Avik Sengupta

• Sales:

Pioneering the Sales Strategy into execution.

Setting the right KPI and incentive parameters for the team.

Making the Route to Market plan for Brand Penetration in 21 Cities across India.

Prepare the measure the Sales Team KPI – ASM, ASE, SO’s, Promoters.

Set process and system in Sales. Appointment of Distributors, Closing of Distributor, Beat Mapping, Beat Adherence.

Maximizing the efficiency of the manpower.

Identifying the right channel partner to drive the growth agenda.

• Customer Marketing:

Onboard new vendors to fit the functions.

Design Assets and execution models.

Data Analytics - Designing plan as per data available in offline, online, and competition matrix.

Help in designing the readable and effective BI dashboard.

Suggestion on inner/outer case size and also quality of the material, which will help in ordering, reordering, and stacking.

New projects/assignments to drive the trials.

• Supply Chain

Demand forecasting at Region/SKU level for the Channel.

Taking necessary steps to minimize the demand-supply gap.

Feed the market intelligence and capture it in DP. Competition, shortages, seasonal impact, and regional demand.

Cost function – streamline the distributor supply model as per size and location.

• Finance:

Ownership of P/L for the Function. Measures to improve the CM2 – Channel profitability index.

Building efficiency matrix – tightening the loose ends.

Drive the growth with the budget allocated.

Maintain financial hygiene - Collections at the Distributor point and Market Price parity.

Ensure reconciliation is done quarterly and highlight management on variations and support.

SOP for each claim component has been made and executed.

• People:

Drive a performance-driven culture in the team.

Training & Developments, as every layer is important.

Build a sense of ownership and accountability within the team.

Cross-functional exposure.

Team Developments and improvement areas.

• Drive distribution to assigned cluster through brick & mortar and omni-channel route.
• Managing Key Account in MT Channel – Strategizing, Category Building, and GTM Strategy for Cash and Carry Business.
• Working closely with New Edge Distribution model to scale up distribution by 25% in 15 cities.
• Yearly calendar – To drive Category Penetration, drive Assortment mix as per geography.
• The size of the business is Rs 50 cr p.a. Jointly working with the Regional Sales Team and the 3rd Party OPS team.
• Design and align on JBP, and review mechanics with T2T meeting to drive the Year AOP.
• Budgeting and revenue forecast.
• Design and Execute JBP for Global and Regional accounts.

• Established RTM strategy in East Region (WB, Bihar, JH, and Orissa) and then redefined distribution in Mumbai + Goa cluster to drive 3X growth in 5 years with 18% CAGR and 5K+ Numeric Distribution.
• Route to market optimization. Building effective teams. Handling multiple channel partners. Execution of DMS rollout in both the markets.
• Training and Development of fellow associates.
• The size of the business is Rs 45 cr p.a. Team of 4. (2 ASE & 2 Territory Manager), 28 off-role employees, 16 Distributors, and 5 Sub DB's.

• Drive primary and secondary sales for the area. Drive specific brand agenda in the market.
• JBP Alignment and measure deliverable with large-scale Distributors.
• New Project Rollout for Rural – Shakti and effective coverage in Rural Distribution.
• Product New Launch GTM for the cluster with data-centric planning and tech-based execution.
• WIN battle to gain market share in every category.
• Perfect store execution and model set up.
• GPS Tagging and Outlet identification through advanced search operation in Rural Distribution.
• Size of Business, Rs 370 Cr p.a.
• Team size: 6 Direct, and 72 off-role.

• Relaunch of Vijeta Loyalty Program for Wholesales in Urban and Rural Areas through CRM.
• Designing of trade support for each brand with consultation with all 4 regions – RSM, Branch Operation Manager.
• Transparency and efficiency through Digitalization, Quarterly statements of accounts – managed by Customer care.
• Relaunch on Fair & Lovely – RTM planning and analytics along with the Brand Team to drive a massive relaunch campaign for Urban & Rural team.

• Driving Share and Profitability in HPC & Foods Category in MT Chains.
• Aligning regional activations with customer and internal alignment. Customer handled Future Group, Spencer's.
• The mutual way of working has helped us win over our customer in EQ score.
• Future Group has always helped us gain share in most of the categories, and it was driven through a strong JBP and effective productivity. Of the FOS and Merchandiser team.
• Assist the KAM in designing the JBP and Monthly promo calendar for the customer, closely working with Customer Marketing and Supply Chain.

• New introduction of H.T. newspaper across all Premium Hotels – challenging the 100-year-old TOI.
• Tie up with major airlines and AAI. Loyalty co-brand with Frequent Flyer program. Tie up with OOH clients like BCL, CCD, and Barista.
• Targeted distribution.
• Activity organizing and executing through 3rd party resource.

• Outlet Coverage – Effective FOS.
• Monitoring 3rd Merchandising & Activity.
• Distributor claim checking and approving.
• Monthly scheme tracking and inputs.
• Competition tracking.