Job Description

Position Title: Area Sales Manager

Department: Sales and Distribution Work Location: Delhi
Grade: M1/M2 Travel Required: Yes(75%)

Administrative: Regional Sales Manager

Reporting to: Reported by: Sales Officer
Functional: Regional Sales Manager

Educational Qualification: MBA in Sales/ Marketing with 1st Division Throughout in Academics
Experience: NA
Any additional requirement:
Purpose of the Position (Job Summary)

The purpose of this position is to drive sales in the specific state / states to meet AOP targets by implementing trade promotions,
ensuring stock availability, distributor expansion, etc.

Key Roles and Responsibilities

• Sales strategy: Execute sales strategies of allocated state/s to ensure month-on-month achievement
of sales target (value and volume). The RSM is responsible for overall sales in his assigned territory.
Financial
• New product launches: Ensure revenue from sales of new products as per AOP target
• Distributor expansion: Drive incremental revenue from distribution expansion
• Distributor management: Build and maintain distributor relationships to grow regional sales
• Marketing: Work closely with distributors to develop & execute annual plan for promotions, advertising
campaigns and retailer meets; Coordinate with the Marketing team to ensure that distributors are fully
aware of and support planned promotions
• Merchandising: Provide merchandising assistance (i.e., through point of sale material, brochures, etc.)
and advice to distributors in order to maximise sales
• Distributor investments: Ensure distributors have appropriate investments to cater to market needs
Customer (stock levels, credit, salesmen, etc.)
Orientation • Complaints management: Resolve product issues (such as recurring faults) at distributor level,
arranging credits, replacement stock as required and providing feedback to Brand Managers for
recurring issues; Ensure timely settlement of distributor issues like pending schemes/ discounts/
reversal of debit note, etc.
• Distributor appointment: Scouting and appointing new distributors as per defined norms
• Distributor onboarding: Ensuring distributor gets all relevant post appointment support
• Distributor exclusivity: Ensuring adherence of exclusivity to Relaxo by designated exclusive
distributors
• Market expansion: Motivate & lead SOs to establish coverage, distribution and display objectives to
meet Sales targets
People Orientation • Targets: Cascade targets for team & provide necessary support such as coaching, feedback, training
& development to meet targets
• Mentorship and supervision: Mentoring, coaching and supervising the work of Sales Officer
• Sales planning: Overseeing creation of monthly/ weekly/ daily distributor-wise, sub category-wise sales
plan for the month
• Collections: Track & minimize average outstanding at end of each month as a % of month's sales
• Balanced billing: Improve sales billing phasing to reduce month end skew
• Channel partner engagement: Drive distributor/ retailer engagement and scale up efforts to increase
number of participating distributors/ retailers
Internal Business
• Market working plan adherence: Ensure adherence to market working plan for self & team. Report
Process
regularly to RSM.
• Distributor quality tracking: Review quality of distribution by tracking the range of articles billed out of
the identified focus articles and target fulfilment
• Scheme success: Maximizing enrolment into trade schemes
• Stock availability: Ensure improvement in article wise stock availability
• Reviews: Conduct and attend timely reviews as per sales governance model
Competencies

Classification: Public
 Job Description
Technical/ Functional Behavioral

• Sales planning • Customer Focus

• BTL implementation • Collaboration
• Distributor management/ engagement • Adaptability
• Product knowledge • Result orientation
• Execution excellence

Key Result Areas

Quantitative Qualitative
• % Target achievement on AOP for the Territory
• % revenue contribution from NPDs
• Average outstanding at end of each month as % of month's
sales • Salesforce effectiveness
• Incremental revenue from distribution expansion • Distributor coverage expansion
• # of participating distributors/ retailers in promotions/ • On time target cascade for team
engagement programs
• % adherence to monthly market working plan (self & team)
• % Improvement in forecast accuracy
Key Stakeholder Management
Internal External
• Distributors
• Production Planning & Logistics • Retailers
• Sales Support

Classification: Public