interact with other stakeholders aiming to secure product approvals/conduct trials. Furthermore, this role needs to ensure appropriate and effective linkage to the Global Strategic OEM for both first fill, Service network and harness Castrol's strength to leverage association for after-market network opportunities and synergies.

The role holder shall be responsible for delivering our OEM strategic agenda for the various OEM's in particular existing relationship with Tata group, Suzuki group, VW Group, Ford, Mahindra, JCB & other on-road and off-road OEMs. The person will be also responsible for leading the business & relationship development with Hero, Honda, Toyota & Komatsu. With strategic OEMs the role will also be about enhancing our reputation and competitive position by extending our offer beyond current components by adding distinctive elements related to the OEMs, HSSE and environmental agenda, trading skills, global reach, product and 1service offerings for Castrol to be as - Partner of Choice- with top OEM in each space.

4. Key Results/ Accountabilities expected from role

- Implement the country strategy in the OEM space by translating it into clear plans at both team and individual level.

- Support strategy development activities for multiple OEMs to serve sustainable long term value creation target of the company.

- Manage high level senior relationships with key strategic partners and customers within the OEMs.

- Deliver financial performance targets for the sales channel including Volume, GM, Credit Management etc.

- Develop and recommend multi-year and annual OEM account strategy for the specific OEMs managed by the Job Holder & Develop Key Account Management plans for OEMs covering the First Fill, Service network and After Market Business.

- Develop strategic relationships with selected OEMs across hierarchy/functions in the areas of R&D, Purchase, Marketing, Service, Parts etc.

- Enhance and deliver customer/consumer experience with targeted OEM in line with our Shiny vision agenda of - Partner of choice- with top 2 OEM in each space.

- Develop channel succession plans by building a robust talent pipeline, growing leadership capability and technical expertise, establishing a culture of excellence and high performance and embedding BP's Diversity & Inclusion agenda.

- Support the development of the Key account capability within the OEM organisation to deliver world class account management and prospecting to drive step change growth through the sales pipeline.

- Lead, coach and motivate OEM Managers to achieve the targeted performance metrics on the implementation of the Account Plans and the Prospecting Strategy through joint visits and senior relationship management.

- Implement programs as relevant for OEMs and defined in the Plan

- Develop and implement a systematic approach through the embedding of relevant OMS elements and ensuring appropriate risk reviews are undertaken appropriately.

- Ensure that all activities conducted through 3 rd parties or intermediaries in channel comply fully with our own COC and local competition legalisation. Ensure compliance with country regulations, BP Group, Segment and regional policies and standards.

- Monitor and Measure OEMs activity and their growth plans and competitor activities.

5. Key challenges faced on the role

- Anticipate and understand the Impact of OEM Route to Market changes and control over value chain.

- Ensuring we retain the right balance of experience, capability and focus in the organisation to deliver the agreed distinct OEM strategies.

- Managing multiple priorities and allocating resources appropriately to maximise longer term value whilst meeting in year financial targets

- Embed advanced Key account management to maximise value for both customers and the company. Develop world class partnerships and relationships with OEMs.

- Follow the HSSE requirements specified in OMS and contribute to the delivery of safe, compliant and reliable operations.

6. Any Other Relevant Information (Particular reference to planning (nature and impact), scope of impact (Team, BU, Segment, BP globally etc.)

The job holder will manage a team of OEM Managers.

The job holder will be responsible of OEM Strategies & Plans, and lead input and output for the following planning purposes;

- LBM Demand, Vulnerability and Opportunity Planning

- OEM wise Plans

- Financial planning

Experience & Expertise (mandatory & desired)

Educational background:

Minimum Graduate in Engineering, an MBA or equivalent degree would be value added OR science degree & deep understanding of Automobile technology will be an added advantage

Experience (depth and nature)

- A minimum of 15 years of experience in OEM space in India and abroad focusing on Key Account Management - related to automotive OEM industry.

- Should have a well-rounded OEM experience to be able to implement cross functional plans

- Key Account Management and building relationships with large OEMs is essential

- Experience of dealing with multiple important stakeholders both within and outside the organization is essential for success in this role

Other:

- The OEM understanding/experience ideally should be across a wide section of vehicle types covering passenger cars, trucks, Motorcycles and off-road vehicles.

- In depth understanding of the OEM business - specifically OEM Service network & R&D.

- Experience in Strategy development and implementation. Ideally, a minimum of 10 year experience in working in India with demonstrated track record of driving growth for the business and bottom line delivery.

BP Leadership Framework

The incumbent must be a well-rounded Professional with a proven track record against many dimensions of the Leadership framework

Functional skills:

- Strategic thinking and Problem solving skills

- Capable of developing innovative solutions

- Proven track record of solving technical / process issues in the OEM Environment

- Successful OEM management experience.

Interpersonal skills:

- Possesses strong communications skills at all levels

- Ability to influence and develop strategic relationships (both internal and external)

- Demonstrated ability to work cohesively in a team environment

- Demonstrated ability to challenge the status quo and improve existing processes/programs.

8. Economic dimensions associated with role (if any)

The Workshop and OEM channel has been identified as the key driver of growth under the Shiny India Vision strategy. The opportunity size of OEM space in India is more than 200-250mn ltr across On road and off-road OEMs in India. The OEM space has the vision of doubling Volume and gross margin by 2020

9. Country / Cluster specific information

3Castrol India Limited is the second largest lubricant company in India. It is a part of the BP Group. Castrol India Limited operates in the Automotive, Industrial and Marine Lubricant sectors and is a market leader in most segments it is present in.

With strong OEM relationship across automotive OEM space with strong brands, continuous innovation in everything we do, enduring relationships with all stakeholders and passionate and committed people, we have a market leadership position for almost a century in India.

Castrol India Limited is listed on the Mumbai stock exchange. It operates through four Regional Offices and three Manufacturing Plants across India.

10. HSSE Accountabilities

- Provide leadership in HSSE, consistent with BP values and the code of conduct

- Understand and comply with BP policies, standards and regulations relating to HSSE.

- Utilise the HSSE systems, processes and tools necessary to comply with HSSE policies, plans and standards relevant to the role.

- Follow the HSSE requirements specified in OMS and contribute to the delivery of safe, compliant and reliable operations

11. Legally Required Training and Accountabilities

- Competition Law and Anti-Bribery and Corruption training.

- Legally required training to be completed as per the Ethics and Compliance calendar and any other mandatory programs as would be assigned from time to time.

12. Required Competencies

4 Values and Behaviours:

Values:

- Safety

- Respect

- Excellence

- Courage

- One Team

Behaviours:

- Seek expertise, continually learn and develop the safety and risk management skills of myself and my team

- Listen carefully and consider different perspectives

- Learn and apply the best practices of BP, act with professionalism and strive for excellent execution

- Always aim to do the right thing based on BP's rules and standards, and respond to challenges with resilience and reason

- Support those I work with and help to build the effectiveness of my team to achieve the best results

Organizational capabilities should include (expert level):

- Sector, Market, Customer and Competitor Understanding

- Key Account Management

- Strategic Thinking

- Partnership and Teamwork

- Customer Profitability & Value Chain Understanding

- Customer Relationship building

- Commercial Negotiation and Approvals

- Cross functional Team dynamics and influencing

- Business Development

- Understanding Lubes and Automotive technology preferred.

- Performance Management

- Measuring & Demonstrating Customer Value.