:

nDepartment: Ortho

nJob Title: Assistant General Manager - CRM

nJob Location: Corporate Office, Ahmedabad

nExperience Required: 15 to 20 Years

n

nRole Objective:

n

n
- To lead and govern the international distribution business and customer relationship management function for the Ortho vertical. The role is accountable for export sales invoicing, customer acquisition and upgrades, premium-product revenue mix, DSO and collections, forecasting, order-to-cash governance, customer service, distributor management, process compliance, digital transformation through SAP and Salesforce, and the development of a robust CRM organization. The role must provide explicit commercial direction, review performance at defined intervals, remove execution bottlenecks and ensure that business commitments are delivered through disciplined cross-functional coordination.
n

n

nRole and Responsibilities:

nInternational Business Strategy and Revenue Delivery

n

n
- Translate the approved annual international distribution strategy into market-wise, quarter-wise and customer-wise execution plans.
n
- Own the achievement of the approved export distribution sales invoicing target and review progress against quarterly milestones.
n
- Drive year-on-year growth through existing-customer expansion, new customer acquisition, customer upgrades and improved premium-product penetration.
n
- Review the performance of assigned regions, distribution partners, direct offices and customer segments, and implement corrective actions for target gaps.
n
- Lead preparation for the annual business plan and budget process and ensure that the operating plan is supported by realistic forecasts, customer actions and collection plans.
n

nBusiness Development and Customer Growth

n

n
- Engage existing and potential international customers for business development and relationship expansion.
n
- Establish customer-segmentation priorities and ensure structured engagement with A and B customers, along with periodic follow-up for C and D customers.
n
- Drive business from new and upgraded customers in line with the approved annual and quarterly contribution targets.
n
- Review regional opportunities, market constraints, forecast-versus-actual gaps and customer-specific actions with regional stakeholders.
n

nCRM and Customer-Service Governance

n

n
- Ensure a high and consistent level of service to existing and potential customers throughout the enquiry-to-order, order-to-shipment and post-shipment lifecycle.
n
- Lead CRM governance across assigned markets, including customer master data, follow-up trackers, customer health reports, customer feedback, open-point closure and service escalations.
n
- Ensure timely customer communication on order status, documentation, payments, shipment schedules, complaints, returns and regulatory requirements.
n
- Review customer follow-up presentations, customer-focused inputs, collected 4Q feedback and customer action plans before management reviews.
n
- Ensure that the CRM team maintains complete, accurate and current records in Salesforce, SAP and approved trackers.
n

nSales Forecasting, Invoice Planning and Performance Reviews

n

n
- Govern the 12-week rolling forecast process and ensure that forecast inputs are collected, validated, consolidated and reviewed at the prescribed frequency.
n
- Review the monthly invoice plan, expected sales and collection position, order pipeline, dispatch readiness and forecast-versus-actual challenges.
n
- Review sales, order,



invoice and collection dashboards and ensure that data is available for global sales and collection performance meetings.
n
- Ensure periodic review of order-to-shipment reports, customer health reports, pending sales orders and key operational trackers.
n

nOrder-to-Cash, DSO and Collection Control

n

n
- Own DSO performance for the assigned international distribution business and drive progressive achievement of the approved quarterly DSO milestones.
n
- Review customer ledgers, overdue and due receivables, collection plans, credit risks and shipment holds with the CRM team.
n
- Ensure that monthly collection plans are prepared, communicated and actively followed up with customers and internal stakeholders.
n
- Ensure that proforma invoices, sales contracts and orders are processed within the approved turnaround time, subject to receipt of advance payment where applicable.
n
- Ensure that orders are correctly created, verified, approved and released in SAP and that OBD, invoicing and shipment activities are completed within defined service levels.
n
- Escalate material payment, credit, documentation or shipment risks early and ensure closure through cross-functional coordination.
n

nDistributor Agreements and Commercial Documentation

n

n
- Oversee preparation, validation, issuance and execution of distributor agreements for assigned markets.
n
- Ensure that agreement data is correctly uploaded and maintained in SAP and Salesforce.
n
- Oversee preparation and customer acceptance of sales contracts, pro forma invoices and related commercial documents for each order.
n
- Drive implementation and adoption of the Agreement Module in Salesforce in accordance with the approved project plan and go-live milestone.
n
- Ensure document completeness, version control, approval compliance and accessibility for audit and operational use.
n

