Sujit Velliyath

Role :
o Setting of Short and long term Objectives and goals
o Annual Sales and Operation budget and monitoring performance to budget
o Developing Strategies consistent with over all goals & Objectives of business
o Consulting, Developing and implementing marketing concepts for brand positioning.
o Conceptualization Trade marketing for brand development - both ND and WD
o Directing, Over Seeing, Evaluating activities of sales team by Review Mechanism
o Working on cost lines (RM/PM, Manpower, Logistics, Discounts, Market Returns)
o Distribution Expansion in line with Organization Objectives, Consolidation and realignment where required
o Associate, Distributor and Retailer Engagement Programs for long term association.
o New Product Launches for gaining Brand market share
o Implementation & Execution of Sales Automation
o Training & Development.
o Rewards & Recognition

o Begin with Annual Business plan
o Accountable for Top & bottom line
o Budgeting to CPC
o Accountable for both Primary & secondary business
o Arresting Distribution & redistribution gaps
o Increase Numerical & Vertical Distribution
o Increase Drop Size
o Control discounting
o Marketing plans & execution
o Production plan as per ABP
o SKU outsourcing/ procuring plans
o On the whole handling of operations

Role as GM - Sales

Primary Responsibility

• Primary responsibility on EBITA.
• Primary & Secondary planning
• Designing Incentive & commission structure for Channel.
• Plan on marketing activities.




Secondary Responsibility

1) Distribution Dimensioning
2) Increase Retail Penetration & Increase Counter Share
3) Setting of Market Coverage norms & Implementation
4) Increase Visibility in retail
5) Plug Gaps in Distribution and recommend correction
6) Resolving channel specific issues

Role as Prepaid & Distribution Head

Distribution Head
1) Distribution Dimensioning (Pre Paid, Post Paid, PCO)
2) Increase Retail Penetration & Increase Counter Share
3) Designing Market Coverage norms & Implementation at Channel
partner Level (Channel Discipline)
4) Increase Visibility in retail (Innovative merchandise)
5) Designing New Business model (Cross Selling)
6) Identifying Gaps in Distribution and recommend correction
7) Resolving channel specific issues across BU’s in the circle with in
timelines (Channel Health & Relationship, control channel
attrition )
8) Initiating, implementing & monitoring rewards & recognition for
Channel Partners, FOS.
9) Implementation of Certification Training for Zonal Heads, Channel
Manager, FOS, Channel Partner across BU’s.

Prepaid Head
• Primary responsibility on Prepaid EBITA for circle
• Primary & Secondary planning for the circle ( Recharge &
handset)
• Designing Incentive & commission structure for Channel.
• Designing Marketing plan for the circle.

Handled two Business Divisions

• Bulk Water - Retail & Corporate
• CSD Business - Corporate


Responsibility with Hindustan Coca Cola Beverages P Ltd :
(On the whole responsibility on P&L)

1) Channel Management
2) Sales planning & Monitoring.
3) Business development.
4) Accountability on Revenue for the Business.
5) Team Management (includes on the job training to associates).
6) Marketing Initiatives (Designing Promotions).
7) Budgeting.
8) Strategising.
9) Logistics planning.
10) Credit Control.
11) Channel development

Based at the Regional Office in Hyderabad and handling 7 branches for my Product Portfolio for One & half Year and prior to that One and half yrs in Kerala ICICI Bank Regional Office as Regional Product Manager heading a product and handling entire Kerala which includes appointment of DSA, Recruiting of Executives and setting up a team, Target distribution, follow up & achievement of targets, monitoring client wise uploads, developing structured client approach (segment wise), Tracking Branch performance

Worked as Territory Executive handling entire Coastal Andhra Pradesh for one year.
Work description : Channel Management (Pushing Secondary inorder to ensure Primary target is met)
Brand Building by creating impulse (Merchandising thro distributor sales man) Designing & Conducting Promotions for the area.
After one year promoted as Sales Promotion Executive handling two states.Was much into handling of key stores ( Designing innovative promotions and effective merchandising for Impulse Purchase).Training all company territory Executives on new product and strategy for selling.

Started in Nestle as Junior officer went on to grow as Sales Officer.
Work Description: Was into channel management handling both Food & Confectionary.
Appointing of new distributors, Pushing for Secondary so that primary targets was met and to achieve month on month target on all SKU's.
Worked in different markets entire Andhra Pradesh including Rural Market & City market.
Very aggressive in market for placement and penetration into new markets.
Had the previlage of handling different profiles owing to success in projects handled.

Worked as a Marketing Executive and was into Industrial Selling.