Executive Profile

Dynamic career of nearly * decades that reflects pioneering experience and year-on-year success in achieving business growth objectives in mid-sized as well as large, established organisations

Drove rigorous efforts towards expanding business in different geographies; managed operations encompassing Channel Sales, General & Modern Trade & Territory Administration, Client Relationship Management

Proficiency in trade marketing & communication strategies, product channel sales & promotion plans in Delhi/NCR & Northern India and Western UP region

Combined multi-disciplinary experience (across Sales, Strategy, Industry Analysis, Account & Portfolio Growth Ownership) with the hands-on approach to nurture an organisation with limited resources into an entity to reckon with

Worked on optimal utilization of budgets for the trade through prudent allocation and regular monitoring & allocation of promotional budgets, sanctioning, and processing claims

Leveraged entrepreneurial capability and skills in translating corporate vision, to overcome complex business challenges and deliver on high-impact decisions; renowned for driving an auction base to glide revenue

Garnered buy-in from stakeholders behind major initiatives while at the same time building credibility and delivering on customer confidence

Key member of the team that institutionalized strategic planning, control processes and systems; admired not only for growth performance but also excellence in its strategy formulation and other business processes

Successfully enhanced organizational reach and market share through the application of robust strategies, effective pricing and excellent client relationship management

Directed cross-functional teams using interactive and motivational leadership; driving & reviewing KPIs, recruiting, motivating, training & leading the team of ASMs, SOs and DSRs

Education

MBA (Marketing) from Institute of Management Studies Dehradun, H.N.B. Garhwal University in 2002

BA from Jhansi University, Banda, UP in 1998

12th from UP Board, Allahabad in 1995

10th from UP Board, Allahabad in 1993

Key Impact Areas

Soft Skills

Career Timeline

Currently Working with Asia Pulp Pvt Ltd as Sales Head and taking care of entire Pan India Business .

Notable Accomplishments Across The Career

Asia Pupl & Papers Private Ltd

Managing Pan India Sales operations .

Opened 41 New Supers & 54 New Sub D all across Zones and thus steered the growth of 63 % on YTD Basis

All Channels are growing in double Digit

GT is groing by 68 % AFH -231 % MT -32 % E Com -97 %

In GT All Zones are growing North – 58 % South -73% West -71 South -73% East -26%

Added 100 MT /month sales through Loyalty programs .

Opened 4075 New Outlets .

Activated 3048 Non Buying Outlets .

Closed the TOT of Relaince Pan India basis and activated 238 Outlets in 2 months of time .

Gross profit is growing by 22% on YTD Basis .

Net Profit 116000 $ USD.

Local Ebitda per MT is 235 $ UDS.

Build up strong performing team . Appointed 4 new RSM, ASM-8 TM -5 and 32 SO .

DFM Foods Ltd.

Received promotion within 6 month of time from RSM to ZSM and now handling all 8 key States business

Steered the Growth from -37 to + 7% in 2020 -2021

Delivered month on month Growth from Joining month itself in a Covid effected year

Launched the SFA in entire Zone and now entire Zone is on SFA

Increased 70 Ready stock Units thus resulted adding 16800 outlets in Direct coverage

Appointed 13 New Super Stockiest thus resulted adding 325 Sub D and hence increased the Rural coverage by 22750 Outlets

Increased the Delhi City business from Average 3.37 to 5.75 Cr per month in Just 6 month of time

Implemented the SFA in Rural channel and now all rural business is on Bizom

TATA Smart Foods Ltd ( As Regional Sales Manager North & East )

Built:

oEntire Sales Team Structure from scratch including (appointing ASM, Sales Officers, DSR, Promotors, Merchandisers & Supervisors)

oEntire Distribution Network in Entire North & East Zone which includes (Appointing financially sound and reliable CFA, distributors, Super Stockiest)

Launched & Placed the Product in to all the Channels including (GT, MT, E Commerce and OOH)

Played a vital role in opening Kiosk in Public places like (Kashmiri Gate Metro Station)

Placed the product in to all National & Regional Modern Trade Outlets including (ABRL, Spencer’s, Reliance, Metro cash & carry, Walmart, Lots, GPI 24*7)

Steered all the e-commerce including (Gofers, Big Basket, Amazon, Flip cart, Milk Basket, Udaan)

