Rana Ghosh

•18+ Years experience in Handling Sales, Distribution, Marketing and category management for Radico Khaitan, Diageo, USL and Colgate Palmolive in various geographies across West Bengal.

•Diving business through key accounts and establishing strategic partnership to increase the revenue.

•A proactive leader and planner with expertise in strategic planning, market plan, execution, account management and pre-sales efforts with skills in staffing and targeted marketing.

•Exceptionally well organized with track record that demonstrates self-motivation, creativity and initiative to achieve both personal and corporate goals.

•Able to plan for team and structure their working.

•Goal-oriented and Passionate about delivering results and constantly seek to improve.

Radico Khaitan Ltd. - November 19 - Present - Manager Sales

Area of Operation: South Bengal Market including – 7 district comprising of 1900 retail outlets and 7 Govt Depots. ( Corporation Market )

Key Deliverables

• Handling an average business volume of 1,20,000 cases yearly with a team of 3 TSEs and 13 TSRs.
• Responsible for achieving primary and secondary sales in the area, as well as achieving NSV targets.
• Responsible for developing and maintaining the team through motivation, identifying areas for improvement, coaching, counseling, skills development, and updating product knowledge.
• Developing and maintaining the business plan and regularly monitoring individual and team performance through sales reports, and taking corrective action through cyclical sales meetings.
• Setting targets for distribution width for the team and monitoring at the retail level to ensure availability of relevant SKUs and variants of respective brands in the area.
• Recognizing and celebrating team and team member achievements.
• Designing and executing secondary schemes and tie-ups to achieve volume and market share increases in the area.
• Planning and executing consumer-centric activities in the area, focusing on generating trials and increasing penetration.
• Utilizing promotional budgets and merchandising activities at the retail level to achieve sales targets and increase brand awareness.
• Managing new product launches in the area.
• Regularly conducting retail outlet audits to study market share movements and track market share.
• Work with the team to improve market working discipline, to ensure PJP adherence and ensure college and coverage as per the company norms.
• Regularly monitoring depots and production units to ensure uninterrupted supply of stocks as per projections.
• Coordinating with internal stakeholders such as marketing, supply chain, finance, and HR for smooth operations in the area.

Key Achievements

AVG 8 PM Black volume increased from 100 CS to 500 CS within 2 months.

Average WOD of 8 PM Black increased from 35 to 200 in South Bengal.

Started – Google forms based on-premise activation. Which gathers the consumer database automatically and connects with the consumers very easily.

Successfully launched – Contessa Rum, 888 Whisky, Old Admiral Whisky, Royal Lancer Whisky, Black Car Rum, After Dark Whisky, Rampur Single Malt, Jaisalmer Gin and Morpheus XO Brandy in South Bengal market.

Diageo India - July 2017 to October 2019 - Manager Sales

Area of Operation: East & West Bardhaman districts, Purulia, Murshidabad & Birbhum Districts comprising of 1200 retails outlets and 6 Govt Depots. Annual turnover exceeding Rs. 200 crores (approx). ( Corporation Market ) Leading a team of 27 (4 TSEs, 17 SEs & 6 Merchandisers)

Key Deliverables

•Overall Business Management of the Area - Business deliverables including Primary & Secondary sales in Value, Market share and Inventory Management.

•Drive Spends efficiency in terms of superior NSV per case generation vs norms.

•Execute Diageo's strategy of Premiumization across product segments thru responsible selling.

•Excellence in Outlet Execution ( Route to Consumer – QDVP 3 ) delivered thru team of 4 TSEs, 17 SEs & 6 Merchandisers.

•New consumer generation through various On Premise activation.

•Increase On Premise brand visibility and price correction through menu card printing.

•Trade Management thru effective engagement and expectation management.

•Effective Management of team thru work delegation, coaching & mentoring.

•Coordinate with inter-department functions like Finance, Manufacturing & Supply for smooth operation.

•Ensure superior customer/consumer service thru faster resolution of issues & complaints.

•Proficient in management and marketing of a wide bandwidth of products in the domestic marketing arena with demonstrated initiative.

•Demonstrated abilities in brand building, all forms of brand communication, growing brands sales and consumer franchise and managing professional associates.

Channel Management/ Distribution Management

Setting up the complete distribution in unexplored markets after studying the market dynamics, buying behavior and pattern as well as required penetration.

Identifying and developing reliable dealers/ distributors/wholesalers for increasing market availability and visibility.

Managing smooth and hassle free operations ensuring sufficient inventory at each sales / distribution outlet as per the market demand by closely coordinating with manufacturing units

Key Achievements

•Best in Spends Efficiency in the Region - NRM champion award from HO F18 - Q1.

•Delivered average business of 30K Case (9L) in a month with 3Yr CAGR of 9%.

•F19 NSV achievement 103% against NSV budget of 47Cr.

•Top performer in Diageo World Class Practices Outlet execution ( QDVP 3 ) in the RPC for the 2 Quarters of FY19 – Audited by Nielsen.

 

United Spirits Ltd - April 2006 to June 2017 - Area Sales Executive

Area of Operation:

Burdwan East, Burdwan West and Purulia’s complete Diageo portfolio sales with six territory sales executive and 12 switch promoter.

( Distribution Market )

Key Achievements

•Developed strong, sustainable relationships with channel partners.

•Achieved 60% market share in lower prestige and 25% market share in mid prestige brands.

•Team consistently achieved #1 position on QDVP3 execution.

•Implemented SMILE software in 5 distributor.

•Introduced classification of outlets for Branding.

Colgate Palmolive - June 2005 to March 2006 - Sales Officer

•Achieving the proposed monthly targets of primary and secondary sales.

•Handling of stockiest in a most efficient manner.

•Supervise the Red Force (RFC) and Pilot Salesman (PSM)

•Track the performance of the stockiest salesman.

•Collection and checking of stockiest claims and submit to the branch office for sanction.

•Identifying and networking with financially strong and reliable dealers/channel partners, resulting in deeper market penetration and reach.

•Training the Channel Partners and their executives and making them aware of the policies and strategies.

During the period also worked for the launch of Colgate Active Salt.

MBA - 2005 - West Bengal University Of Technology.

BSc Computer Science - 2002 - Calcutta University.