Role: National Sales & Retail Head - Appliances

Industry: Appliances / Consumer Durables

Reports To: CEO / MD

Role Purpose:

- To lead the national retail business for the appliances division, owning P&L, retail expansion, channel development, franchise management, and omni-channel retail performance.

- Responsible for building profitable retail models, driving sales growth, and delivering operational excellence across EBOs, franchise stores, MBOs, and modern trade partners.

1. P&L Ownership & Business Strategy

- Own end-to-end P&L for national retail business (EBO, Franchise, MBO, Distributor-led retail).

- Define and execute retail business strategy, including assortment, pricing, store profitability, and category growth plans.

- Build scalable retail business models for new categories/verticals.

- Drive EBITDA improvement through cost optimization & revenue enhancement.

2. Retail Expansion & Network Growth:

- Lead expansion of retail footprint including EBOs, franchise stores, and exclusive appliance outlets.

- Develop store rollout plans, feasibility studies, and location strategy.

- Build retail formats for appliances: small appliances, kitchen, home improvement categories.

- Deliver rapid scale-up (100+ stores per year where relevant).

3. Channel Development & Franchise Management:

- Design and run franchise model for appliances category.

- Set up processes for franchise onboarding, training, SOPs, store audits, and performance dashboards.

- Improve franchise profitability, ROI, and retention across regions.

- Build MBO channel capability and regional retail partner ecosystem.

4. Sales Leadership & Operations Excellence:

- Lead national retail sales (sell-in + sell-out) with strong operational excellence.

- Build retail processes: SOPs, VM standards, CRM, inventory norms, and store performance dashboards.

- Drive promoter deployment, VM implementation, and store-level KPIs.

- Drive store productivity, category mix, conversion, ATV, and UPT.

5. Merchandising, Product & Marketing

- Oversee category planning, merchandising strategy, drop schedules, and inventory lifecycle.

- Collaborate with product & marketing teams for launches, campaigns, and in-store activations.

- Own retail marketing, visibility, signage, and store design guidelines.

6. Team Leadership

- Lead a cross-functional team across Sales, Ops, Merchandising, Product, Marketing, and Training.

- Recruit, coach, and develop high-performing regional teams.

- Build SOP-driven culture across all retail formats.

7. Systems, Technology & Process Optimization:

- Implement retail MIS, CRM, ERP modules, ordering systems, and automation tools.

- Create online-offline integrated systems for inventory, billing, CRM, and store analytics.

- Build standardized processes enabling scale.

8. Omni-channel Integration:

- Lead omni-channel retail strategy including store-led delivery, BOPIS, and hyperlocal activations.

- Work with e-commerce teams on inventory planning and pricing alignment.

- Drive synergy between offline stores and digital channels.

Key KPI's:

- Retail Revenue & EBITDA

- Store-level profitability & breakeven period

- Network expansion (EBO/Franchise/MBO)

- Franchise ROI & retention

- Store productivity (ATV, UPT, conversion)

- Retail operations score (SOP compliance, VM, audits)

- Sell-through %, inventory turns & ageing

- Omni-channel contribution & store-assisted sales

- Team capability & attrition levels

Qualifications & Experience:

- 15-20 years of experience in Retail, Consumer Durables, Appliances, Lifestyle or Multi-category Retail.

- Proven experience in launching/ scaling retail verticals.

- Strong experience in EBO/Franchise/MBO retail formats.

- Ability to manage P&L of 200-400 Cr+ businesses.

- Strong leadership, commercial acumen, retail operations & new format development.

Behavioral Competencies:

- Strategic thinking with hands-on execution

- Strong commercial & operational acumen

- Ability to scale businesses in fast-paced environments

- Leadership & team development

- Stakeholder management across cross-functional teams