Overview Job Description Role Title: Associate Director – Sales Capability Level: L10 Function: Commercial / Sales Location: Gurgaon, India Role Purpose Lead the design and execution of sales capability development across frontline sales teams to drive superior in-market execution and sustainable business growth. The role will blend structured capability building with hands-on field coaching to ensure translation of training into on-ground performance. Success Metrics Improvement in frontline productivity and execution KPIs Capability adoption across regions Improvement in sales team effectiveness (CE/ASM capability scores) Measurable ROI from training interventions Leadership Expectations Acts as a bridge between strategy and execution Leads by example through field immersion Builds a high-performance learning culture within sales teams Responsibilities Key Responsibilities 1. Sales Capability Strategy & Program Design Develop a comprehensive capability-building roadmap for: Frontline Salesmen (FLS) Customer Executives (CEs) Area Sales Managers (ASMs) Identify capability gaps across markets, channels, and roles using performance data and field insights. Design functional training modules covering: Route-to-market execution Perfect store / outlet execution standards Sales fundamentals (coverage, distribution, visibility, productivity) Negotiation and influencing skills Distributor management Pace/ tech Usage WEC Adoption Ensure alignment of capability programs with business priorities and commercial strategy. 2. Training Delivery & Field Immersion Lead end-to-end rollout of training programs across regions. Institutionalize a “learn → apply → coach” model: Classroom/digital interventions On-the-job coaching in markets Spend significant time (~30–40%) in-market: Work alongside salesmen, CEs, and ASMs Demonstrate best practices Provide real-time coaching and feedback Build structured field coaching guidelines and playbooks. 3. Capability Building for Sales Leadership Design and deliver targeted programs for CEs and ASMs on: Team leadership and coaching effectiveness Performance management Territory planning and execution Enable ASMs to become strong capability multipliers through “train-the-trainer” approaches. 4. Measurement & Impact Tracking Develop metrics to track effectiveness of capability initiatives: Sales productivity improvement Numeric & weighted distribution gains Execution scores (visibility, availability) ROI of training interventions Establish feedback loops to continuously refine training content and delivery. 5. Content Development & Digital Enablement Create standardized, scalable training content (modules, playbooks, toolkits). Leverage digital platforms for training delivery and reinforcement (micro-learning, assessments). Partner with internal/external stakeholders to bring industry best practices into capability programs. 6. Stakeholder Management Work closely with: Sales leadership (ZSMs, RSMs) Commercial strategy teams HR / L&D teams Ensure strong buy-in and adoption of capability initiatives across regions. 7. Team Leadership Lead and develop 1 direct report. Guide execution of capability initiatives through the team and cross-functional collaboration. Qualifications Qualifications & Experience MBA from a premier institute. ~8–14 years of experience in Sales / Commercial / Capability / L&D roles. Strong exposure to FMCG sales operations preferred. Prior field sales experience is highly desirable. Key Skills & Competencies Deep understanding of FMCG sales processes & frontline realities Strong training design and facilitation capabilities Hands-on coaching mindset with field orientation Data-driven approach to performance improvement Stakeholder influencing & collaboration Leadership development and coaching skills High execution bias and ownership