Assistant General Manager - CRM

Job Description:

Department: Ortho

Job Title: Assistant General Manager - CRM

Job Location: Corporate Office, Ahmedabad

Experience Required: 15 to 20 Years

Role Objective:

• 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.

Role and Responsibilities:

International Business Strategy and Revenue Delivery

• 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.Business Development and Customer Growth
• 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.CRM and Customer-Service Governance
• 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.Sales Forecasting, Invoice Planning and Performance Reviews
• 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.Order-to-Cash, DSO and Collection Control
• 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.Distributor Agreements and Commercial Documentation
• 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.Logistics, Shipment and Inventory Coordination
• 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.Regulatory, Quality, PMS and Returns Coordination
• 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.
• Support applicable MDR and compliance audits and ensure timely closure of assigned observations.Systems, Digital Transformation and Process Improvement
• Drive SAP-Salesforce automation, Salesforce master-data quality, process controls and management dashboards, including Power BI or other approved tools.
• Lead the Agreement Module and Freight Portal projects in Salesforce from project initiation through go-live and stabilization.
• Support development and adoption of online PMS feedback tools and other approved CRM/process solutions.
• Review process performance, identify control gaps, standardize workflows and sponsor continuous-improvement initiatives through the Menlo Park/Kaizen mechanism.Management Reporting, Meetings and Compliance
• Prepare and present accurate information for management reviews, global sales and collection performance meetings, customer-focused meetings and business-plan discussions.
• Ensure that dashboards, trackers and review packs clearly show target achievement, DSO, collections, forecasts, customer actions, premium-product mix, new/upgrade business and project status.

Functional Skills Required:

• International distribution sales strategy and business development
• CRM governance, customer lifecycle management and service escalation
• Sales forecasting, gap analysis, pipeline and performance dashboards
• DSO, receivables, collection planning and credit-risk management
• Order-to-cash process, SAP order release, OBD, invoicing and shipment coordination
• Distributor agreements, sales contracts and proforma-invoice governance
• SAP and Salesforce implementation, automation and master-data control
• Management reporting, Power BI/analytics and executive presentations
• Regulatory registration, PMS feedback, complaint and returns coordination
• Process improvement, SOP governance, audits, budgeting and project management
• Team structure design, performance management, coaching and capability building

Behavioural Skills Required:

• Customer orientation and service ownership
• Commercial drive, aggressiveness and will to win
• Innovation, adaptability and change leadership
• Entrepreneurial thinking and opportunity orientation
• Passion, commitment and personal accountability
• Analytical thinking and evidence-based decision-making
• Clear communication, influencing and cross-cultural stakeholder management
• Respectful people leadership, coaching, collaboration, high process discipline, integrity, effective prioritization and timely action closure

Team Size to be Handled:

• Role involves managing a team of 2 members.

Specific Professional Competencies:

• Business Acumen, Customer Focus, Drive for results, Problem-solving, Peer relationship, Negotiation skills, Functional/ technical skills, Presentation skills, Adherence to Ethics and Values, Integrity.

Important Links:

• Website: https://biotechhealthcare.com/
• LinkedIn: https://www.linkedin.com/company/biotechhealthcare/
• Instagram: Biotech Vision Care

Biotech is an Equal Opportunity Organisation promoting diversity while ensuring no discrimination on any ground, including gender, race, religion, age, sexual orientation, disability, etc.