Business leadership
Sales Excellence, Sales Operations and CRM Transformation
Business leader with 18+ years leading growth, sales transformation and commercial performance across FMCG, building materials and consumer internet.
My work connects sales strategy with the processes, systems, analytics and management decisions through which an organisation performs.
My experience spans P&L, Sales Excellence, Commercial Excellence, sales operations, CRM and go-to-market execution. I have worked in frontline and regional sales, national sales development, commercial process excellence and senior sales planning leadership.
Across those roles, I have translated strategy into sales processes, role structures, business requirements, performance visibility and management routines. The practical question is how a change will help the organisation make better decisions and execute them consistently.
CRM implementation is one part of that work. My contribution has covered the business side: defining processes and requirements, governing implementation partners, supporting rollout and adoption, and integrating the system into how sales teams and managers work.
Career experience
The experience below comes from leadership roles before PathWeave. Employer achievements are distinguished from PathWeave client work.
Frontline and regional sales experience built my grounding in customers, distributors, field teams and commercial execution. At PepsiCo, I led the Maharashtra premium beverage business across Tropicana, Gatorade and Himalayan.
Tropicana market share moved from 44% to 52% in that role, providing an early example of how market understanding and execution discipline connect.
Led Retail and Projects across Andhra Pradesh and Telangana, including 5× retail growth over four years. Later led national Sales Development, followed by Business Process Excellence – Commercial.
National Salesforce adoption covered all four regions, 150+ Sales and Marketing employees and 500+ dealers. Commercial transformation initiatives impacted a ₹1,200 Cr+ business.
Read the national Salesforce and Sales Excellence case
Read the Business Process Excellence and Commercial Transformation case
Served as Senior Vice President – Sales Planning & Excellence, reporting to the EVP & Head of Sales.
Led Microsoft Dynamics CRM adoption across 700+ sales users and 11 branches, alongside management dashboards, performance governance, incentive planning and a shift towards value-based pricing.
Areas of work
Sales processes, organisation design, incentives, performance governance and review routines that help management coordinate commercial execution.
Explore the practiceSales-process design, CRM requirements, workflow decisions, implementation-partner governance, rollout and adoption.
Explore CRM and sales-process workSales dashboards, planning and reporting that connect business definitions to management decisions and accountability.
Explore sales analytics and dashboardsRoute-to-market, distributor execution, retail and project sales, and commercial programmes including incentives and rebates.
Read the new-city route-to-market guideAs Founder, I work with founders and leadership teams on sales transformation, sales processes, CRM, analytics and commercial operating models. PathWeave brings this business perspective together with its broader people and organisational work.
For a business that needs help defining how its team should sell, the starting conversation is sales-process design: ownership, stages, handoffs, reviews and the information needed to make decisions.