Shopper & Customer Marketing Lead
Job Summary
We are seeking a dynamic, results-oriented professional to lead the go-to-market (GTM) strategy, distribution design, and sales execution excellence. This role aims to strengthen sales force effectiveness, leverage sales technology and analytics, optimize trade spends, and accelerate growth across General Trade, Modern Trade, and Professional channels.
Responsibilities
- GTM & Distribution: Design route-to-market (RTM) strategy, expand numeric and weighted distribution, identify geographical white spaces, and optimize distributor/sub-stockist networks and cost-to-serve.
- Sales Force Effectiveness: Drive beat planning, pre-journey planning (PJP), outlet segmentation, and standardized performance governance through monthly business reviews (MBR), quarterly business reviews (QBR), and dashboards.
- Launch & Execution Excellence: Develop playbooks for new product development (NPD) launches, trade activations, seasonal campaigns, and gold-standard outlet execution.
- Sales Technology & Analytics: Own sales force automation (SFA) and distributor management system (DMS) adoption and data hygiene; develop Power BI and Excel dashboards to track secondary sales, outlet productivity, assortment, and execution.
- Commercial Excellence: Design sales incentive plans, optimize trade schemes and promotions, and improve trade spend and distributor return on investment (ROI).
- Capability Building: Develop sales competency frameworks and training for frontline teams, while strengthening coaching and on-ground execution.
Qualifications
- Strong understanding of GTM, RTM, distribution, and sales force effectiveness.
- Hands-on expertise in SFA/DMS, Power BI, and advanced Excel.
- Strong analytical, commercial, and problem-solving skills.
- Experience in trade spend optimization, distributor ROI, and sales incentive design.
- Strong stakeholder management and ability to influence teams without direct authority.
- Bias for action and ability to build processes from scratch in a fast-paced environment.
- Graduate or MBA or relevant qualification preferred.
Preferred Skills
- Experience across General Trade, Modern Trade, and/or Professional channels.
- Hands-on experience as an Area Sales Manager (ASM) managing a large distributor network.
Experience
- 8 to 12 years of experience in the Fast-Moving Consumer Goods (FMCG) sector.
- Minimum 3 years in a similar GTM or Trade Marketing role.
Environment
- Location: Kolkata
- Work Setting: Onsite, Work from Office
Key Success Metrics
- Distribution Growth
- Sales Productivity
- Execution Excellence
- SFA Adoption
- Trade Spend ROI
- Distributor ROI and Working Capital
