Manager HR at Pravin Masalewale
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Area Sales Manager - FMCG (10-12 yrs)
Key Responsibility areas
1. Target Setting & Achievement
- Setting monthly and quarterly Primary and Secondary Sales targets for each reporting team member and all distributors in line with overall organisational sales plan
- Target setting to be done at value and volume level for all key brands at SKU level
- Ensure 100%+ target achievement for each month
- Set up tracking mechanism for target achievement for each team member and all distributor drive improvement in low performing teams
- Ensuing healthy weekly phasing for target achievement and avoid month end stock dumping
2. Planning Sales Inputs and execution
- Lead planning for all trade schemes on monthly basis with inputs from central sales teams for all channels (retail, wholesale, rural markets, self-service outlets)
- Ensure 100% scheme utilisation and execution in-market
- Track effectiveness of trade schemes in achieving sales results and make necessary changes
- Identify areas for cost optimization and lowering of scheme costs to improve overall cost to sales (CTS)
- Drive innovative approach in scheme planning and execution.
3. Stock Control
- Lead rolling 3 month distributor level forecasting for all brands at SKU level
- Ensure 90%+ forecast accuracy.
- Work with central and regional logistics team for ensure adequate stock availability at CFA and distributor levels required to meet sales targets
- Ensure no stock aging at CFA and Distributor level
- Plan timely liquidation of stocks to ensure to write off
4. Implementing S&D (Sales and Distribution) Strategy
- Provide inputs to central sales teams for building annual sales and distribution strategy
- Ensure 100% adherence for all S&D guidelines in the area
- Improve market and outlet coverage basis S&D strategy
5. Trade Infrastructure management
- Maintain positive relationship with all trade partners - distributors, super stockists, sub-stockists, rural stockists and wholesellers
- Build distributor score card to track progress and make changes or improvement where necessary
- Appoint new distributors basis S&D strategy to improve market and outlet coverages
6. Sales Commercial
- Ensure timely payment of all trade claims
- Track all S&D costs and plan actions to lower overall CTS (cost to sales)
7. Market Understanding
- Build strong understanding of all competition actions in market. Track and plan anti-competition actions in market to build market share
- Track all new developments in the category wrt new launches, new consumer trends, new S&D developments etc and report to central sales teams to build actions to improve market share
- Report trade price of key categories to help formulate pricing plans
8. Develop team
- Train and develop reporting team of ASE, TSI and SO to improve their individual performance.
- Conduct monthly meetings to plan sales actions for the month in line with overall plans and ensure all teams are equipped to achieve sales targets and ensure effective deployment of S&D actions.
- Lead hiring of new team members
- Coach team to improve sales productivity at all levels
9. Data Systems and Digital
- Improve adoption of digital technology by distributors (DMS) and sales teams (SFA)
- Build strong MIS and reporting systems to track and report top KPIs
10. BTL Activations
- Support central sales and marketing teams to help execute key BTL activities like activations, sampling and visibility programs
11. Focus portfolio sales
- Improve focus portfolio sales - Must sell SKU's and new product launches.
- Build unique sales actions to improve sales of new product launches.