Role Overview

The General Manager - Sales Excellence & GTM will be the strategic architect of companies next generation sales ecosystem, driving transformation across route-to-market design, sales capability building, and trade marketing excellence.

As companies transitions into a multi-brand, multi-category FMCG organization, this role will be pivotal in institutionalizing sales excellence frameworks, embedding data-driven decision-making, and ensuring commercial discipline and execution superiority across General Trade and emerging channels.

Key Responsibility Areas

1. Go-To-Market (GTM) Strategy

- Design and continuously optimize the Route-to-Market (RTM) strategy to enhance market coverage, resource productivity, and cost-to-serve efficiency.

- Lead channel segmentation, outlet classification, and beat optimization to drive both numeric and weighted distribution growth.

- Partner cross-functionally with Sales, Marketing, Supply Chain, and Finance to ensure GTM alignment, commercial efficiency, and P&L optimization.

- Develop and execute annual GTM plans aligned with business priorities and category expansion objectives.

- Identify white spaces and evaluate opportunities for geographic, channel, and portfolio expansion aligned with companies growth ambitions.

2. Sales Capability Building

- Spearhead the Sales Excellence Framework, embedding process discipline, productivity metrics, and performance standards across the sales organization.

- Define, institutionalize, and track sales KPIs and dashboards to enable data-driven decision-making and agile performance management.

- Lead capability enhancement programs including frontline sales training, managerial development, and leadership grooming for high-potential talent.

- Drive digital enablement through effective utilization of SFA, DMS, and CRM tools, ensuring full adoption and measurable productivity uplift.

- Leverage analytics to generate actionable insights on distribution gaps, assortment performance, and channel profitability.

3. Trade Marketing & Channel Development

- Lead Trade Marketing Strategy to maximize brand visibility, drive in-store execution, and deliver measurable ROI on trade investments.

- Oversee the design and implementation of trade promotions, activation programs, and merchandising initiatives across general and modern trade.

- Optimize trade spends through ROI-based planning, leveraging data to evaluate effectiveness of programs and interventions.

- Partner with Marketing to ensure consistent brand messaging, impactful POS communication, and consumer engagement at the last mile.

- Develop channel playbooks and activation calendars that strengthen customer engagement and retail advocacy.

4. Sales Development & Distribution Expansion

- Lead distribution expansion strategy to strengthen companies numeric and weighted distribution footprint across urban and rural markets.

- Develop and scale rural and alternate channel models including redistribution stockists, sub-stockists, and emerging e-B2B partnerships.

- Build initiatives to enhance distributor ROI, capability, and engagement, ensuring long-term partnership sustainability.

- Collaborate with digital and analytics teams to build data-led sales enablement systems (SFA dashboards, BI tools, and predictive models).

- Institutionalize sales excellence practices that enable scalability, consistency, and continuous improvement across the field force.

Key Competencies

- Strategic GTM & Sales Transformation Leadership

- Strong Commercial Acumen & Financial Discipline

- Advanced Analytical & Technology Orientation (SFA, DMS, BI tools)

- Capability Building & Organization Development Expertise

- Cross-Functional Influence & Stakeholder Management

- Execution Excellence & Results Orientation

- Strong Communication, Negotiation & People Leadership Skills