Summary
Overview
Work History
Education
Skills
Beyond Curriculum Achievements
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PRIYADARSHI PIYUSH

PRIYADARSHI PIYUSH

Regional Sales Manager
Gurgaon

Summary

An astute sales and distribution professional seeking Strategic and growth enriching assignments in leadership roles with a leading Organization.

Business leader with strong Sales, People Management, Customer Management and Relationship Development skills developed through a variety of experiences in Distribution Management, Route to Market Management and Regional Leadership roles. A proven team player capable of Creating Winning Teams and delivering to high value expectations. Strong inclination towards goal achievement through People Management, Negotiation, Persuasion and Conflict Management. Strong interpersonal skills with strong analytical, comprehensive problem-solving abilities.

Multi-faceted Regional Sales Manager promoting excellent record of meeting company-defined quotas through exceptional sales strategy. Mentors employees to develop top-performing team members. 15-year progressive career background combined with dedication to corporate growth and development.

Overview

14
14
years of professional experience
2011
2011
years of post-secondary education
2
2
Languages

Work History

Regional Sales Manager

McCain Foods India Pvt Ltd
08.2023 - Current
  • Heading North and East region for McCain Foods India pvt. ltd for Retail business managing TT, MT and Ecommerce channel.
  • Leading a team of 8 ASMs and 45 Sales Executives along with 280 indirect sales force.
  • Geography out volume delivery and spends planning for the Region considering Channel shifts and channel wise promotion and ensuring delivery against plans.
  • Maintaining commercial hygiene along with DB stability and future ready RTM to support sales plans.
  • Planning and leading regional growth agenda through strategic planning and strong execution.

Head of Trade Strategy

Aditya Birla Fashion & Retail Ltd
09.2022 - 07.2023
  • Heading: Trade Strategy for the Trade and Retail Business of Aditya Birla Fashion and Retail Ltd.
  • Responsible for managing overall trade spending and driving profitable growth for the business.
  • Responsible for driving growth and improving the throughput of exclusive stores.
  • Responsible for formulating trade incentive programs to build energy and excitement in the front-line sales team.
  • Responsible for executing plans to improve SE/ASM productivity.
  • Creating a category-wise VM calendar for the timely activation of categories.
  • Responsible for driving growth for Annual Program Outlets through timely interventions.

Zonal Sales Director- East

Aditya Birla Fashion & Retail Ltd
05.2021 - 09.2022
  • Led a team of 11 ASMs, 3 Like EBO TSMs and 2 RSMs to drive sales and distribution in East Zone.
  • Led a team of 45+ SE’s to drive on-ground execution and sales in the Zone.
  • Driven distribution footprints to improve distribution and coverage in the Zone.
  • Doubles East Zone Business within 1 year of handling the business.
  • Increased distribution from 6K OL’s to 11K MBO in East Zone.
  • Added 50+ DB’s and Sub Distributors in East zone in 1 year through focussed opportunity identification approach.
  • Worked on building throughputs in new MBO’s through various activations.
  • Supported Central Strategy team in building various growth levers for the business that helped drive business nationally.
  • Awarded Best performing Zone for FY’22.

National Route to Market Manager

Mondelez India Foods Pvt Ltd
01.2020 - 05.2021
  • As National RTM Manager, led Route to Market Operations and Strategy for Mondelez India Urban Business.
  • To Track RTM Performance, develop and deploy right RTM Models for India region for both short term and long term.
  • Develop RTM strategy with deep Channel, Customer and Category understanding to drive Channel/Category level growths leading to stable Partners.
  • Develop and implement common sales process, systems and tools across business and geographies.
  • Develop and implement Sales and Distribution Metrics, drive efficiency and productivity of our sales force and redistribution assets.
  • Responsible for setting up of the Sales KPI’s and driving them to ensure sales target achievement of primary and secondary sales, market coverage, SKU coverage etc.
  • To lead expansion and extraction strategy for India Business.
  • To create and review margin and incentive structure for distributors to create healthy and sustainable RTM for the business, approve supports in case of challenges.
  • Developed and Implemented alternate RTM Models leading to differential Growth and savings for Mondelez India.

