Role Purpose
Own and grow distributor-led business across the state by building a high-performing channel network, driving dealer performance, and ensuring market penetration for adhesives and construction chemicals. You will lead channel strategy, manage distributor relationships, and deliver revenue, coverage, and profitability targets.
Key Responsibilities
Own state-level sales targets (revenue, volume, margin) and deliver consistent month-on-month and year-on-year growth.
Identify, onboard, and develop high-potential distributors and dealers to build a strong and wide channel network across the state.
Set performance targets for distributors and dealers, track achievement, and drive continuous improvement in sales and productivity.
Plan and execute channel development activities: dealer meets, product training, joint field visits, and local market promotions.
Ensure proper stock availability, inventory turnover, and working capital management at distributor level to avoid stock-outs and overstocking.
Monitor distributor compliance with company policies on pricing, discounting, brand standards, and market conduct.
Collaborate with sales, marketing, and supply chain teams to ensure timely supply, scheme execution, and resolution of channel issues.
Build and maintain strong relationships with key dealers, merchants, and end-user influencers (contractors, masons, small builders).
Track competitor activities, pricing, and channel movements; share actionable market intelligence and channel insights with leadership.
Ensure compliance with company policies, ethical selling standards, and safety norms in all channel operations.
Role Specifications
Location: State-based with extensive travel across districts and towns within the state.
Reporting: Reports to Zonal Head / National Channel Sales Head.
Travel: High (dealer visits, distributor reviews, market visits, dealer meets).
Team: directly manage Area Sales Managers / Channel Executives and indirectly oversee distributor sales teams.
Tools: CRM, ERP/distributor management system, MS Excel, reporting dashboards.
Cross-functional Collaboration: Works closely with Sales, Marketing, Supply Chain, Finance, and Credit teams.
Desired Candidate Profile
Experience: 8–15 years in channel/distributor sales in Adhesives, Construction Chemicals, Building Materials or Paints with at least 3–5 years in a state/head or regional leadership role.
Track Record: Proven success in building distributor networks, achieving state-level targets, and improving dealer productivity.
Channel Skills: Strong distributor management, trade marketing, scheme planning, and negotiation skills.
Leadership: Experience in leading ASMs/channel executives and driving performance culture.
Mindset: Entrepreneurial, result-oriented, with strong ownership and market development focus.
Education: Bachelor’s degree; MBA in Sales/Marketing or technical degree preferred.
Mobility: Willing to travel extensively across the state
Language: Proficiency in state/local language and good English for reporting.
Key Competencies
Technical Competencies
Knowledge of adhesives, construction chemicals, or related building materials and their trade channels.
Understanding of distributor operations: stock management, credit, inventory turnover, and scheme utilization.
Familiarity with distributor management systems, ERP, and basic data analytics for channel performance.
Functional Competencies
Channel strategy and network planning across a state.
Dealer performance management and target setting.
Trade marketing, scheme design, and execution at dealer level.
Credit and working capital management for distributors.
Business Competencies
State-level market planning and expansion.
Pricing, margin, and profitability management through channel.
Competitor analysis and channel-based competitive strategy.
Leadership Competencies
People leadership: hiring, onboarding, and developing ASMs/channel executives.
Distributor leadership and influence without direct authority.
Cross-functional coordination to resolve supply, credit, and scheme issues.
Performance-driven culture building and coaching.
Behavioural Competencies
Result orientation and ownership of state P&L outcomes.
Strong relationship-building and negotiation skills.
Adaptability to diverse market conditions and dealer profiles.
Integrity, ethical conduct, and compliance mindset.
Success Metrics
State sales attainment: percentage of revenue/volume target achieved (monthly/quarterly/annual) and YoY growth.
Channel coverage: number of active distributors/dealers and geographic coverage across districts.
Distributor productivity: average sales per distributor and improvement over time.
Inventory health: distributor stock turnover ratio and incidence of stock-outs or overstocking.
Scheme compliance and utilization: percentage of schemes executed as planned and ROI on trade spend.
Credit and working capital: average debtor days and compliance with credit limits.
Market share and presence: change in market share or key outlet coverage vs. baseline.
Team performance: attainment of managed team (ASM/channel executives) against targets.