Commercial Lead - Sri Lanka

1. Strategic Direction

1. Give strategic direction to the 2 regions of Ex-India markets and ensure the achievement of the topline sales number.
2. Plan and achieve the sales targets.
3. Plan and execute new brand launches.
4. Create strong marketing plans for existing and new brands.
5. Monitor activities critical to business needs, viz. Customer Coverage, Doctor Meetings, Opinion Leader Contacts, Patient Programs, Cycle Meetings, activations, BTL, etc.
6. Plan and achieve the distribution targets and gain market share.
7. Control & monitor sales returns, damages, expiry stocks, etc. as per company norms.

2. Financial Compliance

1. Monitor and control SG&A spends in the Region (Over Heads and Trade Marketing).
2. Overall responsible for timely & risk-free realization from the customer (distributor, institutions & cooperatives).
3. Ensure no financial risk to the company.

3. Business Planning

1. Monitor Business Planning for both regions through HCP coverage by ethical team on distributor payroll.
2. Market coverage by traditional and modern trade channel.
3. Conduct monthly RTMs (Regional Team Meeting) for Ethical and Trade team of ANI’s Importer (CIC) and review area performance and forecast every month in line with sales requirements.
4. Work closely with the Ethical and Trade team of Importer to achieve business results.
5. Drive effectiveness & efficiency through KPIs.

4. Distribution Management

1. Monitor pipelines across Distributors in the Ex-India markets.
2. Plan & monitor execution of the secondary sales plan by Brand.
3. Lead Regional Team Meeting along with the Ethical and Trade team and review area-wise performance for Importer/Distributor.

5. Code of Conduct and Compliance

1. Ensure Ethical, Medical, Trade adherence to code of conduct.
2. Ensure adherence to sales SOP.
3. Conform to all financial and administration systems.
4. Compliance to statutory and regulatory norms as per Abbott standards.
5. Ensure that the Sri Lanka CIC team handles Legal Issues, PFA issues, packaging defects, etc. in consultation with HO India.

6. Team Development

1. Develop Distributor/Importer team through Coaching and Reward management.
2. Identify training needs of CIC’s team and provide relevant inputs from time to time by working closely with Medical and Marketing team.
3. Motivate and provide leadership to CIC’s sales team.
4. Work with all MRs, Sales Executives every month.
5. Facilitate and support training for the ASM’s and their teams.
6. Manage careers within the branch and actively engage with other branch heads, vertical heads in the trade BU to facilitate cross-functional exposure for the team.
7. Reward superior performance in the branch through timely recognition.
8. Leverage IT support/tools to drive SFE KPIs.

7. In-Store Retail Execution & Localized Trade Marketing Initiatives

1. Ensure best in class implementation of Channel loyalty programs as per plan.
2. Develop customized business plan to leverage market-based opportunities.
3. Oversee the design and implementation of innovative Trade Marketing activities through proper identification of trade channels and segments within the branch.

8. Collaboration with Marketing Team

1. Work closely with Marketing team on country-wise Brand plans, clearly identifying headspace and sources of growth.

9. Specialized Role

1. This role involves multi-function and country exposure across Marketing, Trade, Ethical, Finance, Logistics, and Legal/Regulatory framework for managing Sri Lanka and Maldives business.

10. Business Complexity

1. Manage business complexity involved on multiple fronts regarding GTM strategy across multiple channels, BTL and Ethical execution, managing supply chain networks (mix of imported and locally manufactured SKUs), and a Regulatory & Legal framework which is different from India business.

11. Market Share and Prescription Share

1. Garner significant market share as well as prescription share for the portfolio by strengthening credibility with KOLs, developing educational relationships with the top KOLs in the region, and driving the S&D plan to push Numeric & weighted distribution of AN Products.

12. People Management

1. The incumbent will have people management responsibilities of salesmen on distributor payroll (Trade & Ethical).
2. Provide leadership, coaching, and guidance to the Area Managers to drive productivity enhancement and stability of the field force.