Relaxo Footwear - Area Sales Manager

Travel Required: Yes

Reporting to: Administrative: Regional Manager (RM)

Functional: Regional Sales Manager (RSM)

Reported by: Sales Officer / Sales Representative (SO / SR)

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.

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

9Collections: Ensure timely clearance of outstanding payments from distributors

Customer bOrientation :

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 Relaxos 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 companys strategic objectives for assigned sales area

Competencies:

Technical/Functional:

Business Acumen Selling skills Market Knowledge Analytical skills

Behavioral :

Customer Focus Collaboration Adaptability Result Orientation Negotiation skills

Key Result Areas:

Quantitative:

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

Qualitative :

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