Sandeep Sarkar

Strategic Business Leader with over 15 years of comprehensive experience in Sales, Distribution, Channel Development, GTM/RTM Strategy and P&L Management within the FMCG, FMCD and Paints sectors. Currently working as State Head at JSW Paints Pvt. Ltd., with expertise in building markets from ground up, scaling operations and leading high-impact teams.

Proven track-record in driving revenue growth and market expansion, having successfully built businesses from ₹0 to ₹130 Cr in Karnataka and ₹0 to ₹120 Cr in West Bengal & Sikkim in less than 4 years. Directed supply chain operations and managed a dealer network encompassing 4,000+ SKUs and 450 retailers. Skilled in devising and executing Go-To-Market (GTM) and Route-To-Market (RTM) strategies, channel partner management and large-scale team leadership.

Highly accomplished in cost optimization initiatives, reducing freight costs from 11% to 6%, and enhancing dealer ROI and sales forecasting. Recognized with multiple accolades, including Best Manager – India (3 consecutive years) and the Best Region Award (2024) for outstanding regional performance.

State Head - JSW Paints Pvt. Ltd. - Karnataka, West Bengal

(2019-06)

Growth Path: 2019 – 2021: Area Manager as Bangalore & Mysore; 2021-2022: Senior Manager as South Bengal & Kolkata; 2022- Till : State Head ( AGM ) as West Bengal & Sikkim

• Spearheaded market entry and expansion, scaling Bangalore, Mysore & ROK from ₹0 to ₹130 Cr and West Bengal & Sikkim from ₹0 to ₹120 Cr, onboarding 450+ retailers.
• Built and led a high-performing sales organization comprising 6 AASMs, 42 Sales Officers, 4 C&F partners, and full distribution infrastructure.
• Designed and executed trade schemes, market-specific promotional strategies & influencer loyalty program (4,500+ influencers) driving brand visibility & sales growth.
• Collaborated with Product Development and Category Heads on new product launches and innovation roadmap, ensuring market-ready solutions.
• Developed and implemented pan-India sales training programs in partnership with L&D, enhancing team capability and retention.
• Played a pivotal role in refining RTM strategies based on market insights, optimizing channel efficiency and operational performance.
• Awarded Best Manager – India for three consecutive years and Best Region Award – 2024, recognizing consistent leadership excellence.
• Achieved two promotions in seven years through consistent high performance and strategic contributions.
• Optimized secondary freight costs, reducing them from 11% to 6%, thereby strengthening the State P&L.
• Drove growth in NSV and ASP, significantly boosting regional profitability.
• Orchestrated go-to-market (GTM) & route-to-market (RTM) strategies to successfully launch of JSW PAINTS in Karnataka and West Bengal, reaching to all Potential Towns and penetrate untapped territories, driving sustained market share growth.
• Led channel and distribution management, optimizing dealer/distributor networks, implementing SFA systems, and improving operational efficiency, resulting in 30% reduction in freight/costs.
• Directed sales planning, forecasting and demand planning, while executing trade marketing and BTL campaigns, delivering 40% CAGR growth and driving 4% improvement in market share.
• Successfully launched apply supply model in Kolkata for better Consumer experience
• Drove channel partner engagement and profitability, resulting in improvement in dealer ROI and enhancing dealer relationships.

Senior Area Manager (Retail Sales) - Kansai Nerolac Paints Ltd. - North East Region (7 States)

(2018-04 - 2019-03)

Managed ₹92 Cr annual revenue, with end-to-end responsibility for dealer network development, commercial targets, and P&L optimization. Optimized cost-to-sales ratio and drove profitability through rigorous budget monitoring and operational efficiency. Directed demand planning and inventory management, coordinating with supply chain for seamless depot operations across 3 C&F agents.

Led and mentored sales teams, ensuring consistent target achievement and high-performance culture. Planned and implemented BTL and marketing initiatives to enhance brand visibility and drive sales growth.

• Improved Order Fill Ratio from 75% to 81%, boosting customer satisfaction and supply reliability.
• Launched and implemented an Influencer Program, provocatively enhancing brand engagement and market visibility.

Area Manager (Retail Sales) - Akzo Nobel India Ltd. - North East India (Assam, Manipur, Mizoram)

(2016-01 - 2018-04)

Managed ₹40 Cr annual revenue across three North East states, supervising full-cycle channel management, demand planning & marketing activities. Led a 20-member sales team, driving performance measurement, capability building, and retention with a 95% retention rate. Designed and executed trade schemes, branding campaigns, and BTL initiatives for retail and channel partners, ensuring dealer profitability and effective credit risk management.

Implemented a Distributor-based Business Model, enhancing market penetration and expanding reach across Assam, Manipur, and Mizoram. Maintained profitability of the distribution business model while adhering to budgetary constraints. Ensured full compliance with safety protocols and statutory regulations for both permanent and contract employees.

• Pioneered Distributor Model adoption in paints across Manipur, Mizoram, and Assam, delivering significant market share gains.
• Recognized for Best Performing ASM Team in the Country for consecutive years 2016 and 2017.
• Maintained 95% team retention, fostering high-performing and stable sales operations.

Trade Marketing & Key Accounts Manager - United Spirits - Diageo - West Bengal & Sikkim

(2015-01 - 2015-12)

Directed sales, key accounts, and trade marketing across North Bengal & Sikkim, ensuring flawless On-Trade/Off-Trade execution and achieving product-wise targets via strong distribution at channel partner and outlet levels. Implemented monthly dealer incentive programs and customer upgradation initiatives to drive premium portfolio conversion and enhance trade engagement. Managed and optimized BTL/TTL budgets, ensuring strict spend-vs-budget compliance and delivering high-ROI promotions and events.

Provided analytics-driven support through MIS reporting, data insights, and back-end sales tracking to strengthen Retail Sales Team performance. Partnered with Marketing and Product teams to design promotions and brand communication while ensuring uninterrupted availability through Bonded Warehouse stock monitoring and timely depredation.

• Conceptualized and executed premium brand events, including "NO1" Event, "Ketel One Nights," and "Scotch Events," enhancing consumer engagement and brand visibility.
• Organized Royal Challenge (RC) re-launch in North Bengal under the "Live Bold Initiatives," driving impactful trade activation and market penetration.

Senior Territory Sales Officer - Asian Paints - West Bengal

(2010-10 - 2014-12)

• Delivered value growth of 6% (FY 2010–11) versus a target of 2%, and 12% (FY 2012–13) against a target of 10%.
• Honored with the Recognition Award for the study on DTS abuse and its impact on dealer profitability.
• Awarded the Mr. Dependable Award for consistent high performance at the country level.
• Received Recognition Award for developing the Model Service Stores initiative.

Route Executive (TSI) - Bengal Beverages (Pvt.) Ltd. (Authorised Bottler Of Coca Cola) - North 24 PGS

(2007-07 - 2008-06)

MBA - Marketing & HR - Siliguri Institute of Technology (W.B.U.T) (2010)

B.B.A. - Techno India Institute of Technology (W.B.U.T) (2007)