Senior Associate - Sales Force Automation (SFA) & Commercial Excellence

Role Purpose

Act as a business advisor to Sales Operations and field teams, leveraging SFA and commercial excellence processes to improve outlet penetration, sales-out performance, and trade program effectiveness. This role combines system management with consultative support and coaching to drive execution excellence.

Key Responsibilities

• Manage and maintain SFA system for accurate daily and weekly performance tracking.
• Ensure data integrity and timely updates across all modules.
• Analyze sales-out trends and penetration performance to identify improvement opportunities.
• Conduct commercial excellence checks to ensure compliance and execution quality.
• Prepare and deliver weekly and monthly reports on sales performance and commercial execution.
• Evaluate trade program effectiveness and incentive ROI.
• Coach and guide Sales Operations and field sales teams on improving outlet penetration and execution quality based on data insights.
• Collaborate with Sales Operations to implement corrective actions and optimize execution efficiency.

Qualifications

• Bachelor's degree in Business or related field.
• 2–3 years of experience in sales operations, analytics, or system support (SFA/CRM preferred).
• Strong analytical skills; proficiency in Excel and Power BI.
• Ability to interpret data and provide actionable recommendations.

Key Competencies

• Consultative mindset with strong influencing skills.
• Analytical thinking and problem-solving.
• Strong communication and coaching skills.
• Ability to manage multiple priorities under tight timelines.

Business Impact

• Drive penetration improvement through targeted advisory and coaching.
• Enhance sales-out performance by enabling smarter decisions.
• Optimize trade spend ROI and ensure compliance with commercial standards.
• Build capability in Sales Operations and field teams through coaching and guidance.

KPIs for Performance Evaluation

• Penetration Improvement as assigned territories.
• Reporting Timeliness: Weekly ; monthly reports
• Insight Quality: Minimum 3 actionable recommendations per month leading to measurable improvement.
• Commercial Excellence Checks: 100% completion of scheduled audits with documented findings.
• Coaching Effectiveness: At least 2 coaching sessions per month with documented impact on execution KPIs.