Head - Rider Management

About the Role:

The Head of Bhuvanesh is responsible for building, managing, and optimizing our gig workforce (Bhuvanesh), who drive last-mile sales execution across rural markets. This role ensures that Bhuvanesh are hired, trained, retained, and incentivized to maximize sales per cart, customer engagement, and route efficiency.

You will be accountable for on-ground sales performance, workforce retention, and operational discipline, ensuring that every Bhuvanesh is operating at peak efficiency.

This role requires strong executional leadership, people management, and a deep understanding of frontline sales dynamics.

Key Responsibilities:

1. Own Bhuvanesh Productivity & Sales Execution

- Ensure that Bhuvanesh are effectively selling, engaging customers, and maximizing ticket sizes.

- Track performance metrics (sales per cart, conversion rates, route adherence) and take corrective actions where needed.

- Drive execution discipline, ensuring timely routine adherence, attendance, infield performance tracking

2. Build & Scale a High-Performing Bhuvanesh Workforce

- Own end-to-end hiring, onboarding, and training of Bhuvanesh to ensure they are sales-ready from Day 1.

- Build a scalable recruitment pipeline to ensure the right number of Bhuvanesh are available in key markets.

- Optimize training programs to improve sales effectiveness, customer interactions, and route efficiency.

3. Design & Implement High-Impact Incentives

- Create structured incentive models that balance motivation and cost efficiency.

- Continuously analyze incentive impact on performance and optimize payout structures to drive sales outcomes.

- Work with Business Finance to ensure incentive costs are aligned with revenue growth.

4. Enforce Execution Discipline & Performance Management

- Set clear SOPs for route discipline, attendance, and sales execution standards.

- Identify underperforming Bhuvanesh early and take corrective actions (coaching, re-training, or churn management).

- Work with Revenue Ops to ensure real-time monitoring of performance gaps.

5. Drive Bhuvanesh Retention & Engagement

- Reduce churn by ensuring competitive earnings, strong incentive structures, and effective workforce engagement.

- Identify key attrition triggers and implement proactive retention strategies.

- Implement recognition programs and non-monetary engagement levers to drive motivation.

What We're Looking For ?

- 10+ years of experience in field sales, last-mile workforce management, or gig workforce leadership.

- Proven experience in scaling, managing, and driving productivity of a distributed sales or delivery workforce.

- Strong executional mindset-able to enforce discipline, track KPIs, and drive accountability.

- Deep understanding of incentive structures and workforce motivation in a high-volume, gig environment.

- Experience in managing large-scale hiring, onboarding, and training processes.

- Strong analytical skills to track performance, identify gaps, and drive improvements.

- Ability to collaborate cross-functionally with Revenue, Category, and Operations teams.

- Willingness to spend time on the ground to deeply understand Bhuvanesh operations and optimize execution.