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:
• LinkedIn:
• 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.