Started all the regional Chains Like – Raj Mandir, 37 Krishan Supermarket, Modern Bazaar, Needs Super Market, Lamarche, GPA (Munfamart), Aarambagh, K.K Supermarket, Need for You and GTB Retail

Placed the product in all the SAMT & A Class Outlets in Delhi & NCR (Placement -1400 Outlets in just 3 Months) and in Kolkata (400 Outlets in Just 1.5 Months)

All ASM successfully Achieved 4 QTR Target with all the KPI and earned maximum 100% Incentive

Achieved 107% YTD Targets and earned 100% Bonus

Launched & Implemented SFA & DMS and doing periodic review

Drove all the KPI from DMS Like Eco, Bill Cut, New Outlets, TC & PC, and secondary sales

Danone as Zonal Sales Manager ( North & Entire UP )

Received promotion in 2015 as Zonal Sales Manager and won the Best ZSM Award in 2015 & 2016 and earned Maximum Incentive and won 2 Bikes ( Royal Enfiled & Avengor )

Got the Best Tiger Zone Award at Pan India Level ( For in store Execution in the market).

Contributed in receiving highest sales in the month of August (17.5 Cr.) and supported company to achieve its objective of INR 58 Cr. at PAN India & opened 13667 new outlets in 2016.

Pivotal in achieving the budget of 2016 with 100% performance and registered highest growth at PAN India in GT 19 % & 6/5 ASM achieved YTD 100% budget in 2016

Got the Highest Billing of Fruit Mix Award in April 2016 & Award of Team Dinner at any Indian location

Played a key role in meeting the stretch target of Q1 in 2015 & YTD growth by 38% in volume and 47% in value and won Bangkok tour

Met YTD budget 2015 by 110% including region wise growth (Delhi by 48% & Punjab by 41% YTD)

Bagged the Best ASM Award in 2015 at PAN India level along with Avenger Bike

Earned the highest incentive in PAN India as Zonal Sales Manager and won Royal Enfield Bike

Steered the sale of INR 13 Cr. per month (INR 156 Cr. PA)

Advanced the Nutrition Brands Protinex, Farex and Dexolax range

Increased the Numeric Distribution from 13800 Outlets to 31150 Direct Coverage and Indirect coverage 47600 to 101600 Outlets .

Increased the Market share from 46 to 71 % in 4 years of time by robust distribution & Execution.

Strategized business plan in the assigned zone’ managed channels (Chemists, MT, GT, CPC & CSD) as well as 565 Distributors, 209 Towns, 8 CFA in the entire Northern region & supervised a team of 6 ASMs, 36 Sales Officers

Planned & drove for 3 Major KPIs – Sales, Distribution & Execution for maximizing brand visibility & freshness in the market

Supervised periodic review of the distributors & ensured earning of minimum 2% ROI

Coordinated with 5 Medical Zonal Managers for different brands across zones

Delivered 19% top-line growth (YTD month’ year vs. the average in year- 2016) for Protinex, Farex & Dexolac through an aggressive distribution strategy and massive visibility support

Implemented a distribution strategy in the channel that achieved 11% of numeric distribution by year (2015 v/s 2016 growth from previous year), which further led to top-line growth of 19%

As ASM (New Delhi/Punjab/ Western UP)

Established 995 new outlets of GM/GR (July- September’15) along with 1500 new outlets in Delhi (since Oct-’14 to Sep’15) and in Punjab &

J & K- 800 new outlets in the same period

Contributed in growing 3 SOs with over 45% in volume increase in the current year (2015) YTD

Experienced INR 1 Cr. primary mark continuously in Delhi since April ‘15 & increased in incremental business worth of INR 233 Lakhs (33 Lakhs/Month) Punjab & J & K INR 137 Lakhs (20 Lakhs/Month) in New Delhi, 2015

Controlled inventory in Delhi in a span of 10 days and Punjab & J & K in 15 days

Registered a continuous growth of in the last 7 years i.e. 2008-17%,2009-25%, 2010-28%, 2011-22%, 2012-24%, 2013-16%, 2014 YTD-18%, 2015- YTD-47% in value and 38% in volume

Achieved YTD targets by 100% in 2009, 2010 & 2013, 2015; tripled the business in New Delhi in the last 6 years and doubled the business in Western UP in 2 years

