Mamaearth - 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. 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. Desired Attributes (Honasa Culture Fit): - Push Boundaries: Proactively challenge existing execution benchmarks to identify untapped market white spaces and drive distribution growth. - Own It: Take end-to-end accountability for weighted outlet throughput, field discipline, and regional trade spend efficiency. - Act Now: Swiftly convert sales analytics into actionable field interventions to solve outlet drop-offs and execution gaps. - Do More with Less: Optimize trade spend structures (ToTs) and leverage data tools to achieve maximum output with optimal commercial resources.