Sr. Ares Sales Manager

Mondelez India Foods Pvt Ltd
11.2017 - 01.2020
  • Worked as Sr.ASM for Rajasthan East, Largest TT territory for Mondelez in North, handling 10 SE’s, 23 TSI’s and 44 RD’s across 18 districts.
  • Led the territory to double digit growth in 2018 and 2019, on the back of, Expansion, Extraction, RTM stabilization, and People development.
  • Led the team to drive execution and visibility scores in the territory in P7 outlets, 5.4 YTD’19, Highest in North.
  • Resolved pay-out issues for Display outlets in Rajasthan East, Leading to double digit growths in top outlets.
  • Implemented and Settled 100% segmented RTM model in Jaipur, the second largest town in North India leading to 1.5X increase in unique lines billed in Jaipur in 2018.
  • Completed Urban and Rural Expansion IOP for the territory in H1 in both 2018 and 2019.
  • Awarded Best ASM Team for 2019 in North India.
  • Awarded “Grow Everyday” Award for 2019 for driving growths and Mondelez values in action.
  • Awarded Best ASM in Country for Urban Expansion in 2019.
  • 0 attrition in the team for 3 years during ASM/Sr ASM role with Mondelez.
  • Delivered highest distribution in Country on Focus Lines and Key NPD launches in 2018 and 2019.

Ares Sales Manager

Mondelez India Foods Pvt Ltd
02.2017 - 10.2017
  • Led Mondelez Portfolio sales across Rajasthan West handling 5 SE’s, 27 RD’s across 14 districts.
  • Led the team to highest Visi VPO scores in Country within first 6 months of taking over the territory.
  • Responsible for driving Value and Market Share growth in Rajasthan.
  • Responsible for individual target setting and driving Secondary sales in the territory.
  • Awarded Best ASM-POB Execution in India Region for 2017 in Mondelez Annual Conference.
  • Led the territory to double-digit value growth across all categories.
  • 0 attrition in the team during my tenure as ASM.
  • The team delivered highest Visi-Cooler Productivity in 2017 in the country.
  • Coached and groomed SSE leading to him clearing PACE interview.
  • 1.2% Chocolate Share gains in Rajasthan FY-2017.

Ares Sales Manager

PepsiCo India Holdings Pvt Limited
02.2016 - 01.2017
  • Leading a team of 6 Sales Officers, 64 Sales Men and 42 Distributors across 6 districts of Coastal Andhra Pradesh delivering annual turnover of approx. 50 Crores.
  • Responsible for growing Volume, Value and Market Share through building capability in Sales Men and Sales Officers through classroom training and on job training.
  • Coaching and counselling sales officers on DB handling, Market Execution and Career growth.
  • Responsible for individual target setting and driving primary and secondary sales in the territory.
  • Responsible for managing discounts and stales in the territory.
  • Prepare S&D plans for the territory basis region priorities and drive execution at PJP levels.
  • Led the process of distributor consolidation in Vizag city from 5 DB to 1 DB thereby delivering growths and Share Gain in Vizag City.
  • Improved 4-category penetration for re-distribution business from 12% in Feb to 55%.
  • Contributed to all Green Nielsen scoreboards for AP Rural. The rural region gained 4.5% MS, Volume Share of 4.6, added 6.8K dealers, ND gain of 4.1%, WD gain of 9.4%, SAH gain of 2.8 and stock share gain of 4.3.
  • Delivered highest growths on Lays volumes in 2016.

Asst. Manager- Trade Marketing

PepsiCo India Holdings Pvt Limited
03.2014 - 01.2016
  • Developed Marketing plan for the region and led on ground Execution.
  • To drive execution at outlet level leading to drive volume and market share gain for the region.
  • To liaison with Brand and Customer Marketing Teams to ensure regional and local marketing and promotional activity is consistent with national agenda and prepare Brand/ Pack activation calendar for the region.
  • Developed merchandise strategy for the region leading to improved Cooler Purity and execution.
  • Led and executed all on-ground marketing initiatives in Andhra Pradesh and Telangana.
  • To develop business with Key TT accounts in the territory driving ND and WD for the territory.
  • To Plan and Execute Modern Trade Visibility assets as per the plan.
  • To coach CE’s and Frontline sales team on Sales and Execution KPI’s.
  • To plan and drive volume & penetration of new launches, Disrupt pricings and Key SKU’s.
  • To lead all marketing events in the region (IPL, ICL, IBL and other marketing events).
  • To manage branding, advertising, promotions and activations for New Launches and focus Brand/ Packs in the territory.
  • Improved market execution scores on Nielsen parameters from 23 to 63 within one year leading to share gain in Urban Cities.
  • Driven foods business in Rural Markets leading to ND gain of 6% and WD gain of 4% in 2015.
  • Successfully led the launch of Slice Varietals, Mountain Dew, Lays Maxx, Kurkure Namkeen and TGP in AP and Telangana.
  • Ensured best in class execution in IPL leading to per capita consumption increase from .99 in 2013 to 1.62 in 2014 and 1.84 in 2015.
  • Activated Pepsi IPL Rural Express: This was an initiative to get top 75 Spokes and 500 Retailers from Rural and Up-country towns to watch an IPL match in Hyderabad with all hospitality. The activity was a huge success and resulted in a heathy relationship with the stakeholders.

