This position is responsible for driving business development for Direct customers & channel management strategy across the West region, maximizing long-term profitability, and ensuring alignment with overall business objectives. The role blends strategic planning with hands-on leadership across business development, distributor engagement, High value product introduction, Junior team mamagement along with their development and financial/profitability analysis capability. Primary focuses on Metal Working Fluids apart from other Industrial Lubricants, and requires close collaboration with sales teams to optimize go-to-market approaches and expand market share. Capability to do presentations, customer presentations, trials management, brand building etc.  Consistently achieving or exceeding monthly, quarterly, and annual sales targets Launching innovative products and promotions that yield measurable ROI Enhancing distributor capabilities through structured KPIs and team development Strengthening channel health via strategic pipeline management, stock efficiency, and customer relationships Leveraging market insights to preempt shifts and stay ahead of competition