CBU Manager

Job Description :

The position is primarily responsible at CBU level to drive Net Sales (Tractors, Spares, Implements), volumes as per CBU plan, CNHi Capital penetration, Delinquency and Operating Budgets in line with CNHi commercial guidelines and processes. The incumbent leads the team as CEO for the CBU with complete ownership of Sales Operations (nos), Revenue Streams, Operational/Tactical Marketing, Incentive Plans, Channel and Channel Finance Management, After Sales and Service support, Spares Management, Implements and Applications related to tractor business. The incumbent will Plan, review and monitor annual CBU Sales targets; Build dealer network relationships and guide dealers in business plan development with the objective of enhancing sales volumes for the respective CBU and enhancing the customer base for the organization within the organizations sales strategy and CNH guidelines.

The position will primarily be responsible to handle Sales revenue of INR 450 million to INR 900 million from the smallest to the bigger CBU with peak volumes ranging from 750 to 1500 tractor units. (Punjab, Mah1, MP1 being the bigger CBUs and West Bengal, Southern states being the smaller CBUs).

Primary and Secondary duties:

The job responsibilities for the position can be broadly categorized in following deliverables:

Sales Operations:

Prepare business forecasts and Annual Operating Plan (AOP) for the CBU for tractor, spare parts, rotavators and implements considering the industry, market share and inputs from Area Managers/Executives.

Finalize CBU and state wise, targeted annual volumes and cascade into monthly targets by CBU, area, taluka, dealer, model wise, etc.;

Monitor and review monthly volume target achievement by CBU, area, dealer, etc.; Identify focus areas and course corrections in order to maximize target volume achievement;

Review target achievement feasibility at month end and distribute readjustments if required to Area Managers/Sales Executives; Review and suggest opportunities for after-sales enhancements in terms of parts, labour, reach, etc;

Share product feedback with Product Marketing in order to plan and achieve the volume targets for the CBU

Review promotional activity (Demonstrations, publicity, bazar displays, etc.) budgets and calendar;

Conceptualize and initiate promotional activities and customer reach program as required; Provide own comments basis promotional activity requirements for pushing volumes and share to Area Manager/Sales Executives;

Participate in large customer meets and events; Follow up on event approval, if required in order to enhance sales through existing and new customers

Channel Management:

Periodically review dealer performance through business reviews, evaluate gaps and draw out trends;

Seek out opportunities for enhancing volume sales and provide directions; Negotiate with dealers on the dealer promotional activity investments to enhance dealer investments for the same;

Build relations with dealers, propose ideas for enhancement of sales and seek buy in for the goals; Understand dealer and customer issues and propose mechanisms to reduce the same;

Monitor dealer to customer outstanding i.e. Advance Deliver Status (ADS) tracking; Monitor the customer quality to safeguard own exposure and dealer profitability

Dealer Working Capital; Retail Finance & Incentive Management:

Facilitate CNHi Capital in achieving their business goals/Objectives

Build relations with financers through visits and follow up for specific / critical cases for retail finance in order to better enable dealer sales and strengthen channel partners

Review the average per tractor incentive budget for the month and the impact of average tractor incentive per dealer and provide inputs; Review the current priorities such as stock, overall sales, season, resources, etc.;

Determine mechanisms or frequency of incentive distribution to enhance the motivational value of the incentive plan for the dealers (e.g. delivery based incentive schemes) in order to enhance dealer sales volumes and dealer motivation

Monitor dealer fund rotation, need for enhancement of bank guarantee / securitization and timely renewal of security/BG; Discuss with dealers regarding issues;

At quarterly business review, discuss the working capital requirements and need for additional funds and security from the dealer based on seasonal/peak requirements; Review the deviations on credit proposal for dealers from Area managers/Sales executives;

Evaluate and determine the cause and feasibility for approving the deviation based on the dealer history, credit worthiness, repayment capacity, vintage with company, etc.;

Legal Matters:

Monitor adherence to timelines for court representation and completion of documentation for legal and consumer forum cases in order to drive adherence to financial compliances and facilitate adequate credit control.

Leadership/Team Management Responsibility:

The CBU Manager leads the CBU sales team and dealers, inspiring and leading them from the front to achieve challenging goals.

The CBU Manager responsibility is to keep the team s morale and motivation high and keeping the team focused and aligned to the organization s sales goals.

Education/Qualifications: B. Tech (Agri. Engg./Mechanical) with preferably MBA Marketing

Essential experience and skills: 15 + years of experience with at least 5 years in rural automotive sales and age of 35-40 years

The incumbent is primarily responsible for driving the Sales volumes and initiatives of the company with a specific focus on Sales Revenue, and market Share of the CBU. The positions will be directly responsible to take care of delinquency and Overdues, CNHI Capital penetration in CNHi capital CBUs and also for budgetary adherences related to incentives, activities, travel etc. The incumbent is required to guide and handle entire customer interfacing verticals of Channel Sales, Institution Sales, Network, Product Support and After Sales, Parts, Operational Marketing and CNH Capital Finance. The incumbent is expected to multi-task, and have strong business acumen with a strategic bent of mind. He is expected to handle multiple teams at multiple locations at CBU level and have a strong business finance competency. The position will handle high levels of geographic and cultural diversity and market uncertainty due to complex business dynamics of India rural landscape. The incumbent has to be strong People Manager and leader who has a knack of identifying and developing talent. The position will closely work with HR to drive and support to builds Sales competencies in the team, mentor Area Managers/Sales Executives/Product Support Teams, and focus on building succession and talent pipeline in the commercial organization at CBU level.