Senior Territory Manager - Adhesive Sales - Patiala

Job Title
Sr. Territory Manager – Tile Adhesives

Role Purpose
Drive regional revenue and market share for tile adhesives through channel development, dealer network expansion, secondary-sales activation, and market development. Build and manage a high-performing distributor and dealer network, ensure product availability and visibility at point-of-sale and project sites, and convert market opportunities into sustainable sales and timely collections.

Key Responsibilities

• Manage and grow relationships with distributors, dealers, retailers, and key accounts across the assigned territory.

• Identify, evaluate, and appoint new distributors and dealers in potential markets; own onboarding and enablement until self-sustaining.

• Ensure target-wise stock allocation, minimum stock levels at key partner locations, and efficient stock rotation to prevent stock-outs and aging.

• Conduct monthly business reviews with channel partners (sales, stock, returns, schemes) and implement corrective actions.

• Achieve monthly, quarterly, and annual secondary and territory sales targets as per the assigned plan.

• Drive dealer-to-retailer movement (secondary sales) through order generation, route-to-market optimization, and POS execution.

• Plan and execute territory coverage (call plans, outlet coverage, merchandising) to maximize reach and conversion.

• Monitor the order book, forecast demand, and coordinate with supply/planning teams to fulfill commitments.

• Meet contractors, applicators, masons, and retailers regularly to drive product trials, specification adoption, and repeat usage.

• Visit construction/project sites routinely and support product demonstrations and technical application guidance.

• Capture feedback from influencers and relay product/service improvement inputs to R&D/marketing.

• Execute branding and promotional activities in the market in line with local opportunities and budget.

• Ensure strong product visibility across assigned areas through shop boards, shelf branding, demo counters, and site branding.

• Communicate market branding requirements and on-ground insights to management for central planning.

• Follow up on collections and outstanding payments; ensure receivables are realized within agreed credit terms.

• Monitor competitor activities, pricing, and new launches; share timely market feedback with the reporting manager.

• Submit regular, accurate sales reports, distributor/dealer dashboards, call reports, and market intelligence updates.

Role Specifications

• Location: Patiala (field-based; extensive travel required across the assigned territory).

• Reporting to: Regional Sales Manager / Zonal Head.

• Employment type: Full-time, field role requiring regular on-ground presence.

• Travel: Extensive daily area travel; periodic regional travel.

Desired Candidate Profile

• 7–10 years of experience in Tile Adhesives / Construction Chemicals / Cement / Tiles / Building Materials or related building products.

• Strong experience in channel sales, distributor management, and market expansion with a proven track record of meeting sales targets.

• Result-driven, self-motivated, and comfortable working autonomously in a field environment.

• Willing to travel extensively for field work and handle dual priorities (sales and distribution operations).

• Bachelor’s degree (B.Com / BBA / Diploma in Civil/Construction or equivalent); MBA (Sales/Marketing) preferred but not mandatory.

• Competent in MS Excel and comfortable using digital tools (WhatsApp, Google Maps) for territory planning; exposure to basic CRM or distributor management systems is a plus.

Must-Have Skills

• Channel Sales

• Distributor & Dealer Management

• Secondary Sales

• Territory Management

• Market Development

• Branding & Promotions

• Influencer Engagement

• Negotiation & Closing

• Collections Management

• Market Intelligence

Key Competencies
Technical Competencies

• Product & Application Knowledge: Tile adhesive formulations, application methods, troubleshooting, trial execution.

• Channel Systems: Distributor stocking norms, secondary-sales monitoring, basic trade margin mechanics.

• Tools: Basic CRM/ERP navigation, Excel for reporting/analysis, and digital tools for territory planning.

Functional Competencies

• Distributor & Dealer Management: Onboarding, SLA setting, stock management, incentive design.

• Sales Execution: Route planning, call reporting, conversion funnel optimization.

• Collections & Credit Control: Follow-ups, dispute resolution, cash realization.

Business Competencies

• Market Development: Identifying white spaces, network expansion strategy, competitive positioning.

• Trade Marketing Alignment: Localized promo planning with ROI focus.

• Data-driven Decision Making: Using secondary-sales data to prioritize interventions.

Leadership Competencies

• Team Influence: Ability to coach/enable distributor sales teams and retail influencers; influence cross-functional stakeholders.

• Ownership & Accountability: End-to-end responsibility for area P&L-related KPIs.

Behavioural Competencies

• Customer Centricity: Builds trust with channel partners and trade influencers.

• Agility & Resilience: Adapts to changing field situations and recovers quickly from setbacks.

• Integrity & Compliance: Follows company policies on pricing, credit, and trade practices.

Success Metrics

• Secondary Sales Growth: % growth in dealer-to-retailer sales vs. prior period and plan.

• Revenue Achievement: % of monthly/quarterly/annual sales target achieved.

• Distribution Expansion: Number of new distributors/dealers onboarded and % coverage increase in priority micro-markets.

• Stock Health: Days-of-stock at distributor level and % of key outlets with stock availability.

• Market Share & Penetration: Increase in market share or penetration in priority segments/locations.

• Collections: % of receivables collected within agreed terms and Days Sales Outstanding (DSO).

• Activations & Visibility: Number of field demonstrations, influencer trials converted, and POS/branding implementations completed.

• Reporting & Compliance: Timeliness and accuracy of reports, call logs, and CRM updates.