General Manager

Position Details

Job Title: GM / DGM – Private Label Go-To-Market (PL GTM)

Department: Sales -Private Label

Location: Navi Mumbai

Business Unit: 1P (B2B/Ascent)

Reporting To: CBO

Role Scope: Pan-India / multi-region, as applicable

Position Overview

Overview: The incumbent will lead the Go-To-Market strategy and execution for the Private Label business, with

accountability for offline revenue growth, business performance, and key P&L levers. The role will translate business

priorities into actionable trade programs, retailer engagement initiatives, sales-force enablement, and regional execution

plans. The incumbent will work closely with Unit Heads, City Heads, Zonal Heads, and Regional Heads to align plans,

drive execution, track outcomes, and deliver Annual Operating Plan (AOP) commitments.

Key Responsibilities

Business Growth & P&L Ownership: Own PL offline revenue growth and track core business and P&L metrics,

including sales, growth, contribution/margins, penetration, and productivity. Translate AOP into clear regional and

channel-level priorities, monitor performance against targets, identify gaps, and drive corrective actions. Develop joint

business plans with Unit Heads, City Heads, Zonal Heads, and Regional Heads; align ownership, milestones, and

review cadence. Identify growth opportunities by geography, retailer segment, product/category, and sales channel.

GTM Strategy & Trade Programs: Design and execute the PL GTM calendar, including trade schemes, retailer

loyalty/engagement programs, field-force incentives, and targeted growth initiatives. Plan and track Flash Sales, LLP,

TLP, and other programs to improve PL penetration, Average Revenue Per Retailer (ARPR), monthly Unique Ordering

Businesses (UOBs), repeat ordering, and retailer productivity. Drive execution of regional sales initiatives such as PL

Premier League, PL Champions League, East Gold Coin Scheme, and other relevant programs. Define program

objectives, eligibility, communication, timelines, governance, and success measures.

Regional Collaboration & Execution: Partner closely with Unit Heads, City Heads, Zonal Heads, and Regional Heads

to understand market realities, co-create business plans, secure field execution, and review performance. Coordinate

with sales teams to ensure schemes and campaigns are understood, adopted, and executed consistently across

markets while allowing for relevant regional requirements. Establish a structured review rhythm, track action closure,

and escalate execution barriers or underperformance with recommendations.

Marketing Execution & Sales Enablement: Ensure timely creation and availability of product catalogues, product

literature, retailer communication, promotional materials, and sales-enablement tools. Oversee execution and

performance tracking of campaigns such as Deal of the Day, Super Bonanza, and other planned or ad-hoc initiatives.

Partner with relevant marketing, category, product, operations, and supply teams to ensure campaign readiness,

product availability, and clear communication to the field.

Analytics, Reviews & ROI: Build and maintain dashboards to monitor sales performance, campaign-wise uplift, retailer

participation, incremental UOBs, PL penetration, ARPR, target achievement, and ROI. Analyse results by region, unit,

city, category, and retailer cohort to identify actionable insights. Conduct post-campaign reviews, distinguish

incremental impact from baseline performance where data permits, and recommend scale-up, modification, or

discontinuation of programs. Ensure data accuracy, timely reporting, and clear performance narratives for business

reviews.

Stakeholder Management & Governance: Align cross-functional stakeholders on GTM priorities, budgets, timelines,

and dependencies. Establish clear program governance, approval processes, and spend tracking. Communicate

performance, risks, and recommendations to senior business stakeholders and drive timely decisions.

Key Success Measures / KPIs

Business Performance: PL offline revenue growth and AOP achievement; contribution/margin performance against

agreed targets; PL penetration and category mix.

Retailer Growth: Monthly Unique Ordering Businesses (UOBs); Average Revenue Per Retailer (ARPR); retailer

activation, participation, repeat ordering, and retention.

Campaign Effectiveness: Campaign-wise incremental sales uplift; participation and conversion; ROI / cost per

incremental outcome; on-time execution.

Field Execution: Achievement of regional/unit plans; adoption of trade schemes; action closure from business reviews;

sales-team engagement and enablement.

Analytics & Governance: Dashboard accuracy and timeliness; quality of insights; completion of post-campaign

reviews; adherence to approved budgets and program timelines.

Candidate Profile & Qualifications

Experience: Typically 8–12+ years of relevant experience for GM/DGM level, with meaningful ownership of GTM, trade

marketing, offline sales growth, category/business performance, or commercial strategy. Final level should be calibrated

to scope and candidate experience.

Industry Background: FMCG, pharmaceuticals, consumer-focused businesses, distribution-led businesses, or

relevant high-growth startups with strong offline trade exposure.

Business Acumen: Demonstrated ability to translate business targets into execution plans, understand revenue and

margin drivers, and use data to improve commercial outcomes.

Channel & Field Understanding: Strong understanding of offline trade channels, retailer behaviour, trade schemes,

incentive structures, and field-force dynamics.

Analytics: Strong analytical capability, including campaign measurement, performance dashboards, ROI analysis, and

data-led decision-making.

Leadership & Collaboration: Ability to influence and align Unit Heads, City Heads, Zonal Heads, Regional Heads, and

cross-functional teams without relying solely on direct reporting authority.

Communication: Strong communication, stakeholder-management, problem-solving, and execution skills.

Role Level

Level: GM / DGM