Assistant General Manager - CRM

About the Company

Requirements

• ● To lead and govern the international distribution business and customer relationship management function for the Ortho vertical. The role is accountable for export sales invoicing , customer acquisition and upgrades , premium-product revenue mix , DSO and collections, forecasting, order-to-cash governance, customer service, distributor management, process compliance, digital transformation through SAP and Salesforce, and the development of a robust CRM organization. The role must provide clear commercial direction, review performance at defined intervals, remove execution bottlenecks and ensure that business commitments are delivered through disciplined cross-functional coordination.
• ● Translate the approved annual international distribution strategy into market-wise, quarter-wise and customer-wise execution plans.
• ● Own the achievement of the approved export distribution sales invoicing target and review progress against quarterly milestones.
• ● Drive year-on-year growth through existing-customer expansion, new customer acquisition, customer upgrades and improved premium-product penetration.
• ● Review the performance of assigned regions, distribution partners, direct offices and customer segments, and implement corrective actions for target gaps.
• ● Lead preparation for the annual business plan and budget process and ensure that the operating plan is supported by realistic forecasts, customer actions and collection plans.
• ● Engage existing and potential international customers for business development and relationship expansion.
• ● Establish customer-segmentation priorities and ensure structured engagement with A and B customers, along with periodic follow-up for C and D customers.
• ● Drive business from new and upgraded customers in line with the approved annual and quarterly contribution targets.
• ● Review regional opportunities, market constraints, forecast-versus-actual gaps and customer-specific actions with regional stakeholders.
• ● Ensure a high and consistent level of service to existing and potential customers throughout the enquiry-to-order, order-to-shipment and post-shipment lifecycle.
• ● Lead CRM governance across assigned markets, including customer master data, follow-up trackers, customer health reports, customer feedback, open-point closure and service escalations.
• ● Ensure timely customer communication on order status, documentation, payments, shipment schedules, complaints, returns and regulatory requirements.
• ● Review customer follow-up presentations, customer-focused inputs, collected 4Q feedback and customer action plans before management reviews.
• ● Ensure that the CRM team maintains complete, accurate and current records in Salesforce, SAP and approved trackers.
• ● Govern the 12-week rolling forecast process and ensure that forecast inputs are collected, validated, consolidated and reviewed at the prescribed frequency.
• ● Review the monthly invoice plan, expected sales and collection position, order pipeline, dispatch readiness and forecast-versus-actual challenges.
• ● Review sales, order, invoice and collection dashboards and ensure that data is available for global sales and collection performance meetings.
• ● Ensure periodic review of order-to-shipment reports, customer health reports, pending sales orders and key operational trackers.
• ● Own DSO performance for the assigned international distribution business and drive progressive achievement of the approved quarterly DSO milestones.
• ● Review customer ledgers, overdue and due receivables, collection plans, credit risks and shipment holds with the CRM team.
• ● Ensure that monthly collection plans are prepared, communicated and actively followed up with customers and internal stakeholders.
• ● Ensure that proforma invoices, sales contracts and orders are processed within the approved turnaround time, subject to receipt of advance payment where applicable.
• ● Ensure that orders are correctly created, verified, approved and released in SAP and that OBD, invoicing and shipment activities are completed within defined service levels.
• ● Escalate material payment, credit, documentation or shipment risks early and ensure closure through cross-functional coordination.
• ● Oversee preparation, validation, issuance and execution of distributor agreements for assigned markets.
• ● Ensure that agreement data is correctly uploaded and maintained in SAP and Salesforce.
• ● Oversee preparation and customer acceptance of sales contracts, pro forma invoices and related commercial documents for each order.
• ● Drive implementation and adoption of the Agreement Module in Salesforce in accordance with the approved project plan and go-live milestone.
• ● Ensure document completeness, version control, approval compliance and accessibility for audit and operational use.
• ● Review order and logistics efficiency, pending dispatches, shipment risks and order-to-shipment performance with CRM and logistics stakeholders.
• ● Support the transition and review of FOB-to-CIF processes and ensure that nominated-agent details are made available for FOB shipments where required.
• ● Review non-moving stock and ensure that market, customer and shipment actions are defined and tracked to reduce inventory risk.
• ● Ensure timely resolution of documentation, payment, regulatory and logistics issues that may delay shipment.
• ● Govern implementation of the Salesforce Freight Portal and ensure process adoption after go-live.
• ● Ensure that product registration information and certificates received from customers or regional teams are shared with the Regulatory function in a timely manner.
• ● Ensure follow-up on product registration trackers with the Regulatory team for assigned markets.
• ● Ensure collection and tracking of customer-wise and product-wise post-market-surveillance feedback in line with defined requirements.
• ● Ensure that customer complaints are supported by complete complaint forms and routed through the approved quality-management process, including Track Wise/DMS activities.
• ● Ensure that goods-return details are correctly processed in SAP after confirmation from the relevant stores or operations team.