Head - Sales Effectiveness - AlcoBev Industry

Position : Head - Commercial Transformation

Supervisor's Position : Chief Commercial Officer

PURPOSE OF THE ROLE

This role is responsible to create and implement business strategies around:

1. Short term focus of delivering financial benefits through optimization of trade spends, trade focused customer marketing spends and pricing. Additionally, devise plans/strategies for maximizing margin & mix improvement opportunities. Integrate innovation plans into margin & mix improvement plans

2. Build analytics and data-driven decision-making capability in HO Commercial to driven effective execution in clusters

3. Drive capability for the commercial function to adopt to evolving operating model and aid in upskilling of talent to deliver business goals. Build, assess and manage capability building for extended sales - Third Party.

4. Responsible for implementing and managing critical tech business platforms for commercial

SIZE

- Financial: Trade spends of Rs 1,000 Cr, Customer Marketing spends of Rs 100 Cr and Pricing of ~100 Cr, Commercial Functional capability budget Direct Reports: - 9

- Indirect Reports : - 8

( Regional Sales Effectiveness lead, Regional Sales Analytics )

OPERATING NETWORK

- Subordinate Role Other Roles/Teams

- WITHIN the Function Divisions/ Departments OUTSIDE the Function External Interface

- Managers - NRM, Sales Analytics

- Senior Manager - Business IT projects

- General Manager - Sales effectiveness Customer Marketing

- Cluster Leads

- Sales Head

- COOs Finance BPs - Consultants, Global Sales Team

TYPICAL ROLE REQUIREMENTS

- Qualification: - MBA

- Experience: - 15 years of alcobev commercial knowledge + 4-5 years of alcobev commercial knowledge + 2-3 years of -analytics knowledge

Knowledge & skills:

- Knowledge of the Indian (domestic) alcobev sales

- Proven ability to structure thinking around complex issues

- Experience in incentive design for trade partners

- Possess exceptional problem-solving skills

- Willing to challenge the standard thinking with new ideas, new approaches, and new solutions.

- Aware of tools & processes to build capability

- Change Management

- Implementation Partner Management

- People Management

- Knowledge & experience in designing & driving Sales Incentive Plans

Best suited for someone who has:

- Have strong decision-making skills and the determination to see projects through to the end.

- Demonstrated skills in leadership, management, and collaboration.

- Is looking to deepen sales skills in preparation for senior management roles

AREAS OF RESPONSIBILITY PERFORMANCE MEASURES (QUANTITATIVE / QUALITATIVE)

1 Create long term NRM & Analytics capability & deliver Net Revenue Management targets for the year

- Build out and run the Trade Promotion Management (TPM) platform as a single platform for BTL scheme across design to implementation to analytics

- Create and deploy analytics capability in HO and Clusters to support data driven decision making around schemes and investments

- Work with clusters to deliver in year NRM targets across pricing, trade promotions, and customer marketing investments

- Identify effectiveness and optimization opportunities across state / brand combinations and implement via innovative scheme designs

- Continuously monitor and measure the performance of schemes to ensure that plans are on track

- Embed power BI as a reporting tool for Business performance.

- Identify & prioritize opportunities to drive mix/margin/pricing - Delivery of NRM targets at a quantitative level

- NRM roll out and sustainability score

2 Enable technology adoption for Commercial

- Drive technology implementation for commercial business requirements through IT /technology/implementation partner

- Drive the change management & adoption of new technology platforms for commercial

- Create & help execute IT roadmap for commercial-identify new age technologies/practices to evolve the commercial function ie ML/AI

- Implement EDGE ( retail execution) in India, as per global guidelines

- Implement the EDGE program in India

- Implement Business critical technologies & platforms ie TPM/Polaris/MDM

- Automate SIC enabling computation & Analysis

- Embed SFA for FLS and TLs

- Sales beat automation - automate the beat planning

- Enhance retail execution through TRAX VR technology. Implement EDGE ( retail execution) program - Timeliness and quality of delivery

3 Project Improvement & Capability building

- Drive Sales force effectiveness for initiatives entailing productivity, performance metrics & embedding global programs

- Design & drive Sales Incentive Plans

- BPM project - Drive standardization & automation of performance reporting.

- Build capability of the sales organization in synergy with India strategy plan

- Focus on upskilling on key roles which are key to the Sales transformation such as Luxury vertical, TLs, Analytics etc

- Roll out DWWS - capability program to accelerate performance through a common set of behaviors & measures ( Win with 6)

- Ensure capability building for the 3P force (`1000 3P ) to drive success in the optimized model for commercial.

Quantitative

4 Drive HO BPMs

- Manage preparation for HO Commercial BPM with clusters across reporting, issue identification, etc

- Create a suite of solves for issues, drive alignment with clusters and escalate to functional heads for alignment and implementation go ahead

- Drive data-based decision making across regions/clusters Quantitative

5 People management

- Provide functional Leadership & guidance to RPC Sales Excellence Leads & MIS team '

- Conduct timely goal setting, monitoring, review of performance and provide feedback to a team member, Ensure that the team is adequately staffed as per business requirement, Mentor and coach subordinates to develop the team's capabilities and build a robust succession pipeline,

- Provide guidance and support to team members, where required, Ensure a high level of employee engagement and retention of critical employees in order to ensure highly engaged and productive team - the Attrition rate

- Value survey scores

- Retention % for talent in a team