To establish, scale, and manage E-commerce and Quick Commerce (Q-commerce) channels as a strategic growth vertical for the brand. This includes driving sales through platforms like Swiggy Instamart, Blinkit, Zepto, BigBasket, Amazon, and Flipkart, while developing direct-to-consumer (D2C) and modern trade digital models for sustainable business growth.

Key Responsibilities:

1. Strategy & Business Planning

- Develop and execute the Alternative Channel growth strategy aligned with company goals.

- Identify high-potential platforms, categories, and regions to expand the brand's reach.

- Define annual revenue targets, margin structures, and promotional budgets for e-

commerce and Q-commerce channels.

- Build P&L ownership and ensure profitability.

2. Channel Development & Partnerships

- Drive relationships with leading e-commerce and quick commerce platforms.

- Negotiate listings, visibility, commercial terms, and joint marketing plans.

- Manage onboarding of new partners and ensure product catalog completeness.

- Develop partnerships for cloud retail, aggregators, and last-mile fulfillment models.

3. D2C & Digital Expansion

- Work with marketing and IT teams to build and scale company's own D2C website/app.

- Implement digital CRM, subscription models, and loyalty programs.

- Drive performance marketing and data-driven sales conversions.

4. Assortment & Category Management

- Curate portfolio for online-exclusive SKUs and combos.

- Monitor pricing, competition, and product visibility across platforms.

- Optimize inventory and replenishment cycles for each partner channel.

- Develop differentiated packs and promotions suitable for online consumption.

5. Demand Planning & Operations

- Coordinate with Supply Chain and Production for demand forecasting and fulfillment.

- Ensure efficient distribution from central warehouses to partner dark stores.

- Manage OTIF (On-Time In-Full) performance and minimize returns/damages.

6. Marketing & Visibility

- Partner with digital and brand marketing teams for campaign execution.

- Ensure strong digital presence and content optimization (images, descriptions, reviews).

- Plan co-branded activations and seasonal promotions (summer, festivals, etc.).

7. Data, Analytics & Insights

- Track daily/weekly dashboards on sales, margins, stock, and platform performance.

- Use analytics to identify trends, top-selling SKUs, and improvement areas.

- Present monthly business reviews and forecasts to leadership.

8. Team Leadership

- Build and lead a small, agile team for e-commerce, q-commerce, and digital trade.

- Foster collaboration across Sales, Supply Chain, Marketing, and Finance.

- Coach team members on digital sales excellence and partner relationship management.

Key Performance Indicators (KPIs):

- E-commerce & Quick Commerce revenue contribution (%)

- Platform-wise sales growth & visibility score

- Gross margin & trade spend efficiency

- On-Time In-Full (OTIF) delivery performance

- Digital campaign ROI / D2C conversion rate

Qualifications & Experience:

- MBA / PG in Marketing, Sales, or Digital Business.

- 10-15 years of FMCG / Food Retail / Consumer Goods experience, with 3-5 years in ecommerce or quick commerce leadership.

- Proven experience in managing partnerships with Swiggy Instamart, Blinkit, Zepto, BigBasket, or Amazon/Flipkart Grocery.

- Strong analytical, commercial negotiation, and digital strategy skills.

- Familiar with trade marketing, demand planning, and omnichannel distribution.