nLogistics, Shipment and Inventory Coordination

n

n
- Review order and logistics efficiency, pending dispatches, shipment risks and order-to-shipment performance with CRM and logistics stakeholders.
n
- Support the transition and review of FOB-to-CIF processes and ensure that nominated-agent details are made available for FOB shipments where required.
n
- Review non-moving stock and ensure that market, customer and shipment actions are defined and tracked to reduce inventory risk.
n
- Ensure timely resolution of documentation, payment, regulatory and logistics issues that may delay shipment.
n
- Govern implementation of the Salesforce Freight Portal and ensure process adoption after go-live.
n

nRegulatory, Quality, PMS and Returns Coordination

n

n
- Ensure that product registration information and certificates received from customers or regional teams are shared with the Regulatory function in a timely manner.
n
- Ensure follow-up on product registration trackers with the Regulatory team for assigned markets.
n
- Ensure collection and tracking of customer-wise and product-wise post-market-surveillance feedback in line with defined requirements.
n
- Ensure that customer complaints are supported by complete complaint forms and routed through the approved quality-management process,



including Track Wise/DMS activities.
n
- Ensure that goods-return details are correctly processed in SAP after confirmation from the relevant stores or operations team.
n
- Support applicable MDR and compliance audits and ensure timely closure of assigned observations.
n

nSystems, Digital Transformation and Process Improvement

n

n
- Drive SAP-Salesforce automation, Salesforce master-data quality, process controls and management dashboards, including Power BI or other approved tools.
n
- Lead the Agreement Module and Freight Portal projects in Salesforce from project initiation through go-live and stabilization.
n
- Support development and adoption of online PMS feedback tools and other approved CRM/process solutions.
n
- Review process performance, identify control gaps, standardize workflows and sponsor continuous-improvement initiatives through the Menlo Park/Kaizen mechanism.
n

nManagement Reporting, Meetings and Compliance

n

n
- Prepare and present accurate information for management reviews, global sales and collection performance meetings, customer-focused meetings and business-plan discussions.
n
- Ensure that dashboards, trackers and review packs clearly show target achievement, DSO, collections, forecasts, customer actions, premium-product mix, new/upgrade business and project status.
n

n

nFunctional Skills Required:

n

n
- International distribution sales strategy and business development
n
- CRM governance, customer lifecycle management and service escalation
n
- Sales forecasting, gap analysis, pipeline and performance dashboards
n
- DSO, receivables, collection planning and credit-risk management
n
- Order-to-cash process, SAP order release, OBD, invoicing and shipment coordination
n
- Distributor agreements, sales contracts and proforma-invoice governance
n
- SAP and Salesforce implementation, automation and master-data control
n
- Management reporting, Power BI/analytics and executive presentations
n
- Regulatory registration, PMS feedback, complaint and returns coordination
n
- Process improvement, SOP governance, audits, budgeting and project management
n
- Team structure design, performance management, coaching and capability building
n

n

nBehavioural Skills Required:

n

n
- Customer orientation and service ownership
n
- Commercial drive, aggressiveness and will to win
n
- Innovation, adaptability and change leadership
n
- Entrepreneurial thinking and opportunity orientation
n
- Passion, commitment and personal accountability
n
- Analytical thinking and evidence-based decision-making
n
- Clear communication, influencing and cross-cultural stakeholder management
n
- Respectful people leadership, coaching, collaboration, high process discipline, integrity, effective prioritization and timely action closure
n

n

nTeam Size to be Handled:

n

n
- Role involves managing a team of 2 members.
n

n

nSpecific Qualified Competencies:

n

n
- Business Acumen, Customer Focus, Drive for results, Problem-solving, Peer relationship, Negotiation skills, Functional/ technical skills, Presentation skills, Adherence to Ethics and Values, Integrity.
n

n

nImportant Links:

n

n
- Website: https://biotechhealthcare.com/
n
- LinkedIn: https://www.linkedin.com/company/biotechhealthcare/
n
- Instagram: Biotech Vision Care
n

n

nBiotech is an Equal Opportunity Organisation promoting diversity while ensuring no discrimination on any ground, including gender, race, religion, age, sexual orientation, disability, etc.

📌 Assistant General Manager - CRM (India)
🏢 Biotech Healthcare
📍 India