A. Strategy & Planning

- Develop the 3-year sales strategy and annual operating plan (region, channel, segment and SKU-wise) in alignment with business and brand strategy.
- Set regional and channel targets, sales policies, pricing corridors and scheme architecture with Finance and Marketing.
- Identify growth levers: new geographies, tier 2/3/4 town penetration, premium-range expansion, projects and export markets

B. Revenue, Channel & Market Development

- Drive achievement of sales, volume and margin targets across dealers, distributors, projects, OEM / institutional and export channels.
- Build and manage the dealer and distributor network: appointment, performance reviews, rationalisation and retention of key partners.
- Lead architect, designer, builder and contractor engagement to build specification-led demand.
- Manage key accounts, large project orders and strategic customer relationships personally at senior level.

C. Sales Operations

- Oversee SKU assortment, pricing margin strategies, field marketing and BTL initiatives and incentive schemes for Laminate in coordination with category heads and sales excellence. Ensure effective allocation and utilization of BTL marketing budget allocated to sales teams (Activations, Merchandising, Trade Promotions etc.).
- Drive execution of new product launches in coordination with category head and product manager
- Define targets and KPIs for the categories in coordination with category and sales excellence heads




- Coordinate with supply chain to ensure smooth flow of goods & collaterals; Help in establishing automated processes as well as checks & balances
- Support R&D; and NPD department in new product ideation and development basis market insights and knowledge

D. Key Account Management:

- Provide strategic oversight to management of portfolio of key accounts allocating time & resources as appropriate to maximize profitability from these accounts
- Oversee preparation sales plans and strategy for targeted key accounts basis market/business intelligence
- Develop pricing/promotional strategies for key accounts in coordination with category heads and sales excellence team
- Ensure prompt response and resolution of customer grievances and concerns
- Oversee benchmarking and evaluation of current potential key accounts and opportunities observed in the market/competitive environment; Ensure strong referrals from existing key accounts
- Support development of effective sales presentation and pitches in coordination with design and marketing team to ensure account conversion, onboarding and retention

E. Commercial Discipline

- Own pricing, discount and scheme governance to protect realisation and margin.
- Ensure credit control, collections and working-capital targets are met in partnership with Finance.




- Maintain accurate sales forecasts and coordinate with Supply Chain and Plants on demand planning, availability and service levels.

F. Marketing & Product Alignment

- Partner with Marketing on new design launches, collections, sampling, display units, brand campaigns and dealer engagement programmes.
- Provide structured market, competitor and customer feedback to shape product range, pricing and brand investments.
- Co-own joint sales and marketing KPIs, including lead conversion and launch-to-sales ramp.

G. People & Organisation

- Build a high-performance sales organisation: structure, hiring, onboarding, capability building, performance management and succession.
- Develop internal successors for National Sales Head and Regional Sales Manager roles to reduce key-role dependency.
- Institutionalise sales processes, CRM / DMS usage and a regular review rhythm (weekly, monthly, quarterly).

H. Governance & Reporting

- Present sales performance, pipeline and risk reviews to the CMD / Board.
- Ensure compliance with company policies, statutory requirements and the code of conduct across the sales organisation.

I: Sales IT Tools:

- Ensure design and roll out of digital initiatives including successful execution, maximum adoption and training of Sales Officer apps in coordination with Sales Excellence Head
- Ensure training to all stakeholders to improve IT capability
- Oversee identification of opportunities and implementation of initiatives to improve current sales IT

📌 Chief Sales Officer (New Delhi)
🏢 Merino Group
📍 New Delhi