SRMB STEEL |

Vice President and Head, Value Added Series

Business head for VAS-Real-Edge (erstwhile Real-Edge): structures, fabrication and Real Galva

Position

Vice President and Head, Value Added Series (VAS)

Scope

VAS-Real-Edge: Real-Edge, Real-Edge Galva, Real Fabrica hollow sections, Real Roof and fabrication products

Function

Value Added Series business, Sales and Marketing

Grade / Level

Vice President

Reports to

President and Chief Sales & Marketing Officer

Directly leads

Four Zonal VAS Heads (EZ, NZ, SZ, WZ), Head Technical Services VAS with QC SPOC, and the DAP-GTM Head for fabricator sales excellence

Location

Head office with heavy zonal and fabricator-market travel

Experience

15 years and above in structures and fabrication steel sales and marketing

1. Why this role exists

On contribution and market potential, VAS-RealEdge is a business in its own right, not a tail on TMT. It needs a dedicated leader and a dedicated team. Today the go-to-market engine for fabricators, the DAP layer, is missing, and Galva competitors are moving to lock the fabricator counter before SRMB does. The window to take early share is open now and will not stay open.

This role owns the VAS-RealEdge business end to end: its profit and loss, its four-zone sales organisation, its technical services and quality, and the fabricator go-to-market it must still build. The mandate is simple to state and hard to do: build early market share, extract reach into the fabricator store, grow Real Galva sales density, and win fabricator loyalty before the Galva players do.

2. What this role owns

- The VAS profit and loss. Own volume, revenue, margin and contribution for the full VAS-RealEdge portfolio across all four zones.
- Fabricator-store reach. Extend and deepen SRMB's presence in the fabricator store, and extract reach where competitors are not yet entrenched.
- Real Galva density. Grow Galva sales per active fabricator counter, and make Real Galva the default choice against competing Galva brands.




- Fabricator loyalty. Build the loyalty and engagement that keeps the fabricator with SRMB, counter by counter.
- Team and go-to-market. Lead the zonal sales, technical services and quality teams, and stand up the fabricator go-to-market (DAP) that does not yet exist.

3. Key responsibilities

- Win early market share. Move fast to take share in structures, fabrication and Galva before the Galva players close the fabricator counter.
- Build the DAP go-to-market. Design and staff the fabricator sales excellence engine, the missing DAP layer, and make it the way SRMB reaches and activates fabricators.
- Run a four-zone business. Set zone targets for reach, Galva density and loyalty, and hold the four Zonal VAS Heads to them.
- Lead technical services and quality. Use application support, fabricator training and consistent quality to pull the premium, working through the Head Technical Services VAS and QC SPOC.
- Counter the Galva players. Track competing Galva brands counter by counter and win share with product, service and loyalty, not with price alone.
- Own positioning and demand. Keep RealEdge and Real Galva positioned as premium, engineered products, and feed fabricator demand signal into planning and supply.

4. The team you will lead

Sub-function

Roles

Focus

VAS-RealEdge sales

Zonal VAS Heads: EZ, NZ, SZ, WZ

Zonal P&L;, fabricator-store reach and Real Galva density in each zone

Technical services

Head Technical Services VAS, QC SPOC

Application support, fabricator training and product quality assurance

Fabricator sales excellence

DAP-GTM Head (to be built)

Fabricator go-to-market,



activation and loyalty. This is the current gap to fill first The DAP-GTM Head is the missing piece. Building the fabricator go-to-market is the first structural job of this role.

5. Key result areas

Result area

How success is measured

Market share

Early share gained in structures, fabrication and Galva across zones

Fabricator-store reach

Numeric reach into fabricator stores and new fabricator counters added

Real Galva density

Galva sales volume per active fabricator counter

Fabricator loyalty

Fabricator enrolment, retention and repeat purchase

Contribution

Volume, margin and contribution of the VAS business

Team build-out

DAP-GTM engine stood up and the four-zone team performing to plan

6. Who we are looking for

- 15 years and above in sales and marketing of structures and fabrication steel products: hollow sections, galvanised structures, roofing, gates, grills and railings inputs, or allied fabrication steel.
- A civil engineer by background is strongly preferred, given the technical, application-led nature of the fabricator sale.
- Proven profit and loss ownership of a product line or business, not just a sales target.
- Real command of the fabricator and structural channel, and of what wins the fabricator counter.
- Experience building a team and a go-to-market from an early or greenfield stage.
- MBA preferred alongside the engineering base, with solid commercial and people leadership.

7. What good looks like in year one VAS-RealEdge runs as its own business with its own leader and team. The DAP fabricator go-to-market is built and working, fabricator-store reach is climbing, and Real Galva density is rising counter by counter. SRMB is taking early share in the zones that matter, fabricator loyalty is building, and the Galva players are being met and beaten on product, service and relationship. The business looks like the premium franchise it is meant to become.

📌 Vice President National Sales (Kolkata)
🏢 SRMB Steel
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