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.