Field Program Manager GBD SOM

Birla Carbon; Mumbai; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Aditya Birla Group’s Paints division seeks a Field Program Manager to drive lead-to-conversion and activation initiatives across multiple cities, ensuring activation efficiency and contractor/dealer readiness. You will collaborate with Digital Platforms and Training teams while tracking performance metrics and defining city-specific targets to accelerate growth.

The role emphasizes program governance, data-driven gap analysis, and cross-functional coordination to optimize revenue productivity

Responsibilities

• Lead to Conversion Programme: Own the lead-to-booking conversion rate as a programme metric, track city by city, and drive corrections via the GBD team and digital tools.
• Define healthy conversion funnel thresholds by city maturity and surface underperforming cities with root-cause analysis, not just numbers.
• Collaborate with Head — Digital Platforms to address CRM, estimate portal, or lead management gaps and flag the business case.
• Track active revenue contribution per contractor and per dealer city by city; classify cohorts by supply, activation, and quality issues.
• Define revenue productivity benchmarks by partner tier and city type; report to GBD weekly in actionable formats.
• Flag persistent low-revenue contractors to the GBD team and Head — Field Services for reactivation or deprioritisation; contractor relationships sit with SOM.
• Contractor Onboarding & Activation: Own activation rate from enrollment to first active job; diagnose dropout points and route fixes to training, GBD, or digital teams.
• Coordinate with Training & Quality to ensure onboarding includes capability readiness, not just documentation; activated contractors only.
• Define city-specific activation targets based on demand forecasts and hold onboarding pipelines accountable.
• Dealer Onboarding & Channel Activation: Own dealer onboarding from agreement to first transaction; track activation rates and time-to-first-transaction by city.
• Define dealer activation standards: documentation, training, system access, and first-transaction support; ensure consistency across zones.
• Flag delays caused by process gaps versus engagement gaps and route fixes accordingly.
• Capacity Planning — City Supply Readiness: Provide contractor supply readiness input for every city in expansion; participate in launch reviews.
• Coordinate with Capacity Planning to align supply-side with demand forecasts and flag gaps with lead time for action.
• Update supply-side criteria post-launch to reflect lessons learned and evolving benchmarks.

Job description

At the Aditya Birla Group, our Corporate Vision is aligned and intricately woven with our People Vision.

Field Program Manager GBD SOM

Location : India Maharashtra Mumbai Paints office

Organization : Paints

Job Description:

Key Result Area

Key Responsibilities

Lead to Conversion Programme

Own the lead-to-booking conversion rate as a programme metric — track city by city, identify where the funnel is leaking, and drive correction through the GBD team and through digital tools where platform gaps are the cause.

Define what a healthy conversion funnel looks like at each stage; establish minimum thresholds by city maturity; surface cities consistently below threshold with a root-cause view, not just a number.

Work with the Head — Digital Platforms (Consumer & Growth) where CRM, estimate portal, or lead management tool gaps are contributing to conversion loss — flag the business case, not a workaround.

Track active revenue contribution per contractor and per dealer, city by city. Identify cohorts that are enrolled but not contributing and distinguish between a supply problem, an activation problem, and a quality problem.

Define revenue productivity benchmarks by partner tier and city type; report against them in a format the GBD team can act on in their weekly cycle.

Flag persistent low-revenue contractors to the GBD team and to the Head — Field Services for either reactivation action or de-prioritisation. This role does not manage contractor relationships directly — that sits with the SOM workstream.

Contractor Onboarding & Activation

Own the contractor activation rate — enrolled to first active job — as a programme metric. Track dropout points between registration and first job; diagnose and route fixes to the right owner (training team for capability gaps, GBD team for engagement gaps, digital team for platform gaps).

Coordinate with the Training & Quality function to ensure onboarding includes capability readiness, not just documentation. A contractor who is registered but not job-ready is not an activated contractor.

Define city-specific activation targets based on demand forecasts from the Capacity Planning function; hold the GBD team’s onboarding pipeline accountable to those targets.

Dealer Onboarding & Channel Activation

Own the dealer onboarding programme — from agreement to first transaction. Track activation rates and time-to-first-transaction by city; identify where the dealer channel is underperforming relative to potential.

Define the dealer activation standard: what documentation, what training, what system access, and what first-transaction support a dealer must receive before being marked active. Ensure this standard is consistent across zones.

Flag where dealer onboarding is delayed by process gaps (system access, documentation, product training) versus engagement gaps. Route fixes accordingly.

Capacity Planning — City Supply Readiness

Provide contractor supply readiness input for every city in the expansion pipeline — active count, certification status, active job ratio, quality risk flags. Participate in city launch planning and 30/60-day post-launch reviews.

Work with the Capacity Planning function (within the Head — Digital Platforms team) to align supply-side intelligence with demand forecasts. Where a gap exists between forecasted demand and available capacity, flag it with enough lead time for the GBD team to act.

Update supply-side assessment criteria based on post-launch outcomes — the benchmarks for ‘ready’ must evolve as the business learns what predicts a successful city launch.

• Discover more about life at Aditya Birla Group