Role Description
Role Title
Sales & Marketing Manager-OBA
Function | BU
Marketing |
Performance Products
Designation
Chief Manager |
Senior Manager
Location
Corporate Office, Vadodara
Purpose of the Role
To explore new business opportunities in terms of new markets | products and develop & sustain current contribution levels by devising | modifying suitable marketing & business development strategies and ensure sales to meet business objectives
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 responsible to determine the demand for products and services offered by the business, its competitors and identify potential customers; develop pricing strategies with the objective to maximize contribution whilst ensuring customer satisfaction; ensure sales as per market potential, monitor market trends, customer needs and collaborate with functional teams to oversee new product development initiatives
The activities performed by the incumbent include:
Strategy
- Assess Market potential & leverage through right product mix aligned with business objectives
- Develop pricing strategies, balancing business goals and customer satisfaction
- Identify, develop and evaluate sales & marketing strategy based on knowledge of business objectives, market characteristics and cost, pricing & contribution factors
- Negotiate contracts with vendors and distributors to manage product distribution, establishing distribution networks and developing distribution strategies
- Initiate market research studies; analyze their findings and submit recommendations to concerned stakeholders
- Use sales forecasting and strategic planning to ensure the sales and profitability of products, analyzing business developments and monitoring market trends
- Build strategic relationships and partner with key industry players, agencies and vendors
- Closely monitor individual product contributions
- Provide Market Intelligence on domestic and exports market viz. competition, market size, price, quality etc. focusing mainly on markets in Europe, Middle East, Africa and Japan for Detergent and Bangladesh for Paper
- Study and recommend marketing alliances with potential partners for co-marketing or toll manufacturing
Marketing and Branding
- Compile and update list of product offerings
- Evaluate market potential, trends and suggest growth plan in the region
- Explore opportunities for new business development in existing and new markets
- 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.
- Prepare technical literature for information of customer viz. Product Data Sheet
- Conduct surveys to identify potential markets for existing and new products
- Develop and oversee marketing material viz. website banners, hard copy brochures etc.
- Prepare, monitor and effectively manage the marketing budget
- Participate in exhibitions, seminars and branding initiatives to promote products and realize market potential
- Remain current on domestic and international market dynamics and competitive developments; report and recommend actions
- Ensure timely resolution of customer complaints; prepare and send monthly reports with relevant details vis. summary of inquiries, complaint status, customers met, market updates etc.
- Ensure relevant and timely actions to achieve customer satisfaction and initiate steps towards customer delight
- Ensure seamless coordination with logistics and dispatch team for domestic and export orders
- Ensure tracking of sales, new enquiries and maintain log of customer complaints with resolution and update stakeholders
- Collaborate with account managers and QA team for resolving customer queries
New product development
- Explore new products aligned with business strategy and recommend along with total feasibility study
- Consult product development personnel on product specifications & composition
- Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations and return-on-investment and profit & loss projections
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:
- Knowledge of marketing & sales strategies
- 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
- 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
- Experience of product positioning in market
Educational Qualification | Experience (in years) | Exposure Required:
- M.Sc. or B.E. (Chemical) with 12-14 years of experience in sales & marketing, product development, product promotion initiatives of OBA (Optical Brightening Agents)
- In addition, MBA (Marketing) qualified candidate will be preferred
- Must have led marketing function at regional level for at least 3 years
- 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
- OBA application expertise
- Market knowledge-OBA
- Competition product knowledge
- Technical expertise
People Skills
- Influencing & convincing
- Customer relationship management
- Managing Stakeholders
- Communication & Presentation
- Initiative and Achievement Orientation
- Perseverance
- Agility
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)
Peer Level Relationships
(Interactions with other teams | functions and other levels, not directing reporting into or reported to by)
External Relationships
(Client, Government Authorities, Service Providers etc...)
ACCOUNTABILITY AND SCOPE OF AUTHORITY
Key Performance Areas include
- Ensure sales and marketing of products as per targets
- Develop pricing, product and marketing strategies and ensure implementation
- Facilitate new product development initiatives
- Conduct market intelligence study, customer survey and implement approved actions
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)
- Operations
- Within fixed norms, the incumbent has the authority to implement changes that will ensure better delivery of functional objectives
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