Commercial Excellence Manager

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Quote from Hiring Manager

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.

Meaningful Work From Day One

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.

What You Can Expect

• 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 new 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.

What You Bring to the Table

• 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.
• Exceptional interpersonal and communication skills, demonstrating a strong capability to influence cross-functional teams without direct authority.
• Senior-level training skills with a passion for consistently upgrading the capabilities of internal and external field teams.
• A self-motivated, result-oriented mindset with the ability to decide, initiate action, navigate complex challenges, and think out of the box.

What Makes You Unique

• 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.

Who We Are

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

What We Offer

Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

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