JOB DESCRIPTION (JD) — TERRITORY SALES MANAGER / AREA SALES MANAGER (ORTHOTICS)
Role Summary
This is a territory–level sales leadership role responsible for driving growth, market penetration, and brand presence for Avana's Orthotics product portfolio. The role includes surgeon engagement, hospital/channel development, distributor management, and execution of territory business plans to scale our orthopaedic bracing and rehabilitation solutions.
Position Details
Position Title: Territory Sales Manager / Area Sales Manager – Orthotics
Division: Orthotics Products
Location: Kochi/Hyderabad
Department: Sales
Reports To: Regional Sales Head
Role Mission
To expand Avana's Orthotics business in the assigned territory by building strong relationships with orthopaedic surgeons, physiotherapists, hospitals, and distributors; driving sales growth; delivering excellent clinical/product education; and executing a structured territory GTM plan.
The role will focus on growing the adoption of bracing, rehabilitation, and orthopaedic support products, increasing coverage across hospitals, clinics, and physiotherapy centers, and strengthening channel partner productivity.
What Success Looks Like
- Achieve and exceed monthly, quarterly, and annual revenue targets.
- Expand penetration in orthopaedic, sports medicine, trauma, spine, and rehabilitation segments.
- Build strong relationships with KOL orthopaedic surgeons and physiotherapists.
- Improve distributor productivity, coverage, and compliance.
- Deliver high-quality product demos, workshops, and clinical education sessions.
- Ensure strong funnel visibility, sales forecasting accuracy, and CRM discipline.
- Increase Avana's brand visibility at hospitals, clinics, and physiotherapy centers.
Key Responsibilities
1. Territory Sales Strategy & Business Growth
- Create and execute a territory-level GTM plan aligned with Avana's orthotics business priorities.
- Identify high-potential accounts, hospitals, physiotherapy chains, and new business opportunities.
- Achieve revenue, margin, and product-line growth targets.
- Drive adoption of orthotic bracing solutions across key orthopaedic segments.
- Manage pricing, negotiations, and institutional sales opportunities.
2. Surgeon, Physiotherapist & Hospital Engagement
- Build strong working relationships with orthopaedic surgeons, physiotherapists, sports rehab specialists, and key clinical influencers.
- Conduct product presentations, workshops, and clinical demos to showcase product benefits and drive adoption.
- Support clinical teams and marketing in executing CME programs, training, and awareness initiatives.
- Develop reference customers and local KOLs for the territory.
3. Distributor & Channel Management
- Appoint, manage, and enable distributor and dealer partners to maximize coverage.
- Ensure distributor ROI, activity levels, inventory hygiene, and sales throughput.
- Conduct monthly business reviews with channel partners.
- Drive primary and secondary sales growth through structured engagement plans.
4. Territory Operations, CRM & Forecasting
- Maintain accurate funnel data, forecasts, and account-wise business planning.
- Report competitor activities, market trends, pricing shifts, and new product developments.
- Provide weekly MIS reports and territory insights.
- Ensure adherence to CRM discipline for leads, activities, and opportunity tracking.
5. Marketing & Cross-functional Collaboration
- Collaborate with marketing for territory-focused campaigns, digital initiatives, and branding.
- Support conferences, exhibitions, outreach programs, and physiotherapy engagement events.
- Work closely with supply chain, logistics, and customer service to ensure smooth delivery and fulfilment.
Candidate Profile
- Graduate in Science / Pharmacy / Physiotherapy / Business; MBA preferred.
- 1-2 years of experience in medical devices, orthopaedics, rehabilitation, or pharma sales.( Pharma sales, medical devices, orthopaedics, rehabilitation,)
- Strong territory management skills and proven sales performance.
- Preferably connection with orthopaedic surgeons, physiotherapists, hospitals, clinics.
- Excellent communication, negotiation, and interpersonal skills.
- High execution discipline and willingness to travel extensively.
- Self-driven, target-oriented, and capable of managing multiple customer segments.
Behavioral & Cultural Expectations
- Integrity & Professionalism
- Customer-first mindset
- Accountability & Ownership
- High energy, execution speed, and resilience
- Continuous learning & product knowledge focus
- Team collaboration and positive attitude
Performance Metrics (KPIs)
- Territory revenue & product-line growth
- New account acquisition vs. penetration of existing accounts
- KOL engagement score (surgeons & physiotherapists)
- Distributor productivity & coverage expansion
- CRM usage, funnel health & forecasting accuracy
- Market intelligence quality and responsiveness
- Execution of demos, workshops, and clinical programs
Compensation & Benefits
- Competitive salary with performance-linked incentives
- Travel allowance and business expense reimbursements
- Health insurance and standard company benefits
- Career progression to Regional / National roles for high performers
