Santhappan Raj. A

AGM @ Cera Sanitaryware

304, Puspanjali Apartment, New Thillai Nagar, PN Pudur, Coimbatore – 641041. a.santhappanraj@gmail.com, haisanth@yahoo.com 9489551119
Current CTC
32 LPA
Expected CTC
42 LPA
Notice Period
30 Days
Experience
28.3 Years
Profile Summary

Sales & Marketing Leader with 23+ years of experience building and leading teams.
Areas of expertise include:
Sales Marketing (BTL) Customer Service
Business Development Product Launch Product Development
Channel Management Franchise Development Plant Sales Manager
Key Account Management Display Execution Rural Reach
Demand Conversion | Generation Selling Tiles & Paints Training & Development

Work Experience
2026 – Present
AGM
Cera Sanitaryware
2025 – 2026
Mentor & Incharge
Family-Owned Cafe

Managing overall business of family-owned Cafe which serves foods and beverages.

2023 – 2024
Asst General Manager – Sales – Ceramic Vertical (Tamilnadu/Pondy/Kerala)
Somany Ceramics Limited

Heading Ceramic Tile Vertical for Tamilnadu/Pondy/Kerala with the team size of 25 members comprise of State Heads, Dy Managers and Asst Managers.

Handling a Business of Rs.150 Cr.

Reporting to Asst Vice President – Sales.

Select Achievements

Effectively Map TN & KL and reach out all places for network expansion.

Appointed 21 dealers.

2021 – 2023
Deputy General Manager – Sales - Porselano (Tamilnadu/Pondy)
Prism Johnson Limited

Heading Glazed Vitrified Tile Vertical for Tamilnadu/Pondy with the team size of 7 members comprise of State Heads, Dy Managers and Asst Managers.

Handling a Business of Rs.100 Cr.

Reporting to Asst Vice President – Sales & Marketing.

Select Achievements

Effectively Map 220+ Towns and reach out all places for network expansion.

Appointed 35 dealers.

Reach out to Projects and generate secondary business for dealers.

2018 – 2021
Cement Retail Store

Was doing Cement Retail business as a retailer.

2016 – 2018
Deputy General Manager – Sales (Regional Head)
H & R Johnson (India)

Regional Sales Head for South Tamilnadu with the team size of 27 members comprise of Managers and Cluster Heads.

Handling a Business of Rs.219 Cr.

Reporting to Vice President – Sales & Marketing.

2015 – 2015
Deputy General Manager – Sales (Regional Head)
Asian Granito Limited

Regional Sales Head for Tamilnadu with the team size of 14 members; Handle a business of Rs.35 Cr.

Reporting to General Manager – Sales & Marketing.

2013 – 2015
Deputy General Manager – Marketing & Service (South)
H & R Johnson (India)

Heading Marketing & Service function for South (Tamilnadu / Kerala / Andhra / Telengana / Karnataka / Pondy) with the team size of 36 members comprise of Manager, Deputy Managers, Merchandisers and Service Engineers in each state.

Reporting to Vice President – Operations.

Select Achievements

Created 10 shop-in-shop franchise and updated product display in 100 showrooms.

Created a systematic sampling process and catalogue process.

Effectively done 5 Product launches and product training to sales team.

Done a systematic review between Plant, Service team and Customers; created a process to bridge the gap between them.

2010 – 2013
Senior Manager – Sales (Location Head)
H & R Johnson (India)

Location Head is a role of Business Manager heading a Location comprise of Two Zones (Coimbatore & Salem).

Handle a business of Rs.66 Cr.

Reporting to Sr. General Manager - Sales (South)

Select Achievements

Appointed 53 Dealers | 70 Sub Dealers; shown a steady Growth in Value & Volume Year on Year.

A long Overdue of Rs.34 lacs collected thru legal process; Receivables in Control and NIL Overdue always.

Appreciation Letters from MD and Awards for Branch; Overall performance of me rated as A+.

2006 – 2009
Manager – Sales (Location Head)
H & R Johnson (India)

Oversee Sales, Collection, Administration, Sales Promotion, Accounts, Logistics, Service, Network Expansion and Display Centre Activities of Trichy Branch covering 9 districts;

Handle a business of Rs.88 Cr.

Reporting to General Manager - Sales (South)

Select Achievements

Appointed 25 Dealers | 120 Sub Dealers; achieved 30% Growth in Value & Volume Year on Year.

Built this branch from scratch; Highest System Compliance Award for Branch: Appreciation Letters from MD and Awards for Branch.

Received Incentive for all quarters; Overall performance of me rated as A+.

2004 – 2006
Asst Manager – Sales (Product Head)
H & R Johnson (India)

Heading Tamilnadu / Pondicherry for Mid Segment Ceramic Floor / Wall; handling a business of Rs.24 Cr.

Reporting to General Manager - Sales (South).

2001 – 2004
Executive – Sales
H & R Johnson (India)

Managed Sales, Collection in Trichy Region covering 9 districts thru dealer, sub dealer network / Institutional Sales;

handling a business of Rs.11 Cr.

Reporting to Branch Manager, Coimbatore.

1998 – 2000
Sales Representative – Sales
Jenson & Nicholson Paints (India) Ltd

Responsible for Sales, Collection in Madurai Region covering 5 districts thru dealer network;

Dealer development, new dealer appointment for this territory and handling a business of Rs.2 Cr.

Reporting to Branch Manager, Madurai.

Education
The American College, Madurai
MBA in MARKETING
1995 - 1997
Arul Anandar College, Madurai
B.Sc. in CHEMISTRY
1992 - 1995
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