Successfully appointed 12 new distributor in Western UP and 4 in New Delhi within 6 month of joining & identified & adopted 8 exclusive DBSM from distributors in New Delhi, 12 in Western UP & 4 in Punjab with retail outlets expansion in New Delhi (1800 to 5000), Western UP (2300 to 4800) & Punjab (2600 to 3500)

Prepared proper retailer list with Name, Address & Phone No., PJP, Master Journey & Expense Plan

Successfully executed the company’s policies to put all distributors in advance in New Delhi and at par cheque in Western UP & Punjab (5 Days Credit) whereas earlier credit was Delhi-7 Days, Punjab & WUP-15 Days

Captured & identified the business from unconventional sources like – Export, CPC & NGOs

Introduced the company’s business in India to CPC in 2008 and continued contract till date

Received export order of INR 4 Lakhs from YMCA & controlled the damage/ expiry within 1% of total primary sales

Merino Industries Ltd (Delhi & NCR )

Played a key role in launching the new concept in the market in a span of 4 months

Established new distributor network across Delhi & NCR region

Displayed product in the shopping malls & big retail stores such as Big Bazar, Big Apple, Spencer, Shubhiksha, 6 to 10 & so on by 80% within 6 months

Led the foundation of Haldiram, Crax Namkeen, Hotel Taj Man Singh, Siddartha & so on

Haldiram’s ( Delhi & NCR )

Visited corporate (like Maruti, Hero Honda, Honda, Orient Craft & so on) for bulk order

Experienced 300% growth in corporate business in 2004 & 200% in 2005

Contributed in retail business growth in the year of 2004-28%, 2005-60%, 2006- 34%

Created a new wing which included a vast variety of new products like Pickle, Papad, Vermicelli, Chips & so on & expanded the retail coverage by 50% within 2 years

Pivotal in appointing 17 New Distributors for newly formed division Haldiram Trading Pvt. Ltd.

Transformed the reporting system from manual to online and drafted PJP

Ensured placement of new products in 4 months by 70% respectively

Professional Experience

Since Aug’20: DFM Foods Ltd. as Zonal Sales Manager (Entire North Zone Sales)

Key Result Areas:

Managing the overall retail domain entailing business planning, marketing strategy, contracts, revenue management, resources & financial planning, promotional campaigning, merchandising and reporting

Steering network project roll-outs, special campaigns while ensuring a strong customer-centric culture across the regions

Providing effective leadership and management to Merchandiser Teams by interviewing and hiring candidates, on-boarding and training new associates, managing performance and career development, resolving conflict, providing coaching & support

Business Objectives :

Rolling out Annual Business Plan for the business partners and aligned it with the company’s objectives; monitoring the timely launch & availability of new products

Creating & achieving Annual Business Plans/Quarterly Business Plan for the defined region, referring to budgets, coverage and volume through the team

Achieving volume and value objectives of the assigned region within budget, time and policy parameters through efficient control of distributor network under charge

Activating and managing Sales infrastructure, Re-distributors, Super Distributors, Distributor Salesmen, etc. as per aligned activation objectives

Planning New Product Launches and ensuring effective execution of launch

Ensuring accurate Sales forecasting - SKU wise for the region based on sound analysis and support the supply chain team for correct planning

Distribution Management:

Managing C&F agents with periodic monitoring of sales, collections and services

Achieving numeric and weighted distribution objectives through stable trade channel partners

Reviewing distributors ROI and thereby ensuring healthy earnings and also meet channel margin objectives

Ensuring hygiene factors i.e. timely claim processing for the distributors/CFAs with the help of the Regional Sales team

Creating urban and rural aggressive rural penetration/ coverage plan and thereby achieving it through innovative distribution models

Creating separate GTM for large pack and attain large pack distribution objectives

Using merchandising tools in the market and attain desired visibility

Monitoring Competitor & Sales Development Activities :

Continuously monitoring competitor activities, conduct competitor analysis, keep abreast of market trends

Monitoring Activities and Sales Promotions on weekly / monthly basis to determine deviations from plans in order to take necessary corrective actions

Planning & executing various sales development activities required to meet the business objective

People Management :

Hiring, training and appraising sales force in line with the business and Organization requirements

Managing and mentoring sales teams to enable achievement of pre-set targets as defined in the Goal sheets.