Key Account Sales Executive-Modern Trade

PepsiCo India Holdings Pvt Limited
01.2013 - 02.2014
  • To support National Modern Trade manager in handling day to day business with the Key Customers.
  • Acted as the first point pf contact for Key Modern Trade Customers (Spencer’s, Easy day and Vishal retail).
  • To track sales on periodic basis and highlight and areas of concern to the KAM.
  • To discuss and prepare Joint Business Plan and align Customers on the same.
  • To prepare rolling promotion plan for the customers and float promo effectiveness report on periodic basis.
  • To prepare monthly share report based on the scan data of the customer and share analysis with the stake holders.
  • To coordinate with all internal stake holders to ensure issue resolution in time.

Senior Executive-Key Accounts

Advance Group of Companies
08.2011 - 12.2012
  • Ensured healthy relationship with all key customers for the organization.
  • Developed new business for the organisation regular interaction with the clients.
  • To prepare monthly pricing and get the same implemented in time.
  • To approve any debit or credit notes, due to delay in pricing implementation.
  • To coordinate with the regional and central buyers for demand forecast and ensuring RM availability as per the same.
  • To coordinate with supply-chain system to ensure effecting customer service.
  • To track KPI’s impacting business and input the same in pricing in-case of deviation from agreed norms.
  • Ensure cost effective and economical flow of RM and FG to the production unit locations and to customer locations.
  • To manage conflicts with the Suppliers based on the conflict resolution mechanism.
  • To take various initiatives to reduce cost and plan optimum output in the current supply chain.

Education

MBA - Energy Trading

University of Petroleum and Energy Studies

B.Com - undefined

Veer Kunwar Singh University
Arah, Bihar

Skills

  • GTM Planning

  • Trade Marketing

  • Modern Trade

  • E-Commerce

  • General Trade

  • Channel Management

  • Planning and Budgeting

  • Team Management

  • Distributor Management

Beyond Curriculum Achievements

  • Represented school and college cricket team in District and State level events.
  • Coordinated in managing and organizing various events and cultural activities in college.
  • Winner of Inter University Case Study Competition during MBA.
  • Awarded Employee of the Month in May 2014 for best in class execution in IPL 2014.
  • Awarded Employee of the Quarter for Q2-2014 for ensuring Best in Class execution in Key Outlets.
  • Awarded employee of the Year 2015 for displaying CEO behaviour.

<Enter your own>

Date of Birth: 1985-06-03

Timeline

Regional Sales Manager

McCain Foods India Pvt Ltd
08.2023 - Current

Head of Trade Strategy

Aditya Birla Fashion & Retail Ltd
09.2022 - 07.2023

Zonal Sales Director- East

Aditya Birla Fashion & Retail Ltd
05.2021 - 09.2022

National Route to Market Manager

Mondelez India Foods Pvt Ltd
01.2020 - 05.2021

Sr. Ares Sales Manager

Mondelez India Foods Pvt Ltd
11.2017 - 01.2020

Ares Sales Manager

Mondelez India Foods Pvt Ltd
02.2017 - 10.2017

Ares Sales Manager

PepsiCo India Holdings Pvt Limited
02.2016 - 01.2017

Asst. Manager- Trade Marketing

PepsiCo India Holdings Pvt Limited
03.2014 - 01.2016

Key Account Sales Executive-Modern Trade

PepsiCo India Holdings Pvt Limited
01.2013 - 02.2014

Senior Executive-Key Accounts

Advance Group of Companies
08.2011 - 12.2012

B.Com - undefined

Veer Kunwar Singh University

MBA - Energy Trading

University of Petroleum and Energy Studies

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PRIYADARSHI PIYUSHRegional Sales Manager