Role Description
Role Title
Head-Sales & Marketing
Function | BU
Sales & Marketing |Performance Products
Designation
General Manager
Location
Corporate Office-Vadodara
Purpose of the Role
To sustain existing business, develop comprehensive actions to build competitiveness of offerings, develop market share and customer engagements, explore new business opportunities, develop initiatives to reduce business risks, deliver on margin levels by with suitable marketing & business strategies
Responsibilities in the Role (Description of all the activities performed by the role incumbent in the role with specific focus on Operational and Supervisory responsibilities, results, Status Reports, Record keeping and documentation etc…)
The role incumbent is accountable to achieve the sales objectives, complete the sales cycle, secure target market shares, by competitive offering; develop sustainable propositions by assessing customer needs, target appropriate market segments, of product with respect to its life cycle s with the objective to maximize contribution whilst ensuring satisfied customer engagement; bring in market intelligence by monitoring environmental trends, need evolution, competitive movements and collaborate with teams to oversee new product development initiatives
The activities performed by the incumbent include:
Strategy
- Assess Market potential & leverage through right product & customer mix aligned with business objectives
- Segment the market and develop propositions to target customers with pricing, volume, and offer elements, balancing business goals and satisfied customer engagement to achieve target supply share
- Ensure Competitiveness with appropriate marketing strategy, meet business objectives, market characteristics and cost, pricing & contribution factors
- Negotiate contracts with customers and distributors to manage product distribution, establishing distribution networks and developing distribution strategies
- Initiate market studies, analyze findings and submit recommendations to concerned stakeholders
- Recommend appropriate actions for product by assessing its life cycle, use sales forecasting and strategic planning to ensure the sale and profitability, analyzing business developments and monitoring market trends
- Build strategic relationships and partner with key industry players, agencies, and vendors
- Closely monitor individual product contributions and determine profit leakages, make recommendations for corrective actions.
- Provide market intelligence viz. on customers, competition, market size, price, quality etc.
- Study and recommend marketing alliances with potential partners for sourcing, co-marketing, or toll manufacturing
Marketing and Branding
- Maintain sustainable product mix and customer mix
- Compile and update list of product offerings
- Evaluate market potential, trends and propose growth plan
- Explore opportunities for new business development in existing and new markets
- Develop customer acquiring approaches for new products or new geographies
- Implement strategies for better price realization of existing products
- Review and strengthen existing portfolio of products; consolidate and develop strategy for distinct positioning & communication of the offerings
- Ensure existing and new products comply to SHE standards
- Formulate and coordinate policies to promote products in collaboration with functional representatives of Strategy, Corporate Communications etc.
- Given inputs to prepare technical literature for information of customer viz. Product Data Sheet, MSDS
- Conduct surveys to identify potential markets for existing and new products
- Develop and oversee marketing material viz. website banners, social media reach and hard copy brochures etc.
- Prepare, monitor, and effectively manage the marketing budget
- Participate in industry events, exhibitions, seminars, and branding initiatives realize market potential and scope for new trends.
- Remain current on domestic and international market dynamics and competitive developments; report and recommend actions
- Ensure relevant and timely actions to achieve customer satisfaction and initiate steps towards customer delight
Sales
- Plan, establish and maintain account relationships and meet sales targets for each assigned account by calling and visiting existing/prospective customers to understand and identify their needs to create a long-term customer supplier relationship, which over time provides significant inputs to planning company product, price, and service strategies
- Coordinate and work with technical/ site / customer services/ logistic personnel to smooth order servicing, enhance sales potential, be the customer voice and to resolve customer complaints when necessary.
- Oversee Draft proposal on sales and marketing, solutions to customers and ensure account strategy are exploited consistently.
- Respond in time to customer enquiries and provide commercial information at various stages of sales process.
- Ensure the completion of sales cycle, have timely resolution by guidance and assistance to customer interface teams.
- Consolidate data on customer needs, including product application, services requirements, buying cycles, delivery schedules and internal regulations like pricing structure for defined, customer credibility, profiles to help secure and enhance business opportunities.
- Research, identify & develop existing and potential customer portfolio to reduce business risk
- Assign and monitor customer requirements are established in a timely manner for response
- Work with internal stakeholders to develop contracts, taking all inputs and sharing customer perspectives, to ensure contractual engagement,
- Ensure timely resolution of customer complaints prepare and send monthly reports with relevant details viz summary of inquiries, complaint status, customers met, market updates etc.
The above description is a general statement of required major duties and responsibilities performed on a regular and continuous basis. It does not exclude other duties as assigned.
JOB KNOWLEDGE AND SKILLS
Functional | Technical Knowledge Required for this Role:
- Awareness of required market and product knowledge, able to grasp and understand new inputs
- Knowledge of marketing, sales, and competitive strategies with global perspectives
- Experience of product life cycle, market segmentation and product positioning in market
- Knowledge of market, customer base, new market development
- Experience of handling new product development initiatives
- Comfortable working with numbers, making sense of metrics and processing figures to derive logic and recommend actions
- Experience in commercial aspects of offer making, driving contractual engagements, logistics orientation, in domestic and international business
- Knowledge of designing and implementing product marketing initiatives
- Experience of developing and implementing marketing strategy, course correction actions and establishing brand image
- Knowledge of market | customer survey tools & techniques
Educational Qualification | Experience (in years) | Exposure Required:
- B.Sc./ M.Sc. (Chemistry) or B.E. (Chemical) + MBA (Marketing) with over 15 years of experience in sales & marketing, product development, product promotion initiatives of chemical intermediates
- Must have led marketing and sales function at global level, with total experience of at least 5 years
- Knowledge of commercial aspects of sales and contractual transaction
- Good connect in the industry and awareness of its specifics
- Knowledge of ISO | IMS standards and requirement
- Knowledge of SHE and quality standards
- Exposure to basic operations processes | R&D activities will be an added advantage
Personality traits | Competencies:
Functional Skills
- Business Acumen
- Commercial Acumen
- Market intelligence and competition analysis
- Product Knowledge
- Strategic Orientation
People Skills
- Coaching & Mentoring
- Communication & Presentation
- Influencing & convincing
- Initiative and Achievement Orientation
- Inspiring Leadership
- Managing Stakeholders
- Relationship Building
Work Relationships (Detail level of relationships to be maintained across other roles/teams in the organization are highlighted)
Vertical Relationships
Reporting Into
- Administratively-SBU Head-PP
- Functionally-SBU Head-PP
Reported By – Directly (role title)
Reported By – Indirectly (role title)
- Lead-Customer Service and Order Management
Peer Level Relationships
(Interactions with other teams | functions and other levels, not directing reporting into or reported to by)
Functional representatives from SBU, Plant, Operations, Procurement, Finance HR, R&D, SHE
External Relationships
(Client, Government Authorities, Service Providers etc...)
Customers, clients, vendors & suppliers (need based)
ACCOUNTABILITY AND SCOPE OF AUTHORITY
Key Performance Areas include
- Ensure sales and marketing of products as per targets
- Collections are regularly aligned to lower overdues
- Inventories are at appropriate levels
- Customer development pipeline is meeting targets
- Projects initiated are moving on track with right inputs
- Conduct market intelligence study, customer survey and implement approved actions
- Timely reporting of market activities
Scope of Authority & Discretionary Power:
- People related
- Resource planning & capability building
- Train team | peers on marketing aspects and customer relations
- Financial
- Revenue expenses within approved budgets and limits of authority (as applicable)
- Management of Sales Expenditure Budget
- Operations
- Within fixed norms, the incumbent has the authority to implement changes that will ensure better delivery of functional objectives
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