Position Summary

The Senior Manager Sales will lead the sales organisation for TMT bars, structural steel and allied steel products, and will be accountable for sales growth, market share and channel strength in the assigned region. The role leads Area Managers and Market Development Executives, builds the dealer, retailer and influencer network, drives institutional and project sales, and ensures disciplined execution of the company's sales and marketing initiatives. We are looking for a seasoned, hands-on sales leader with deep experience in steel, cement or building materials, who can build teams, manage large channel networks and deliver profitable growth.

Roles & Responsibilities

Sales Strategy & Business Planning

- Develop and own the regional sales strategy, annual business plan, volume and revenue targets and territory-wise growth roadmaps
- Drive primary and secondary sales to meet and exceed targets while protecting margins and realisation
- Forecast demand in coordination with production, logistics and finance to ensure product availability and optimal inventory
- Review sales performance regularly and take corrective action on gaps

Channel & Distribution Management

- Build, expand and professionalise the network of distributors, dealers, retailers and stockists across the region
- Appoint, evaluate and develop channel partners; ensure strong coverage, outlet activation and partner satisfaction and retention
- Resolve channel issues and escalations, and ensure fair, transparent scheme and incentive implementation

Institutional, Project & Key Account Sales

- Identify and convert large projects, infrastructure and real estate opportunities, builders, EPC contractors and institutional customers
- Build long-term relationships with key accounts and decision-makers; negotiate pricing, terms and supply commitments
- Track upcoming construction and infrastructure projects and develop pursuit plans

Influencer & Brand Engagement

- Strengthen relationships with contractors, masons, builders, structural engineers, architects,



fabricators and project owners to create brand preference
- Plan and oversee retailer meets, contractor meets, mason programmes, product demonstrations and local branding and activation activities
- Work with Marketing to ensure effective execution of promotional campaigns and brand visibility across the territory

Pricing, Credit & Collections

- Manage pricing, discounts and schemes in line with market conditions and company policy
- Ensure healthy credit discipline, outstanding control and timely collections from dealers and customers
- Work with Finance to minimise credit risk and overdue exposure

Market Intelligence & Competition

- Monitor competitor pricing, schemes, capacities and market activities; share timely insights with leadership
- Identify current markets, segments, products and growth opportunities, and recommend strategies to capture them

Team Leadership & Capability Building

- Lead, coach and motivate a team of Area/Regional Managers and Market Development Executives; set clear goals and KPIs and conduct regular performance reviews
- Plan territories and manpower, support hiring, and build a strong sales bench and succession
- Drive a culture of accountability, ethical conduct, field discipline and continuous learning

Reporting & Governance

- Ensure accurate CRM and sales-tracking updates, and timely MIS on secondary sales, retail coverage, market intelligence, collections and influencer engagement
- Present periodic business reviews to senior management with insights and action plans
- Ensure compliance with company policies, statutory requirements and quality standards

Key Performance Indicators (KPIs)





- Sales volume and revenue growth (primary and secondary)
- Market share growth in the region
- Retail outlet coverage and new dealer and retailer activation
- Influencer engagement and conversion; project and key account wins
- Collections, outstanding and credit control
- Dealer satisfaction and retention
- Team performance, productivity and attrition
- Execution of promotional activities

Skills Required

- Proven ability to lead large field sales teams and achieve regional sales targets
- Strong understanding of dealer, retail, institutional and project sales channels in steel or building materials
- Excellent negotiation, relationship and influencing skills with dealers, contractors, builders and senior decision-makers
- Strong business, analytical and commercial acumen, including pricing, margins and credit management
- Excellent communication, presentation and leadership skills
- Sound knowledge of local markets, construction industry dynamics and competitor landscape
- Proficiency in MS Office and CRM or sales-tracking tools
- Willingness to travel extensively within the region
- Fluency in the local language and familiarity with the regional market (essential)

Experience

- 14 to 18 years of experience in sales, with at least 5 years in a senior leadership role managing sales teams and channel networks
- Background in TMT bars, steel, cement, building materials, construction products or allied industries preferred

Educational Qualification

- Bachelor's degree in any discipline; MBA (Sales/Marketing) preferred

Travel Requirements

- Extensive field travel within the assigned region, including visits to dealers, retailers, key accounts and project sites
- Travel and daily allowances as per company policy

Compensation & Benefits

- Competitive salary commensurate with experience and industry standards
- Performance-linked incentives
- Travel and conveyance reimbursement as per company policy
- Career growth opportunities within the sales organization

📌 Senior Manager - Sales (Building Material Industry) (Coimbatore)
🏢 Aniaaz Consulting
📍 Coimbatore