Job Description

Own all CRM-related analytics for the designated market. Accountable for driving insight generation and performance planning through analytics and reporting, while adapting to lower automation and higher complexity environments.

Support frontline sales teams by enabling data-driven decision-making, optimising territory and coverage planning, and driving performance improvement through robust sales analytics, planning tools, and reporting.

Ensure integrity of key sales systems and tools and play a pivotal role in translating data into actionable insights for executional excellence.

Key Responsibilities

1. Outlet Universe Data & Systems Management

• - Manage master data for outlets/customers, ensuring accuracy of customer records and attributes, including duplication reduction, accurate contact details, addresses, and geo-tag completion. 
• - Audit and validate outlet master data to ensure structural integrity and accuracy. 
• - Enrich outlet databases with geo-demographic, social, and economic attributes. 
• - Leverage tools such as Power BI, SFA reports, and cash-up models to identify performance gaps and drive data-based insights. 

2. Coverage & Callage Management

• - Execute territory and callage plan refresh cycles on time. 
• - Use journey planning tools to align monthly call plans with working days, training schedules, and business activities. 
• - Support territory allocation using geo-mapping, outlet count, travel time, and sales volume to ensure balanced workloads. 
• - Assess time spent on customer calls and market activations versus administrative activities to maximize selling efficiency. 
• - Conduct quarterly efficiency and capacity utilization analysis and recommend improvements for ideal coverage and callage. 
• - Identify productivity drivers and coverage gaps across territories and recommend corrective actions to frontline managers and sales representatives. 
• - Maintain and update capacity planners to evaluate the impact of sales drivers, vacancies, and new initiatives. 

3. Performance Management & Improvement

• - Define and monitor new store acquisition targets and integrate prospecting as a measurable performance metric. 
• - Set and track KPIs such as Callage, Coverage, MES, Distribution, and Activations for each sales representative. 
• - Identify performance gaps and collaborate with stakeholders to propose targeted interventions and improvement strategies. 

4. Business & Financial Acumen

• - Apply analytical tools such as cash-up models and capacity planners to identify commercial opportunities in a standardised and scalable manner. 
• - Assist in campaign performance reviews using defined metrics. 

Key Skills & Competencies

• - Strong analytical skills with hands-on experience in Excel, Power BI, and CRM/SFA systems. 
• - Ability to challenge data anomalies and ask the right questions before building dashboards. 
• - Strong attention to detail in data management and reporting. 
• - Ability to manage stakeholders effectively, document assumptions, and close action loops. 
• - Ability to translate data into clear, actionable insights and explain recommendations in simple business language. 
• - Understanding of sales processes and frontline sales realities. 
• - Strong communication and cross-functional collaboration skills. 

Education & Experience

• - Bachelor’s degree in Engineering, Statistics, Economics, Mathematics, Commerce, Analytics, or equivalent. 
• - 0–5 years of experience, including relevant internships. 
• - Exposure to advanced Excel, Power BI, CRM/SFA systems, mapping tools, distributor sales data sources, and master data repositories. 
• - Field sales frontline experience preferred.