Lead - CRM and Data Analytics

About Truecoat Paints

Established in 1989 in Kochi, Truecoat Paints began with its TRUECEM cement paint brand and has since grown into a comprehensive decorative and specialty coatings company. Supported by robust in-house R&D, ERP-driven processes, and a dealer network exceeding 600 outlets in Kerala, the company emphasizes regional leadership, innovative solutions, and superior quality under the guidance of the Skaria family and directors.

Role Overview

The Lead for Customer Relations & Data Analytics will oversee the customer relations center while utilizing data analytics to enhance CRM insights, management reporting, and customer engagement. This role collaborates closely with Sales, Marketing, Accounts, Supply Chain, and Production teams to uplift customer satisfaction, sales outcomes, and streamline operations.

Key Responsibilities

• Guide and supervise the Customer Relations team to ensure prompt support and issue resolution.
• Handle communications with dealers and sales teams concerning orders, dispatch schedules, schemes, complaints, and service requests.
• Monitor and improve customer satisfaction through targeted initiatives.
• Maintain CRM data accuracy and manage customer databases efficiently.
• Develop and execute strategies to enhance customer engagement and retention.
• Create and oversee MIS dashboards tracking sales, collections, outstanding amounts, dispatches, inventories, and dealer performance.
• Analyze trends in sales, customer purchasing behavior, territory results, product movement, and market information to extract actionable insights for management.
• Compile daily, weekly, monthly, and annual performance reports and identify business opportunities, recommending necessary actions.
• Track key performance indicators across sales, customer service, marketing, and operations departments.
• Monitor and analyze sales team activities using SalesNrich or CRM tools focusing on productivity, route adherence, visit efficiency, lead conversion, and client coverage.
• Coordinate order fulfillment and customer requirements with Sales, Production, Stores, Logistics, and Accounts teams.
• Calculate incentives, dealer schemes, ATI/HTI benefits, and perform discount and performance reporting.
• Administer CRM systems, Sales and Loyalty applications ensuring data integrity, user support, troubleshooting, and automated reporting.
• Assist in digital transformation efforts by improving CRM workflows and data reporting accuracy.
• Manage Painter Loyalty Programs, dealer schemes, ATI initiatives, customer communication campaigns, and feedback mechanisms, monitoring program success and ROI.
• Support marketing activities such as dealer and sales meetings, exhibitions, promotions; collaborate with branding agencies to produce and execute promotional materials.
• Prepare presentations, reports, meeting minutes, and documentation for business reviews.

Qualifications and Experience

• Bachelor's degree in B.Com, BBA, Statistics, Mathematics, Computer Applications, or related field is essential.
• MBA with specialization in Marketing, Finance, or Business Analytics is preferred.
• 5 to 7 years of relevant experience in Customer Relations, CRM, MIS Reporting, Business Analytics, or Sales Operations.
• Sector experience in Paints, Building Materials, FMCG, Manufacturing, or Distribution is advantageous.

Technical Competencies

• Advanced proficiency in MS Excel including pivot tables, power query, dashboards, and lookup functions.
• Experience with Power BI or Tableau is desirable.
• Familiarity with ERP and CRM software platforms.
• Working knowledge of Tally ERP and SalesNrich or similar sales automation tools.
• Strong skills in data analysis and report generation.

Essential Skills & Attributes

• Excellent analytical, problem-solving, and interpretation abilities.
• Strong communication and interpersonal relations skills.
• Effective leadership with team management expertise.
• Detail-oriented and process-driven approach.
• Competence in delivering actionable business insights from data.
• Outstanding coordination and stakeholder engagement capabilities.
• Skillful planning, follow-up, and execution of tasks.