About the role
<p><b>Position Details</b></p><p><b>Job Title: GM / DGM – Private Label Go-To-Market (PL GTM)</b></p><p><b>Department: Sales -Private Label</b></p><p><b>Location: Navi Mumbai</b></p><p><b>Business Unit: 1P (B2B/Ascent)</b></p><p><b>Reporting To: CBO</b></p><p><b>Role Scope: Pan-India / multi-region, as applicable</b></p><p><b><br /></b></p><p><b>Position Overview</b></p><p><b>Overview: The incumbent will lead the Go-To-Market strategy and execution for the Private Label business, with</b></p><p><b>accountability for offline revenue growth, business performance, and key P&L levers. The role will translate business</b></p><p><b>priorities into actionable trade programs, retailer engagement initiatives, sales-force enablement, and regional execution</b></p><p><b>plans. The incumbent will work closely with Unit Heads, City Heads, Zonal Heads, and Regional Heads to align plans,</b></p><p><b>drive execution, track outcomes, and deliver Annual Operating Plan (AOP) commitments.</b></p><p><b><br /></b></p><p><b>Key Responsibilities</b></p><p><b>Business Growth & P&L Ownership: Own PL offline revenue growth and track core business and P&L metrics,</b></p><p><b>including sales, growth, contribution/margins, penetration, and productivity. Translate AOP into clear regional and</b></p><p><b>channel-level priorities, monitor performance against targets, identify gaps, and drive corrective actions. Develop joint</b></p><p><b>business plans with Unit Heads, City Heads, Zonal Heads, and Regional Heads; align ownership, milestones, and</b></p><p><b>review cadence. Identify growth opportunities by geography, retailer segment, product/category, and sales channel.</b></p><p><b>GTM Strategy & Trade Programs: Design and execute the PL GTM calendar, including trade schemes, retailer</b></p><p><b>loyalty/engagement programs, field-force incentives, and targeted growth initiatives. Plan and track Flash Sales, LLP,</b></p><p><b>TLP, and other programs to improve PL penetration, Average Revenue Per Retailer (ARPR), monthly Unique Ordering</b></p><p><b>Businesses (UOBs), repeat ordering, and retailer productivity. Drive execution of regional sales initiatives such as PL</b></p><p><b>Premier League, PL Champions League, East Gold Coin Scheme, and other relevant programs. Define program</b></p><p><b>objectives, eligibility, communication, timelines, governance, and success measures.</b></p><p><b>Regional Collaboration & Execution: Partner closely with Unit Heads, City Heads, Zonal Heads, and Regional Heads</b></p><p><b>to understand market realities, co-create business plans, secure field execution, and review performance. Coordinate</b></p><p><b>with sales teams to ensure schemes and campaigns are understood, adopted, and executed consistently across</b></p><p><b>markets while allowing for relevant regional requirements. Establish a structured review rhythm, track action closure,</b></p><p><b>and escalate execution barriers or underperformance with recommendations.</b></p><p><b>Marketing Execution & Sales Enablement: Ensure timely creation and availability of product catalogues, product</b></p><p><b>literature, retailer communication, promotional materials, and sales-enablement tools. Oversee execution and</b></p><p><b>performance tracking of campaigns such as Deal of the Day, Super Bonanza, and other planned or ad-hoc initiatives.</b></p><p><b>Partner with relevant marketing, category, product, operations, and supply teams to ensure campaign readiness,</b></p><p><b>product availability, and clear communication to the field.</b></p><p><b>Analytics, Reviews & ROI: Build and maintain dashboards to monitor sales performance, campaign-wise uplift, retailer</b></p><p><b>participation, incremental UOBs, PL penetration, ARPR, target achievement, and ROI. Analyse results by region, unit,</b></p><p><b>city, category, and retailer cohort to identify actionable insights. Conduct post-campaign reviews, distinguish</b></p><p><b>incremental impact from baseline performance where data permits, and recommend scale-up, modification, or</b></p><p><b><br /></b></p><p><b>discontinuation of programs. Ensure data accuracy, timely reporting, and clear performance narratives for business</b></p><p><b>reviews.</b></p><p><b>Stakeholder Management & Governance: Align cross-functional stakeholders on GTM priorities, budgets, timelines,</b></p><p><b>and dependencies. Establish clear program governance, approval processes, and spend tracking. Communicate</b></p><p><b>performance, risks, and recommendations to senior business stakeholders and drive timely decisions.</b></p><p><b><br /></b></p><p><b>Key Success Measures / KPIs</b></p><p><b>Business Performance: PL offline revenue growth and AOP achievement; contribution/margin performance against</b></p><p><b>agreed targets; PL penetration and category mix.</b></p><p><b>Retailer Growth: Monthly Unique Ordering Businesses (UOBs); Average Revenue Per Retailer (ARPR); retailer</b></p><p><b>activation, participation, repeat ordering, and retention.</b></p><p><b>Campaign Effectiveness: Campaign-wise incremental sales uplift; participation and conversion; ROI / cost per</b></p><p><b>incremental outcome; on-time execution.</b></p><p><b>Field Execution: Achievement of regional/unit plans; adoption of trade schemes; action closure from business reviews;</b></p><p><b>sales-team engagement and enablement.</b></p><p><b>Analytics & Governance: Dashboard accuracy and timeliness; quality of insights; completion of post-campaign</b></p><p><b>reviews; adherence to approved budgets and program timelines.</b></p><p><b><br /></b></p><p><b>Candidate Profile & Qualifications</b></p><p><b>Experience: Typically 8–12+ years of relevant experience for GM/DGM level, with meaningful ownership of GTM, trade</b></p><p><b>marketing, offline sales growth, category/business performance, or commercial strategy. Final level should be calibrated</b></p><p><b>to scope and candidate experience.</b></p><p><b>Industry Background: FMCG, pharmaceuticals, consumer-focused businesses, distribution-led businesses, or</b></p><p><b>relevant high-growth startups with strong offline trade exposure.</b></p><p><b>Business Acumen: Demonstrated ability to translate business targets into execution plans, understand revenue and</b></p><p><b>margin drivers, and use data to improve commercial outcomes.</b></p><p><b>Channel & Field Understanding: Strong understanding of offline trade channels, retailer behaviour, trade schemes,</b></p><p><b>incentive structures, and field-force dynamics.</b></p><p><b>Analytics: Strong analytical capability, including campaign measurement, performance dashboards, ROI analysis, and</b></p><p><b>data-led decision-making.</b></p><p><b>Leadership & Collaboration: Ability to influence and align Unit Heads, City Heads, Zonal Heads, Regional Heads, and</b></p><p><b>cross-functional teams without relying solely on direct reporting authority.</b></p><p><b>Communication: Strong communication, stakeholder-management, problem-solving, and execution skills.</b></p><p><b><br /></b></p><p><b>Role Level</b></p><p><b>Level: GM / DGM</b></p>