Regional Sales Excellence Manager

Key Responsibilities

1. Strategy & Execution for Weighted Outlets

• KPI Framing & Governance: Define, institute, and track core execution KPIs across key and weighted

General Trade outlets in the assigned zone.

• Terms of Trade (ToT) & ROI Management: Fix structured Terms of Trade (ToTs) for key accounts/outlets

and audit trade spend effectiveness to ensure maximum ROI on trade margins and BTL investments.

• Standardized Execution: Establish standardized 'Picture of Success' guidelines across all outlet tiers to

maintain consistent visibility, planogram compliance, and brand representation.

2. Outlet Prioritization & Throughput Enhancement

• Data-Driven Segmentation: Analyze internal sales data, Nielsen/market intelligence, and geographic

mapping to identify high-potential priority outlets and white spaces across urban and suburban markets.

• MSL Drive (Width & Depth): Increase per-outlet throughput by enforcing Must Sell List (MSL) distribution,

optimizing assortment width, and deepening SKU penetration across focus BPC categories.

• Performance Analytics & Corrective Actions: Monitor granular outlet-level sales performance and lead

weekly/monthly review cadences with field teams (ASMs/RSMs) to trigger targeted corrective

interventions

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3. Capability Building & Field Coaching

• Field Upskilling: Conduct structured coaching, individual/joint market visits, and workshops for Area Sales

Managers (ASMs), Business Development Officers/Executives on outlet prioritization, selling techniques,

and beat planning.

• Product & NPD Enablement: Educate field teams on product USPs, category stories, and execution

playbooks for New Product Launches (NPDs) to accelerate speed-to-shelf.

4. Cross-Functional Collaboration & Commercial Governance

• Trade Marketing Alignment: Work closely with Trade Marketing teams to co-create impactful channel

activation programs, scheme mechanics, and point-of-sale assets.

• Channel & Sales Operations: Partner with Channel Management and Supply Chain to resolve order

fulfillment bottlenecks, distributor alignment issues, and stock replenishment challenges in key outlets.

• White Space Identification: Provide strategic recommendations to zonal leadership on new geography

expansion, channel-specific packs, and competitive counter-strategies.

Key Performance Indicators (KPIs)

• Per Outlet Throughput (Sales Value/Volume): Growth in average order value and monthly throughput

across priority/weighted outlets.

• MSL Adherence & Distribution Depth: Percentage achievement of Must Sell List targets and SKU width per

store.

• Trade Spend ROI & ToT Adherence: Efficiency of ToTs and promotional spend ROI within regional GT

budget limits.

• NPD Speed-to-Shelf & Saliency: Time-to-market and numeric distribution reach for New Product Launches

in key outlets.

• Field Execution & Productivity Scores: Improvements in daily line productivity, call efficacy, and

planogram/visibility compliance.

Qualifications & Experience Required

• Education: MBA / Masters Degree in Marketing, Sales, or Business Administration from a recognized

institute.

• Experience: 5–8 years of experience in Sales Operations, Sales Excellence, Commercial Strategy, or GT Area

Management within FMCG / Beauty & Personal Care (BPC).

• General Trade Expertise: In-depth understanding of GT distributor networks, beat planning, weighted

distribution dynamics, and wholesale/retail trade mechanics.

• Analytical Acumen: Strong analytical proficiency (Excel, Power BI, SFA/DMS tools) to interpret sales trends,

ROI metrics, and outlet-level data.