Senior Sales Manager at Dunn & Braxton

Job Summary

• The company is seeking to hire a Senior Sales Manager – Spare Parts who will be responsible for the complete sales charter and operational delivery of the spare parts business through the dealer and distributor network. This role requires a balance of high-level channel management and operational oversight to ensure the company's spare parts vertical achieves full primary and secondary sales targets, channel profitability, and healthy inventory management.
• The ideal candidate must be a commercially driven professional who blends deep knowledge of dealer network expansion with a proven track record of hitting top line and bottom-line targets.
• They must be a strategic leader capable of managing commercial policy and developing the field sales team to ensure the company's business strategy converts into measurable market performance.

Key Responsibilities

• Own and deliver the annual spare parts sales targets (primary and secondary) for the assigned region/territory through the dealer and distributor network.
• Develop and execute the spare parts sales and go-to-market strategy, including potential mapping, business planning, and target setting for channel partners.
• Drive secondary sales growth by improving market penetration, width and depth of network coverage, and product range availability across towns and untapped territories.
• Evaluate, appoint, and develop dealers, distributors, and stockists based on vehicle population, demand potential, and white-space analysis.
• Formulate and implement the spare parts commercial policy, distributor margins, credit norms, and incentive schemes in line with organizational profit objectives.
• Hold direct accountability for the P&L of the spare parts vertical, ensuring the targeted gross profit is achieved while managing pricing, discounting, and scheme spends.
• Track and review dealer/distributor performance against principal objectives, aligning channel partners with business directives and OEM guidelines.
• Plan and oversee promotional and demand-generation activities (mechanic meets, retailer meets, road shows, campaigns) to enhance genuine parts visibility and preference.
• Lead, coach, and review the field sales team (Sales Managers / ASMs), setting individual targets and driving a structured review mechanism for sales force productivity.
• Oversee warehouse and supply-chain coordination to ensure timely parts availability from inbound to channel end-users.
• Generate business intelligence through DMS/CRM data and custom reporting to guide decisions on inventory, customer clusters, and growth opportunities.

Targets and KPIs

• Primary and secondary sales value and volume achievement (%).
• Gross profit / contribution margin of the spare parts vertical.
• Market share growth and network coverage (width & depth).
• New dealer/distributor appointments and active retailer count.
• Inventory health – fill rate, non-moving stock liquidation, and ageing.
• Collection / credit control and overdue management.
• Team productivity and individual target achievement of direct reports.

Key Requirements

• Graduate in any discipline; MBA in Marketing/Sales preferred.
• 10–15 years of experience in spare parts / auto components / aftermarket sales, with at least 4–5 years in a senior or team-leadership capacity.
• Proven track record of managing sales through dealer and distributor networks with full target and P&L ownership.
• Strong experience in channel appointment, commercial policy design, and secondary sales development.
• Sound understanding of inventory management, demand planning, and aftermarket dynamics (2W/3W/4W/CV as relevant).
• Proficiency in SAP / CRM (Siebel or similar), DMS, MS Office, and analytical tools.
• Strong leadership, negotiation, and analytical skills with willingness to travel extensively.

Compensation
Competitive & Negotiable.