Position Purpose

The Commercial Effectiveness Manager, also known as Sales Force Effectiveness (SFE) Manager, is responsible for driving sales force productivity, efficiency, and execution excellence through standardized SFE processes, tools, and insights. This role leads and supports core SFE areas including Customer Segmentation & Targeting (CS&T), Field Force (FF) Resource Optimization, Territory Alignment, Target Setting, Incentive Design, Incentive Calculation and Analysis, and SFE KPI management. The role acts as a key business partner to Sales, Marketing, Finance, HR, Market Intelligence, and regional stakeholders to ensure the right customers are targeted with the right resources, territories are balanced and effective, targets and incentives are fair and motivating, and SFE performance is regularly monitored for continuous improvement.

Key Responsibilities

• Customer Segmentation & Targeting (CS&T)

• Segmentation Framework: Develop, implement, and continuously improve customer segmentation and targeting methodologies based on market potential, customer value, adoption, channel, product priority, and business strategy.

• Targeting Strategy: Define targeting principles and guidelines to ensure the field force focuses on the right customers with appropriate frequency and engagement approach.

• Data Quality & Validation: Coordinate with Sales, Marketing, Market Intelligence, and CRM/Data teams to ensure accurate customer profiling, customer master data, segmentation output, and target lists.

• Business Application: Translate CS&T outputs into practical recommendations for call planning, customer coverage, go-to-market design, and field force execution.

• Field Force Resource Optimization & Territory Alignment

• FF Resource Optimization: Analyze market potential, workload, customer coverage requirements, business priorities, and field force capacity to recommend optimal field force size, structure, and resource allocation.

• Territory Alignment: Design and facilitate territory alignment using customer potential, sales history, workload, geography, travel considerations, and service requirements to ensure balanced opportunities and productivity across territories.

• Go-to-Market Support: Provide SFE input to commercial teams on sales structure, customer coverage model, channel mix, and field force deployment to support business growth and execution efficiency.

• Process Standardization: Establish and maintain standardized templates, timelines, governance, and working processes for FF optimization and territory alignment across business units.

• Target Setting, Incentive Design & Incentive Management

• Target Setting: Lead and coordinate the annual, quarterly, monthly, and cycle-based target setting process at national, business unit, team, territory, and individual sales representative levels to ensure targets are fair, objective, transparent, and aligned with business strategy.

• Target Allocation Methodology: Develop and maintain target allocation principles, templates, and models using relevant inputs such as market potential, historical sales performance, growth ambition, product priority, customer opportunity, territory potential, seasonality, and business assumptions.

• Target Validation & Alignment: Work closely with Sales, Marketing, Finance, Supply Chain, and Commercial Leadership to validate target assumptions, challenge inconsistencies, align final targets, and ensure clear documentation of target setting rationale.

• Incentive Design: Partner with Commercial Leadership, Sales, Finance, HR, and Compliance to design regular and special incentive schemes that are simple, motivating, measurable, financially sound, compliant, and aligned with strategic business priorities.

• Incentive Calculation: Manage the end-to-end incentive calculation process, including data collection, sales achievement validation, rule interpretation, payout simulation, accrual support, approval preparation, and timely delivery of final calculation results.

• Incentive Analysis: Analyze incentive performance, payout distribution, sales achievement patterns, field force behavior, cost effectiveness, scheme effectiveness, and return on incentive investment to identify improvement opportunities.

• Governance & Documentation: Maintain clear incentive rules, target setting documentation, calculation files, approval records, audit trails, and communication materials to ensure transparency, consistency, and governance compliance.

• Communication & Support: Prepare clear communication packs, FAQs, and guidance for Sales Managers and field force teams; provide support to resolve questions related to targets, incentive rules, calculation results, and performance tracking.

• SFE KPI Management, Reporting & Performance Analysis

• SFE KPI Framework: Define, track, and improve key SFE KPIs including customer coverage, productive frequency, call achievement, call quality, targeting adherence, territory productivity, sales per rep, incentive performance, and other execution indicators.

• Dashboard & Reporting: Work with Market Intelligence, CRM, and data teams to ensure dashboards and reports provide accurate, timely, and actionable visibility on sales force execution and effectiveness.

• Performance Analysis: Analyze SFE performance to identify gaps, risks, trends, productivity opportunities, and recommended actions for Sales Managers, Marketing, and Commercial Leadership.

• Business Review Support: Prepare SFE insights, observations, and recommendations for business reviews, sales planning, incentive committee discussions, and management presentations.

• Stakeholder Management, Governance & Capability Building

• Cross-Functional Partnership: Collaborate closely with Sales, Marketing, Finance, HR, Market Intelligence, Digital/CRM, and regional Commercial Excellence teams to ensure SFE processes are well aligned and effectively implemented.

• Governance: Establish clear process governance, timelines, roles and responsibilities, documentation, and approval workflows for key SFE processes.

• Capability Building: Conduct training, workshops, and user support to build SFE understanding and enable commercial teams to use SFE tools, dashboards, target setting templates, incentive reports, and territory alignment outputs effectively.

• Continuous Improvement: Identify opportunities to simplify, standardize, automate, and digitize SFE processes to improve efficiency, transparency, and execution quality.

Qualifications & Skills

Experience & Education

• Education: Bachelor's degree in Business, Pharmacy, Health Sciences, Data Analytics, Finance, Statistics, IT, Computer Science, or a related field. A master's degree or MBA is a plus.

• Industry Experience: Minimum of 5–7 years of experience in Sales Force Effectiveness, Commercial Excellence, Sales Operations, Sales Management, Marketing, Business Analytics, or related commercial roles, preferably within the Pharmaceutical, Medical Device, or Healthcare industry.

• SFE Expertise: Proven hands-on experience in core SFE processes including Customer Segmentation & Targeting, FF Resource Optimization, Territory Alignment, Target Setting, Incentive Design, Incentive Calculation, Incentive Analysis, SFE KPI tracking, and sales performance reporting.

Technical & Soft Skills

• Commercial Acumen: Strong understanding of sales force productivity, customer coverage, sales planning, target allocation, incentive mechanics, commercial execution, and how SFE activities support business performance and profitability.

• Communication & Business Partnering: Ability to translate complex SFE data, methodologies, and performance findings into clear recommendations for Sales Managers, Marketing, Finance, HR, senior leadership, and regional stakeho