Regional Sales Excellence Manager

Honasa Consumer Ltd.; Gurugram District; On-site; INR 1,500,000 - 2,300,000; Full time

Job summary

Honasa Consumer Ltd. is seeking a Regional Sales Excellence Manager – General Trade to own the strategic roadmap for priority GT outlets, fix ToTs, optimize MSL depth, and drive trade ROI.

This role collaborates with RSMs, ASMs, Trade Marketing, and Channel Management to eliminate distribution gaps and elevate in-store execution. You will lead data-driven segmentation, oversee KPI governance, oversee distributor alignment, and coach field teams to improve outlet throughput and SKU penetration

Qualifications

• MBA/Master’s degree in Marketing, Sales, or Business Administration.
• 5–8 years of experience in Sales Operations, Sales Excellence, Commercial Strategy, or GT Area Management within FMCG / Beauty & Personal Care (BPC).
• In-depth understanding of GT distributor networks, beat planning, weighted distribution dynamics, and wholesale/retail trade mechanics.
• Strong analytical proficiency (Excel, Power BI, SFA/DMS tools) to interpret sales trends, ROI metrics, and outlet-level data.

Responsibilities

• Define strategy and execution for weighted GT outlets, with KPI governance.
• Fix structured Terms of Trade (ToTs) and audit trade spend for ROI.
• Establish standardized execution and planogram compliance.
• Prioritize outlets and grow throughput via MSL and assortment depth.
• Lead analytics and weekly/monthly field reviews for corrective actions.
• Build field capability through coaching and NPD enablement.
• Align with Trade Marketing and Channel/Sales Operations.
• Identify white spaces and guide geography/channel expansion.

Skills

Sales Operations

Sales Excellence

Commercial Strategy

GT Distributor Networks

Beat Planning

Excel

Power BI

SFA/DMS tools

Education

MBA / Master’s Degree in Marketing, Sales, or Business Administration

Tools

Nielsen data

Job description

The Regional Sales Excellence Manager – General Trade owns the strategic roadmap, execution rigor, and performance optimization for priority and weighted outlets across the assigned region/zone. This role serves as a key catalyst to drive secondary growth by standardizing execution standards, fixing Terms of Trade (ToTs), driving Must Sell List (MSL) depth/width, and optimizing overall trade ROI. Sitting at the hub of commercial operations, capability building, and cross-functional integration, this role works hand-in-hand with (RSMs and ASMs,) Trade Marketing, and Channel Management teams to systematically eliminate distribution white spaces and elevate in-store execution.

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 / Master’s 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.