Jaya Kumar Kurella Surendra

GTM Strategy - Sales & Distribution - New Product Development - Brands Penetration - Team & Channel Onboarding - Channel Delight - Trade Engagement - Training - P&L - Coordination with CFT - Process Owner

Won the Best Region Award in Pan India for Highest Business Growth and Business Transformation in Rural for 2022-23 and 2023-24 Handled Business Size of 250 Crores (Personal Care, Ambient & Beverages, Foods) with a Team Size of 39 On-role(33 SDEs, 4 ASMs, 2 State Heads) and 400+ Associates; in the First Year - Business was handled with SS-SubD Model (1200 SubDs and 45 Super Distributor); later year, basis the Organization long view Approach basis, the entire Rural Business moved into Direct Business Model, we appointed 400 RDS (Rural Direct Stockist) across South India with in 120 Days; Fastest Transformed Zone from SS to Direct Model of Distribution; Responsible for South India Rural FMCG Sales and Distribution of Personal Care, Ambient & Beverages and Foods - Rural Extraction & Expansion, Rural Distribution thru Digital, NPD Launch, Trade Engagement, Team Development, Channel Delight, Demand Generation Activities, Coordinating with CFT (Marketing, Commercial, Finance, R&D, HR) on Business Development and Regular Operations Related point Initiated IIY Session for My Core Team for developing skills and competencies for Creating the Future Leadership pipeline; Well Appreciated by HR and Senior Leadership Rated HIGH in the recent Assessment Program from MERCER in Change Management, Innovation, Strategy and Team Management

Rural Distribution & Expansion, Business Development Strategy, Channel Onboarding, Channel Delight, Demand Generation Activities, Sales on Wheels, Trade Engagement, BDE/BDR/RSP Training, Channel Programs, Digital and Technology in Rural for Pan India Personal Care, Ambient & Beverages, Foods & Snacks (FMCG Vertical) Achievements:- Appointed 2K SubDs in the first half of the year - Pan India Formed a Rural Team for Pan India Distribution Expansion Introduced Digital Onboarding for Rural Partners Launched Channel engagement programs in all Divisions Channel Delight Programs launched for RS/SS

Urban and Rural Strategies in Personal Care for PAN INDIA, responsible for Loyalty Programs to Channels in Urban and Rural; Exclusive Scheme constructs for Rural ,Key Accounts(Standalone SuperMakrets) in Urban, Sale on Wheels, Rural Distribution & Expansion, Trade Engagement R&R Programs, Training Field Force, New Initiatives, Governance Major Achievements Introduced Digital way of life; eDSR for TSOs, Channel Onboarding App, Reward Redemption App for Rural Partners Salesman Delight - Medical anf PA Insurance to Salesman; Appointed 3500 Rural Partners Pan India in 5 qtrs Qtrs; launched an App for Onboarding New Partners and Existing Partners Made Van Business into Profits by Increasing the Sales and Introduced the Cost Reimbursement Model basis Productivity Launched the Hawker Model In Rural, Sales on Bike Replaced the traditional way of Reward Settlement with eVouchers for Rural Partner Programs, which helped in Gaining Channel Delight, as the amount reaches the Rural Partner Wallet directly in one go and Made the Logistic Cost to Zero(Savings of 1mn per Qtr)

Responsible for Digital Distribution, New Employee Induction, Rewards n Recognition Programs, New Channel Onboarding, Sharing Insights, Governance on Market Working, Training for Channel Infra and Internal Team,

Responsible for Prepaid & Postpaid Acquisitions and Revenue thru Modern Trade Chains, MBOs and Channels in AP & Telangana; 300+ Promoters' Governance and Driving Productivity from them thru TLs and RMs; on an Avg 50K Activations per month with 2cr Revenue, which was 15K Activations While Handling this Role, Have handled Vizag Zonal Operations for 4 months as a Additional Responsibility

Responsible for Trade Satisfaction; Drives the same by launching of Engagement Programs for Retailers, Providing an environment to Retailer for ease in reach the employeee to address queries,Process Owner and Sales Support (Outlet and Channel Appointment, TAT, Distributor Formats, Governance on Sales Force); Vendor Management; MIS Team Managment; was the SPOC For Project eKYC, Project Concorde

Responsible for Site Profitability thru Proper Acqusition,Distribution, Town Level Service, Training and Mentoring the Team (Channel Mgrs and PSRs); a proud member of PROJECT GODAVARI, able moved out 100 LUTs in 5 months by doing various activities and Channel expansion; Revenue grown by 120% in a year time; Have received the MegaSSTar award Thrice (Highest Award for an Individual in Vodafone); Received SuperSSTar for 10 times, MNP Champ for AP and 5 times Best ASM; 3 CSMs of my team got elevated ASMs Handled Spl Projects Like Naa Gramam, Project Laabham

Responsible for Acqusition and Distribution tgts, Channel Profitability, Launch and New Channel Appointment in the New Sites; Have got E rating in the CSM Stint; have received Hero award twice for being Best In Acq and Distbn; nominated for ASM Assessment Centre

Responsible for Branch Profit thru Proper Loan Disbursements, Best way of implementing Collection Methods, Team Governance & Training, Customer Service, Mkt. Engagement; First Branch in Rayalaseema to meet Breakeven in 8 months of operations and started earning profits; 17 on roll employees were reporting to me from Sales, Credit, Process and Collection; Conducted first Loan Mela (Vyapaar Samaroh) in AP

Responsible to Centre Profit thru Proper Cards Sourcing, New Traders Appointment, Handled a team of 100 Associates; Launched 100th city for SBI CARD at Tirupati; stood country best in cross selling(Medi Insurance); have sourced credit cards at 70% approval rate with lowest cost, Best in Region; Was sourcing 1500 Cards monthly; Responsible to coordinate with State Bank Branches and drive the business from the centres

Responsible for Rural Mkt devp by Ensuring Proper Channel Service, Launching of New Products in Mkt, Reduction in Damage, Channel Expansion, Trade Engagement, Utilisation of schemes and driven the best incremental sale in Key Ols, Channel Profitability

Worked in Foods Division at Chennai Critical Markets to measure the Distribution Width & Depth check on Annapurna Atta, Shared insights on the Ashiravaad Atta Launch and provided the Retailers Feedback - Recommended the Engagement Programs to win the Retailer Loyalty and the Permanent Displays scheme in SAMT Outlets; Project Guide : Mr Nikhil Madhok