ROLE PROFILE

Job Title: Regional Excellence Manager

Reports to: Regional Manager- West

Location: Region Wise

SUMMARY

The Regional Excellence Manager will be responsible for the following: -

➢ Designing, implementing and evaluating 4P activities within the region to achieve NR objectives, presence
and placement objectives
➢ Delivering on Urban & Rural Coverage Agenda to deliver Business Targets by creating a sustainable Selling
strategy, building long term sales infrastructure, requisite IT capabilities, sales organization targets, and
rewards and capability program.

SCOPE / DIMENSIONS OF ROLE

The role holder has constant interaction with the Marketing, Sales & IT team; markedly with the ZSMs, ASMs of the
regions, Key Accounts team and the IT team. Externally s/he interacts with the Wholesalers, Distributors and the Key
Accounts.

RESPONSIBILITIES / ACCOUNTABILITIES

Financial
• Co ordinate, monitor, and control effective and efficient usage of promotions and equitable allocations of
budget across RSM areas.
• Ensure region remains within all allocated promotional budget.
• Negotiate with agencies and suppliers to get the best possible terms
• Implement the claim settlement policy as per guidelines. Ensure no claims from all DR’s are procured and
achieve customer satisfaction on this front.

Sales analysis, key account management, test marketing

• Create and rollout Region wise / Focus Geography wise scorecards and KPIs
• Analyze reports (like KPI track etc.) and give qualitative & quantitative feedback to ASMs, ZSM/ RM for
better business decisions.
• Co ordinate with ASMs and central sales, to develop and compile market reports to monitor business.
• Monitor incentives for all players, and timely disbursements of all of the earnings
• Ensure timely procurement and distribution of all gifts
• Study Nielsen data and identify issues, within states by category and suggest ways to expand numeric and
weighted distribution, share of shelf etc.
• Design, implement, negotiate and monitor all key account programs in the region with support from central
sales team.
• Monitor the progress of all Test Marketing initiatives ongoing in this region.
• Track the test on all 4P parameters
• Analyze reports and suggest improvements to central sales and category on decision making for a national
rollout.

Trade spends and trade promotions management

• Ensure effective and efficient implementation and utilization of promotions
• Co ordinate joint promotions and tie ups with other companies to make the most of funds available
• Determine promotion gift items, identify suppliers, negotiate terms, monitor delivery schedules, and ensure
timely receipts
 • Collect information and provide feedback on effectiveness and efficiency of trade promotions- STORM
reporting, dashboards, PSI/PER ratios
• Develop and implement localized and customized self sustainable promotions in self service stores

Placement & Field force activation: -

• Co ordinate, allocate, monitor and maintain data on effective installation and utilization of visibility tools
and other POP material, brochures, leaflets etc.
• Monitor key account display units and their maintenance
• Ensure visibility tools are displayed in all CFA’s/ RSM areas in the region in time and in proper shape
• Monitor and generate high levels of interest in all contests and activities, like sub DB incentives, Pilot and
DBSR incentives to ensure maximum participation
• Provide feedback at regular intervals to the region and central sales on actual achievement vs. targets,
highlighting specific achievements and build enthusiasm around all promotions and activations.

Competitors Activities, Coverage Distribution and Channel management

• Gather and report all competitor activities in consultation with RM/ ZSM evolve a strategy and implement in
the region to offset competition
• Have the complete data of the region by number of towns POP strata wise, profile of towns, number of
outlets- category wise and class wise
• Study and suggest corrective actions on territory organization at TSI level and area level for effective and
efficient coverage
• Prepare detailed launch plans for NPD, assist ASM to prepare STORM plans, and BTL plans for the launch
• Monitor distribution build up during launch and all NPD launch reports, from field to central sales
• Set-up off take tracking panel at the local level to monitor off takes and track quick learning from the report
• Wholesale channel management- coverage, business, and activation
• Indirect distribution expansion activities through activating wholesale and sub DB and town wholesalers

Go To Market
• Own & Transform Urban & Rural sales Go To Market Strategy for the region
• Drive the Expansion of RB Footprint in Urban & Rural India (Both Portfolio & Geography Opportunities)
• Plan Test & Execute Alternate GTM and Approaches to Deliver Incremental Biz
• Lead technology roll-out in field, SS and Sub DB systems.
• Identify opportunities in Urban / Rural / Pharma / Modern Trade Go To Market and make plans to convert
them to revenue.

Capability
• Understand capability requirements of the sales org
• Develop suitable modules across modules and ensure execution.

Reporting & Administration

• Ensure active and timely reporting from field and region, meeting all reporting schedules at HO
• Rollout the communication letter to the ASM’s after value adding to cater to the region’s requirements
• Develop the communication package for rollout of month initiatives from RSM to TSI level

KEY CHALLENGES

• We are looking to hire a dynamic and entrepreneurial Sales leader within the FMCG industry. The person
should have the ability to challenge status quo, propel the organization towards the next frontier of sales
excellence by taking people along with him in this journey. Drive Sales Initiatives & ensure quality execution
in line with the agreed milestones by influencing all key stakeholders.
• Negotiate with the agencies and suppliers to get the best possible terms.
• Overcome technology challenges and create a best in class IT Enabled Sales Systems and Processes.
• Support capability building and overcome barriers to meet changing business needs from time to time.
• The role holder should be alert about the market developments that are unique to his/her region.
• Monitor Standard KPIs on consistent basis & provide/facilitate inputs to all stakeholders to meet target
objectives. S/he needs to ensure timely and accurate reporting from field and regions.
PROFESSIONAL QUALIFICATIONS/ EXPERIENCE

• Qualification- MBA (Sales and Marketing) from a Premier B-School with minimum 5-years of Experience in
Sales & Distribution in the FMCG sector.
• Strong knowledge of field sales and trade marketing
• Ability to relate IT with business coupled with strong project management skills.
• Strong ability to build capabilities through training & coaching

PERSONAL ATTRIBUTES

• Results oriented, entrepreneurial and self-motivating

• Broader-vision, can look ahead and forecast well
• Tenacious and resilient, driven to achieve even when faced with obstacles
• Leadership and interpersonal skills capable of building strong working relationships and influencing and
customers and internal teams
• Creative and innovative in designing schemes
• Sound commercial understanding of business issues/opportunities
• Clear understanding of sales and marketing strategy and planning issues
• Strong analytical skills with ability to develop strategies, tactics and measurable implementation
• Dynamic problem solver and interpersonal skills, Professional negotiating & Influencing skills.
• TRAVEL REQUIREMENTS: Must be willing and able to travel EXTENSIVELY within role.