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Brown-Forman Commercial & Operations Director - India Area in Gurgaon, India

Location: Delhi, India Business Unit: International Geographic Scope: Regional Manager Title: General Manager IMENA Number of Direct Reports: 4 Number of Indirect Reports: 19

Job Summary: The role is responsible for leading the Commercial / Sales operations to ensure long term the profitable growth of Brown-Forman Brands in the India area. The area comprises India, Sri Lanka, Bangladesh, The Maldives, Bhutan and Nepal. The role provides strategic support to the IMENA GM, identifying and prioritizing key issues, assisting in solving problems and identifying opportunities. Commercial Scope: This includes developing an in-depth understanding of the commercial drivers in the area and being responsible for managing the area’s P&L. The role is responsible for developing a commercial strategy for the area and implementing an efficient and effective RTM and RTC model. It also involves developing customer business plans for both local economy. The role is responsible for leading a team of 20 plus sales people. The role also assists with developing strategies for growing the business, reducing costs, and optimizing return on investments.

Job Responsibilities:

Route to consumer structure, Expanding geographic footprint, Working closely on the Marketing Planning, Operations , Implementation, Budget management and Strategy Prepare and implement long term brand and portfolio strategies in cooperation with the IMENA GM and India Marketing Head. Lead the preparation of yearly and three year commercial/country plans – agreeing the strategy, communicating the objectives and plans to the sales team, and taking ownership of the final plan. Ensure the implementation of all consumer activities included in the yearly brand plans Work with and support the Trade Marketing Manager, the Brand Manager and sales team to successfully implement BTL programs and support them with shopper insights. Have regular trade visits the On and Off trade in all regions. (Sometimes during weekends or nights).

Be the expert on the India retail market operations. Define A&P budgets together with the IMENA GM and India Marketing Head. Take responsibility for the execution and regular tracking of A&P spend, control and effectiveness evaluation. Leading the planning and management of in market A&P spend to ensure resources are being deployed to the best advantage

Commercial Planning, Analysis and Reporting

Leading the development of an India Area commercial strategy

Leading the development of 3 year business plans by customer

In conjunction with Regional Managers, responsible for the development of KPIs with customers in order to achieve annual growth plans and objectives

Working with the Regional Managers to ensure plans are being implemented an

executed with customers Managing the budgeting process and communicating adjustments to the plan based on performance and opportunity identification

Working with the Regional Managers and Sales Operations Manager to ensure

accurate sales forecasting Producing a monthly report showing progress versus plan in conjunction with the Finance Manager Keeping up to date with industry and market trends Support IMENA GM in managing the India Area P&L

Customer profitability projects

Operations Management

Partnering with Supply chain manager on :

  1. Demand planning & forecasting

  2. Overlooking the S&OP process

  3. Enabling inventory management to optimize impact of interest on customs duty

  4. Oversight and streamlining New SKU introduction process

Customer Management

Continually assessing RTM and RTC options and recommending the best options for the area Driving the implementation of the RTM and RTC plan, (to include on premise, off premise) Developing and maintaining an outlet prioritization model Developing strong partnerships with all customers in order to understand their objectives and identify opportunities. Clearly communicating B-F strategies and objectives to customers Working closely with the Finance Manager in managing price structures Strategy

Building route to consumer , Channel Strategy , E-commerce

Building long range plans (5 years investment proposals)

Leading identified strategy projects with global stakeholders


Managing the Sales teams (4 people directly and leading the full sales team)

Ability to hire, train and develop a team for business success and long-term professional growth. Providing direction, focus and inspiration to the sales team

Providing sales and commercial skills coaching Ensuring sales management processes and reporting tools are in place and used Working closely with Marketing, Finance and Supply Chain to ensure a coordinated and efficient approach to sales activities Establishing the correct balance between brand equity building and selling opportunities Representing B-F on India trade associations

People Management

Builds a cohesive and motivated team (sales and marketing) by creating an inclusive environment Infuses the B-F Culture and values into the B-F India Sales and Marketing structure by demonstrating the highest standards of B-F behaviors (role model of trust, inclusion, diversity, integrity, collaboration and speaking up) Ensures the development of people in both the Marketing and Sales teams (PGPs, MCPs, Personal Development Plans) Partners with IMENA GM and IMENA HR leadership to ensure the implementation of people and team development programs

Required Experience & Education:

Education: College/University (Bachelors or Equivalent); Marketing, Business

Experience: minimum 10 years experience in leadership role in sales & perations

Preferred Experience & Education:

Education: Masters Degree (M.A., MBA or Equivalent); MBA

Experience: experience in consumer goods industry

Job Competencies:

Be Curious:

Visionary thinker bringing long-term, broad perspective, big picture strategic insight,step change strategies Exceptional strategist with strong business acumen, able to identify and distil key issues and opportunities

Be Courageous:

Thoughtful risk taker, change agent, with strong drive for results, who drives projects through the business A natural leader, with high levels of ownership and accountability for decision making, capable of taking tough decisions for the benefit of the wider business Strong professional maturity and emotional intelligence: clear ability to manage through ambiguity and deal with difficult people or situations, resolving conflict in a constructive and timely manner.

Be Collaborative:

Compelling oral and written communication skills, total fluency in Hindi and the English language with excellent presentation development and delivery skills

Exceptional interpersonal skills and natural ability to build productive relationships and partnerships Persuasive, able to put across a point of view convincingly, leveraging diverse thinking Works powerfully with and through people, using influence to accomplish goals

Be Creative:

Innovative mindset, out of the box thinker, recognizing opportunities and delivering creative solutions High energy self-starter, independently prioritizing tasks, challenging current thinking and leading change Commercially aware and able to integrate customer agenda into thinking

Be a Champion:

Dedicated manager and accomplished developer of talent, with ability to lead, inspire and motivate others Highly brand literate, passionate brand builder with a strong affinity for the consumer and their motivations A behavioral role model


Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. 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.

Business Area: Emerging International Division

City: Gurgaon

State: Haryana

Country: IND

Req ID: JR-00002986