Manager - Brand Extensions

JOB SUMMARY

To strategize, develop and execute Distribution & Sales plans for Non-Alcoholic beverages under Brand Extensions business, such as Mineral Water & Soda within assigned geography.

Prepare and maintain annual sales & distribution plans to deliver budgeted revenue, Profit and Brand equity targets basis category and channel.

Develop sales strategy at zonal levels for accomplishing sales targets across primary, secondary, and tertiary levels of distribution & Sales.

PREFERRED COMPANIES

Top Beverage / FMCG Co.  – ITC, Bisleri, Diageo, Ocean, Campa, Parle Agro, Dabur, Coca-Cola, PepsiCo

KEY RESPONSIBILITIES

• Appointment of new distributors for the Brand Extension portfolio

• Comprehensive understanding of value chain with technical knowledge on raw material inputs

• Meeting sales targets & objectives.

• Market share growth in category - Strengthening & expanding distribution network and Retail Footprint

• Identification & development of new markets.

• Implementation of Sales & Marketing strategies, Retail strategy, Modern Trade, Institutional Sales.

• Relationship building & Customer Satisfaction with key accounts / CSA / Retailers / Stockiest

• Cost Optimization in retail operations.

• Development of a market intelligence/information system.

• Training, development & monitoring of sales & distribution personnel.

• Manage local GT & MOT expansions along with distributors.

• Management of Schemes, Incentives and Consumer Promotions

• Liaise with the Regional & Channel (Key Accounts + Banqueting) Marketing teams to ensure effectiveness of consumer promotions, develop appropriate benchmarks and framework to assess the effectiveness, ROI and cost benefit of the marketing spends.

• Monitor monthly volume and industry performance to generate accurate and meaningful insight about consumers & categories.

• Tracking distributor outstanding and collections to stay within the norms.

JOB DESCRIPTION

To formulate Sales strategies to (a) drive top line growth in domestic markets and prepare innovative plans to achieve higher value realization (b) for brand management, evaluation, and market promotion strategies, for various existing / new products.

• Appointment of new distributors for the Brand Extension portfolio.

• Develop sales plans, strategies, and policies with a view to increase/sustain market share and profitability.

• Have effective implementation and monitoring mechanism to ensure achievement of the Sales plans and strategies.

• Formulate policies and guidelines for smooth functioning and satisfaction of channel partners like dealers, distributors and stockiest.

• Scan the environment to understand competitor's activities, demand supply scenario, regulatory issues to formulate strategies for increasing market share.

• Ensure an increased market share and profitability by facilitating market development, brand management and business development.

• Initiate market intelligence system to provide monthly information to Top Management on potential data, competitors- activities, new product opportunities and other changes in the environment.

• Evolve policies for establishing a robust field force monitoring and people management, relationship management system to increase field force satisfaction and portfolio growth.

• Managing the complete sales cycle from business development and customer acquisition to receipt of payments.

INTERACTIONS

INTERNALLY:

• Brand Extension Management Team

• Brand Extension Finance Team

• Sales & Operations Coordinator/ Marketing & MIS Coordinator

• Off role TSM/ TSE Team

EXTERNALLY:

• Distributors and its extended Team’s

• Sub-distributors/ Stockists/ Outlet Owners/Retailers/ Purchase Managers etc

• Retail team (GT & Modern trade stores)

KEY PERFORMANCE INDEX

Overall achievement of Sales, Turnover & Market Share targets

Sales Conversion rate

Monthly recurring revenue

Distributor outstanding to be within credit norms on a continuous / sustained basis.

Effectively manage and develop the 3P zonal sales team.

PROFILE DETAILS

QUALIFICATION:

• MBA, Tier 1-2 MBA institute

EXPERIENCE (Please specify in case there are any preferred industries):

• Minimum 8 - 10 years’ Experience in sale of FMCG / non-alcoholic beverage product / category development

• FMCG background preferred particularly from beverage (preferably water & soda) / FMCG industry.

• Proven working experience in Sales and Marketing.

• On ground expertise in handling and appointing / identifying new distributors across India.

BEHAVIOURAL SKILLS

• Proven working experience as a sales Manager, business development manager, Territory Manager

• Proven sales track record with strong network of distributors/sub distributors

• Proven Leader with track record of having led successful teams – minimum 5 member teams

• Great Understanding of beverage Market & RTM

• Negotiation skills

• Good inter-personal skills and ability to build strong relationships with external and internal stakeholders.

• Clear understanding of consumer touch points on ground

• Good presentation and analytical skills

• Time management and planning skills.

• Self-starter with high energy, enthusiasm, and confidence

• Ability to work with minimum instruction and supervision.

• Ability to work with a team and influence positively towards fast action.

• Innovative, flexible, and creative

• Willing to travel.

• Proficiency in English, Hindi & Regional Language

This is an individual contributor role & hence, mandates that the incumbent be a self-driven professional, committed to delivering business goals basis commercial acumen & trade relations. Resources assigned will be 3P manpower.

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