About the role
Position Overview :The Marketing Manager will build and run the commercial engine of the Goat FPC. This means designing a system in which goat-rearing households aggregate their goats and sell to identified institutional buyers at a price at least 30% better than what they realise today, and in which a reliable input supply chain (feed, fodder, health products and other inputs) serves the same households.The role reports to the Development Manager – Goat FPC and works closely with The/Nudge team. The central expectation is a business model in which goat marketing and input supply each demonstrate viability on their own within about a year, so that the FPC trading activities can sustain them without program subsidy.
What will you do?1. Goat Marketing System Design
- Study the current goat marketing landscape in the cluster: prevailing prices, trader and middleman margins, market days, weight-based versus visual pricing, seasonality and festival demand.
- Design an aggregation and sale model covering grading, weighing, pricing, payment cycles, transport and quality norms, so that producers realize at least 30% better prices than the baseline.
- Set up and track price-realization metrics for each sale against the baseline, and use them to refine the model.
- Build the unit economics of the marketing business: volumes, margins, working capital, costs and break-even.
- Mobilize goat-rearing households to participate in collective marketing, building awareness of the benefits of selling through the FPC.
- Work with Pashu Udhyamis to plan aggregation: tracking goats readiness, scheduling collection points and sale cycles, and communicating prices to households.
- Lead Marketing Field Executives in aggregating goats at village or collection-point level, supplying to buyers, and ensuring timely and transparent payment to rearers.
- Maintain household-level records of goats sold, prices received and payments made.
- Identify, approach and onboard institutional buyers such as Goat Mandi aggregators, retailers, hotels and caterers, exporters, aggregators and other bulk buyers.
- Negotiate supply agreements covering volume, quality specifications, pricing mechanisms, delivery schedules and payment terms.
- Manage buyer relationships over time through regular demand planning, feedback loops and issue resolution, to build repeat and growing orders.
- Reduce dependence on any single buyer by building a diversified buyer base.
- Work with the Development Manager – Goat FPC and The/Nudge team to identify priority inputs for goat rearers, such as feed supplements, mineral mixtures, fodder, veterinary medicines, vaccines and deworming products.
- Identify and empanel input suppliers and manufacturers, negotiate bulk-purchase terms, and develop partnerships that deliver quality inputs at better prices than local retail.
- Design the delivery model for inputs (collection-point stocking, Pashu Udhyami-led distribution, advance booking by members) and the credit or payment terms that work for households.
- Build the unit economics of the input business and track sales, margins and member uptake.
- Develop a business model in which both goat marketing and input supply cover their own costs and demonstrate viability within about a year.
- Prepare business plans, annual targets, budgets and monthly performance reviews for both verticals.
- Manage working capital needs, cash flows and trade-offs between member benefit and business margin, with a view to long-term sustainability.
- Support the FPC in accessing working capital, equity grants and other financial instruments for marketing and input operations, in coordination with the Development Manager.
- Recruit, train, manage and set targets for Marketing Field Executives.
- Coordinate with Pashu Udhyamis, ensuring clear roles, incentives and communication between community entrepreneurs and marketing staff.
- Maintain MIS and dashboards on volumes aggregated, prices realized, buyer orders, input sales and financial performance; report regularly to the Development Manager – Goat FPC and The/Nudge.
- Contribute to documentation of the model so that it can be replicated in other clusters.
- Graduate or Postgraduate in Agribusiness Management, Rural Management, Marketing, Business Administration, Animal Husbandry or a related field.
- 5–8 years of experience in Agri or livestock marketing, supply chain, agri-business or FPO/FPC business development, with demonstrated ownership of sales or procurement targets.
- Experience in livestock, meat, dairy or similar perishable or aggregation-led value chains is strongly preferred; direct experience with goat or small ruminant trade is an added advantage.
- Track record of building and managing relationships with institutional or bulk buyers and with input suppliers or distributors.
- Experience managing field teams and working with community-based cadres or producer collectives.
- Exposure to setting up or running a business unit with its own P&L, working capital and break-even targets.
- Strong commercial and negotiation skills, with the ability to structure deals that work for both buyers and producers.
- Analytical ability: pricing, margins, unit economics, working capital and cash flow.
- Entrepreneurial, self-driven and comfortable owning business targets in a field-based, ambiguous setting.
- Ability to earn the trust of rural and tribal households, especially women goat rearers, and of local traders and suppliers.
- Strong people-management and coordination skills across field staff, community entrepreneurs and partners.
- Proficiency in the local language; working knowledge of Hindi and English for reporting and buyer interactions.
- Willingness to travel extensively within the cluster and to buyer markets.
- Percentage improvement in price realized by goat rearers over baseline (target: at least 30%).
- Number of households and goats aggregated and sold through the FPC channel.
- Number of institutional buyers onboarded, repeat order rate and share of volume under supply agreements.
- Number of input suppliers empaneled, input sales volume and member uptake.
- Gross margin and break-even progress for the marketing and input supply verticals, with both reaching viability within about a year.
- Timeliness of payments to rearers and quality of MIS reporting.
- Own your growth: An impact-led learning environment encourages Nudgesters to invest in their learning and capacity building needs through initiatives and policies, including L&D wallet, individual development plan and internal role change opportunities.
- Find your tribe: Our hiring philosophy emphasises intent, attitude, smarts and skills, in that order, to build a cohesive environment for Nudgesters. The organisation is committed to curating people-centric policies, enhancing how employees experience life at The/Nudge.
- Take big bets: Organisational initiatives are intended to facilitate Nudgesters with a view to the big picture, illustrated by our impact across 50000+ households, 15+ governments, 200+ social enterprises and Charcha: India’s largest social sector convening forum.
- Make it happen: A product-based approach in an action-biased environment empowers Nudgesters to implement audacious plans. Driven to fail fast, we endeavour to optimise resources in favour of programs that align with our scale ambition.