Increasing the productivity of sales force through effective support and guidance in the form of education and training on the job

Developing and coaching the team to take on higher responsibilities; identifying training needs and potential

Reporting :

Reporting Accurate Timely Information as scheduled and in the defined automated process and system

Planning, deploying, tracking and continuously developing existing systems

Mar’19 - Jul’20: Tata Smart Foods Ltd. as Regional Sales Manager (Entire North & East Zone Sales)

Key Result Areas:

Managed all the channel business (General Trade, Modern Trade, E-commerce & OOH)

Organized sales skills & products knowledge base training for Sales Team & Distributors; reviewing ASM, & Sales Officers performance as per upcoming month action plan, thereby assuring that ASM provides training to Sales Officers & Sales Officers to DBSM to achieve sales objective

Streamlined smooth sales forecasting operations SKU wise for the region as per sound analysis and advising the supply chain team for planning purposes

Worked on/with:

oRegion Business :Achievement of Sales, Collection & Forecasting objectives

oModern Trade : Built relationships with Retail Chains thereby achieving the sales, display and distribution objectives for this channel for the region

oSales Team :Managed the regional sales team to achieve the planned sales, distribution and other sales objectives for the year

oDistribution and Display : Achieved the planned distribution and display objectives in traditional retail in the region and for modern trade at national level

oPromotions & Branding : Planned promotions for Modern Trade and Effective execution of BTL, Displays and Branding activities

oLaunches : Planned, implemented and organized New Product Launch, Dealer Meet & Business Conferences

oTraining : Conducted Product Training for ISDs, Distributor and Retailer Sales Staff, Competition Monitor on a regular basis Price, schemes, product introductions etc.

oOthers : AR, Supply chain & Service -Model Mix Availability and Logistics Support

Previous Experience

Aug’08 - Mar’19: Danone India Pvt. Ltd. (Delhi) as Zonal Sales Manager (North India)

Growth Path

Oct’15-Mar’19: As Zonal Sales Manager (North India- including Entire UP)

Jan’11-Sep’15: ASM (General Trade) Delhi, Punjab & WUP Region

Aug’08-Dec’10: ASM (General Trade & Modern Trade Sales), Delhi & WUP Region

Sep’06-Jul’08: Merino, Industries Ltd. (Food Division), Delhi/ NCR as Area Sales Manager

Apr’04-Aug’06: Haldiram’s, Delhi/NCR as Area Sales Manager (Institutional & Retail Sales)

Jun’02-Mar’04: Life Scan, Johnson & Johnson, New Delhi as Customer Service reprentative

Trainings Conducted

Conducted various trainings:

Safety Training in North Region

CPC Rate Negotiation for all over India from last 6 years

Pharmacy Rep Training Program (for SOs) for other regions

Train the Trainer (DDSC)

Coach the Coaches, TAP & RBP

PANKAJ SINGH

Sales Head

Visionary and strategic business leader with entrepreneurial drive, management skills and leadership competence in building organizational capabilities, people power, product & service propositions and leveraging these to generate high impact on revenues, growth, profits and operational performance

Targeting assignments in Channel Sales/ General Trade/ Modern Trade/ E-Commerce and OOH with an organization of high repute

Location Preference: Delhi/ NCR/ PAN India

ad032e@r.postjobfree.com/ ad032e@r.postjobfree.com 098********/ 098********

Territory Administration

Cost & Resource Optimization

Inventory Management

Data/Market Analysis

Increasing Market Execution

Market Share Expansion

General Trade Strategies

CFA Management

Distribution Management

Channel Sales & Mgt.

Soft Skills

Innovator

Analytical

Motivator

Communicator

IT Skills

Operating System: Windows/XP/98/2000/2007/2010

Tools: MS Office (Word/Excel/PowerPoint)

Haldiram’s

Merino, Industries Ltd.

Tata Smart Foods Ltd.

Asia Pulp Pvt Ltd

Since June 2022 to till date

2020-22

DFM Foods Ltd.

2019-20

2008-19

2006-08

2004-06

Danone India Pvt. Ltd.

Personal Details

Date of Birth: 1st March 1978

Languages Known: Hindi, English, and Punjabi

Address: Flat No.: 26/137 1st Floor, West Patel Nagar, New Delhi – 110008

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