Influencer Manager - Secondary Sales, Haryana

Job DescriptionInfluencer Manager – HaryanaCompany: Kansai Nerolac Paints Ltd.Base Location: Rohtak, HaryanaDepartment: Sales & Marketing1. Role PurposeThe Influencer Manager will be responsible for driving secondary sales growth and strengthening Kansai Nerolac's market presence across Haryana by effectively managing three key influencer-led channels:Paint ContractorsArchitects & Interior Designers (AIDs)Painting ServicesThe role involves leading a combination of on-role and off-role employees, developing strong relationships with key market influencers, driving focus product liquidation and translating market opportunities into measurable business outcomes.The incumbent will play a critical role in influencing consumer preference and driving secondary sales (liquidation), thereby contributing to sustainable primary sales growth.2. Key ResponsibilitiesA. Business Growth & Secondary SalesDrive secondary sales volume and value across the assigned territory to support overall primary sales growth.Develop channel-wise growth strategies for Contractors, Architects & Interior Designers, and Painting Services.Drive liquidation of focus products and strategic product categories through targeted market interventions.Identify growth opportunities across markets, products, customer segments and influencer categories.Monitor secondary sales performance, identify gaps and implement corrective action plans.B. Influencer Acquisition, Development & RetentionAcquire, develop and retain high-potential Paint Contractors and Architects & Interior Designers.Build strong relationships with key influencers to increase their preference and inclination towards Kansai Nerolac.Identify and nurture emerging influencers with the potential to contribute to future business growth.Leverage existing loyalty schemes, incentive programs, engagement initiatives and brand activities to strengthen influencer relationships.Drive influencer activation, product trials, recommendations and brand advocacy.C. Team Management & ProductivityLead and manage a team comprising on-role and off-role employees.Set clear business objectives, performance metrics and daily activity plans for the field team.Drive productivity through daily performance tracking, regular market visits, joint working and structured reviews.Coach and develop team members to improve their market effectiveness, influencer engagement and business delivery.Monitor individual and team performance, identify capability gaps and take necessary corrective actions.Ensure effective deployment of field resources across priority markets and influencer segments.D. Market Intelligence & Competition BenchmarkingDevelop a strong understanding of the local building materials and paints ecosystem, including the Company–Dealer–Influencer–Consumer value chain.Track competitor activities, product launches, schemes, pricing strategies and influencer engagement programs.Gather qualitative market intelligence through regular interactions with dealers, contractors, AIDs and painting service providers.Connect field-level observations with business data to identify underlying issues, opportunities and actionable insights.Recommend suitable interventions to improve Nerolac's competitive positioning and market share.E. Business Analytics & Performance ManagementAnalyse secondary sales, product-wise liquidation, influencer productivity and team performance.Develop and maintain structured MIS and performance dashboards for effective business monitoring.Identify performance trends, business gaps and emerging opportunities through data analysis.Use data-backed insights to drive reviews, prioritise market interventions and improve execution effectiveness.3. Key Skills & CompetenciesTeam Leadership: Ability to manage, motivate and drive productivity of a mixed on-role and off-role workforce.Paints / Building Materials Sales: Strong understanding of the paints industry, distribution ecosystem and influencer-driven sales model.Channel Management: Ability to develop and manage relationships with contractors, architects, interior designers and painting service providers.Data Analytics: Strong analytical capabilities with the ability to interpret business data and derive actionable insights.Microsoft Excel: Expert-level proficiency in Excel, including advanced formulas, Pivot Tables, data modelling, dashboards and reporting.Logical Reasoning: Ability to connect qualitative market feedback with quantitative business data to identify root causes and formulate solutions.Competition Benchmarking: Ability to systematically track competitor activities and translate market intelligence into business strategies.Execution Excellence: Strong ownership, planning, follow-through and ability to deliver results through disciplined field execution.Communication & Influencing: Strong interpersonal, negotiation and stakeholder management skills.4. Key Performance Indicators (KPIs)Performance will be measured on the following parameters:Secondary Sales Growth: Achievement of secondary sales volume and value targets.Influencer Growth & Retention: Acquisition, activation and retention of productive contractors and AIDs.Focus Product Liquidation: Growth in targeted product categories and strategic product portfolios.Team Productivity: Achievement of defined activity, coverage and business productivity metrics by the field team.Market Execution: Effectiveness of market visits, influencer engagement and implementation of company schemes and initiatives.Competitive Effectiveness: Identification and conversion of market opportunities through effective competitive benchmarking.Analytical Rigor: Quality of business reviews, MIS reporting, insights and corrective action plans.5. Experience & QualificationsGraduate / Postgraduate in Business Administration, Sales & Marketing or a related discipline.Relevant experience in sales, channel management or influencer management, preferably in the paints, building materials or allied industries.Prior experience in managing field teams, including outsourced or off-role employees, will be an advantage.Strong working knowledge of Microsoft Excel and business analytics.Willingness to undertake extensive market travel across Haryana.6. Role ExpectationsThe ideal candidate should combine strong field execution capabilities with analytical thinking. The role requires someone who can understand the realities of the market, build meaningful influencer relationships, lead a field team and use data to identify and unlock business opportunities.The ultimate objective is to build a productive and loyal influencer ecosystem that drives sustainable secondary sales growth and strengthens Kansai Nerolac's competitive position across Haryana.

Skills
Data Analysis, Data Modeling, Excel, Negotiation

Experience
5+ yrs

Work arrangement
No