Retail Marketing Head
Noida
In the mobile handsets industry KRO is playing a vital role for brand building & also contributing >60% business. To have retail engagement at a greater place, we come-up with retail operations structure.Key Responsibility:• Built the overall strategy, structure, processes and systems to manage Key Retail Outlets, which includes KRO Engagement, Marketing and promotion at the KRO, SKU wise sell-out, Budget Management & KPI measurement and improvement• Build LRE life cycle management process, that includes Sourcing, Hiring process, Induction, Regular trainings viz. product & skills etc., Promoters work ways, Performance measurement and reporting, Compensation and benefits, Rewards and Recognition, Career progression and norms for absorption, Communication and timely disbursement of incentive programs & Exit process• Ensure that the business being done from the KROs is as per the guidelines and policies laid down by Lava.Key Achievements: Identified right structure, appointed 3 State Retail Managers, 15 RMEs (TL) & 2 Trainers. Initially started with 146 LRE & within very short span ramped-up to 650 nos with the maximum profitability. Identified new way of appointing promoters as commission agents (IBO), thru which we were able to save cost of 2 cr annually. Rolled out an application naming “Lakshya” for robust sellout reporting & stock management system outlet wise, thru which we were having real time reporting system. Contribution from KRO to overall business increased from 9% to 25% by retail operations, impact in revenue was 20 cr per month. A program: “Star Program” an assured career path to all promoters rolled out, which helps us to manage promoter’s lifecycle.