The Commercial Excellence role is a critical senior role within the commercial function responsible for the overall capability development of the function and thereby the business. The person will be part of the Commercial Leadership Team and will be at the centre of all key commercial decisions and drive short term and long term initiatives around productivity improvement, planning, Go To Market Strategies and execution and comprehensive analytics that allow the business to take prudent decisions.
This position is responsible for the planning and execution of all the commercial development strategies and sales process improvement initiatives to ensure a seamless operations that drive the business deliveries of the commercial unit. By deploying sustainable processes and tools, this role ensures the commercial function works efficiently and effectively to deliver both short- and long-term objectives.
Leads the Integrated Commercial Planning process, coordinating sales forecasting, rolling forecasts, budgeting, and target setting (monthly, quarterly, annual) across roles, geographies, and channels, ensuring targets are cascaded as SMART KPIs.
Develops and deploys key capabilities from the Commercial Way (including RGM, PICOS, On Fashion, Sales Force Planogram, Category, JBP, and Steps of calls), identifying needs and executing comprehensive training calendars for both internal staff and external distributor salesmen.
Drives commercial analytics, data management, and sales automation initiatives, creating sharp dashboards to monitor critical success measures such as depletions, SNS, MS, forecast accuracies, and productivity metrics (WOD, VPO, SP Mix).
Manages the Route-to-Consumer (RTC) and Go-To-Market strategies for recent product launches and brand integrations, proactively controlling planning systems like MJPs and Top Account Planning for quality and consistency.
Directs the performance management parameters for both on-roll and off-roll commercial workforces,



and executes specialized sales incentive programs beyond regular schemes in coordination with channel leads.
Partners closely with Trade Marketing, NKAM, Finance, and Marketing acting as a strategic bridge to align short and long-term objectives while strictly controlling commercial spending, rebates, and SG&A; budgets.
Commits to extensive travel across India to guarantee Ways of Working adherence, oversee field execution, and ensure sustainable commercial processes.
Strong Sales and Route-to-Market (RTM) knowledge, coupled with deep business acumen and a strategic approach to driving execution plans.
Proven project management and analytical skills, with the ability to interpret complex data and suggest actionable growth opportunities.
Excellent IT proficiency, specifically advanced skills in Microsoft Excel, Word, and PowerPoint for data consolidation and reporting.
Senior-level training skills with a passion for consistently upgrading the capabilities of internal and external field teams.
Direct experience in the Alcobev industry, possessing a deep understanding of market-specific RTC dynamics, trade policies, and compliance.
Hands-on expertise in deploying specific commercial frameworks such as Revenue Growth Management (RGM) and Joint Business Planning (JBP).
A proven track record of implementing sales automation tools that significantly drive higher productivity across regional sales teams.
We believe great people build great brands. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
Sales

📌 Commercial Manager Full Time (Gurugram)
🏢 Brown-Forman
📍 Gurugram