Job Description - Branch Manager

Job Title: Branch Manager

Location: Nagpur

Reporting To: Regional / Zonal Head

Job Summary:

The Branch Manager will be responsible for leading the sales and distribution strategy, ensuring strong business growth, and driving market execution across the assigned state/region. This role involves capability building of teams, influencer engagement, retail visibility, and execution of IT-enabled sales processes. The incumbent will manage a mid to large team of ASMs, frontline sales personnel, and in some cases, BTL marketing managers, ensuring business objectives are met.

Key Responsibilities:

Sales & Business Development:

- Develop and execute the Go-to-Market strategy to drive revenue growth and achieve business objectives.

- Manage the sales pipeline and ensure targets for Primary Sales Value (Top 4 products: 1mm, SLC, Flex, 0.8mm) are met.

- Enhance product mix and profitability by increasing SLC Sales Value.

- Ensure proper coverage and penetration across Tier 1 & Tier 2 towns, increasing the number of billed towns and outlets.

Team Leadership & Capability Building:

- Build capability within the team through structured training and development programs.

- Monitor and drive the Planned Journey Plan (PJP) adherence of the team.

- Lead a mid to large team of ASMs, frontline sales executives, and BTL marketing managers.

- Ensure alignment of the team with the Merino Way of Selling.

Influencer Engagement & Market Development:

- Develop and implement Influencer Programs to strengthen relationships with contractors, architects, and specifiers.

- Manage Key Account Management (KAM) for top customers to enhance business relations.

- Strengthen partnerships with dealers, distributors, OEMs, and business partners.

Retail & Channel Management:

- Drive retail visibility enhancement through in-store programs.

- Manage and grow distributor and large dealer networks.

- Drive sales across Retail & Project segments for a balanced market presence.

Commercial & Operational Excellence:

- Ensure primary collections are aligned with defined credit days.

- Implement and monitor sales force automation tools (ERP, DMS, CRM) to streamline operations.

- Drive adherence to new Sales Force Automation (SFA) rollout for improved process efficiency.

Branding & Market Presence:

- Drive visibility and branding initiatives in Tier 1 & Tier 2 towns.

- Ensure BTL marketing efforts align with sales objectives and enhance market positioning.

Key Performance Indicators (KPIs):

- Revenue: Topline - Primary Sales Value (Top 4 products).

- Profitability: Product mix optimization (SLC Sales Value).

- Distribution: Expansion in towns and outlets billed (Once-in-3-months).

- Collections: Achievement of primary collections as per defined credit terms.

- Process Adherence: Monitoring of PJP and SFA adoption.

- People Development: Capability building of the team.

- Visibility & Branding: Market coverage in targeted towns.

- Behavioral: Ensuring self and team adherence to the Merino Way of Selling.

Key External Stakeholders:

Dealers & Distributors

- Business Partners & OEMs

- Senior Industry Influencers & Key Customers

Desired Qualifications & Experience:

- Strong knowledge of contractors, architects, and channel management.

- Experience leading sales teams at the state/regional level.

- Experience managing a large distributor & dealer network across Tier 1/2/3 towns.

- Expertise in handling Retail and Project sales simultaneously.

- Proven experience in a B2C building materials brand (Paints, Sanitaryware, Adhesives, Electricals, Hardware).

- Exposure to consumer goods (FMCG or Durables) will be an added advantage.