Description:

Job Description: CPD Transformation Lead

Location: Kolkata

Industry: FMCG

Qualification: Graduation or MBA (MBA from Tier-1 institute preferred)

Experience: 58 years

About the Company

Our client is a global leader in the beauty and personal care industry, known for its strong financial stability, extensive portfolio of innovative products, and steadfast commitment to sustainability. With a presence across international markets, the company continues to set benchmarks in product excellence, customer experience, and operational transformation.

Role Overview

The CPD Transformation Lead will be responsible for driving large-scale commercial transformation initiatives across channels, focusing on distribution expansion, process optimization, retail penetration, and sales force effectiveness. This role requires strong analytical capabilities, hands-on market experience, and the ability to work closely with cross-functional teams to deliver impactful business outcomes.

Ideal Candidate Profile

The ideal candidate is an MBA graduate from a premier institute with 5+ years of experience in outlet extraction, distribution transformation, and architecture revamp within FMCG or consumer durables. The candidate should bring a strong understanding of general trade, multi-layer distribution models, retail expansion strategies, and data-driven decision-making.

Key Responsibilities

1. Distribution Expansion & Outlet Growth

- Lead the strategic initiative to double the overall outlet universe to 400,000 through targeted PSR (Product Sales Representative) incentive programs and market expansion insights.

- Leverage Nielsen and internal datasets to identify high-potential markets and unmet distribution opportunities.

2. Distributor Network Optimization

- Streamline and consolidate the distributor network in the top 200 towns, reducing current distributors from 500 to 300 while ensuring efficiency and coverage.

- Design and implement improved distributor operating models with a focus on profitability and productivity.

3. Penetration in Long-Tail Markets

- Develop and scale multi-layer distribution models (super-stockists and sub-distributors) across long-tail and rural markets.

- Build frameworks to strengthen last-mile connectivity and retail availability in remote clusters.

4. Outlet Segmentation & Visit Strategy

- Design tailored visit frequency models based on outlet segmentation, business potential, and product categories.

- Optimize PSR time-in-market, route planning, and outlet conversion metrics to drive incremental store additions.

5. Retailer Development & Revenue Growth

- Drive and grow sales share in top 50,000 outlets through retail loyalty programs, exclusive activations, and footprint expansion initiatives.

- Introduce targeted retailer engagement strategies to enhance brand visibility and assortment performance.

6. Sales Force Productivity Enhancement

- Improve sales productivity by 30% per salesperson through enhanced field discipline, increased outlet visits/day, and improved time spent per outlet.

- Monitor implementation of market work norms and coach frontline teams for adherence.

7. Digital Transformation & Adoption

- Champion adoption of enhanced DMS (Distributor Management System) and SFA (Sales Force Automation) to enable data-driven decision-making.

- Train and support field teams to leverage digital tools for improved execution, tracking, and forecasting.

Key Competencies & Skills

- Strong commercial and GT (General Trade) understanding

- Expertise in distribution transformation and market expansion

- Strong analytical and data interpretation skills (Nielsen & similar datasets)

- Excellent stakeholder management and cross-functional collaboration

- Hands-on experience with DMS & SFA platforms

- Strong project management and execution capabilities

- Ability to work in fast-paced, dynamic environments

- High ownership mindset with problem-solving orientation

Why Join?

- Opportunity to lead high-impact transformation initiatives in a global FMCG brand

- Drive end-to-end strategic and operational excellence across markets

- Work with senior leadership on mission-critical distribution and productivity programs\