Varun Beverages Limited/RJ Corp - Lead - Go To Market - IIM/ISB/FMS/XLRI

Role Title Lead - GTM

Reporting to Head - Strategy

Job Location Gurgaon

Purpose of the Job

This role is responsible for designing and executing the company's go-to-market strategy to drive revenue growth, market penetration, and competitive positioning. The individual will play a key role in identifying target segments, defining value propositions, optimizing channel strategies, and enabling successful product and market expansion.

Key Deliverables / KPIs:

Route-to-Market (RTM) & Distribution Strategy:

- Strengthen and optimize distribution network (distributors, wholesalers, direct reach)

- Drive numeric & weighted distribution expansion across urban and rural markets

- Improve last-mile execution and outlet servicing frequency

Outlet Segmentation & Channel Strategy:

- Define and implement channel-wise GTM (General Trade, Modern Trade, E- commerce, On-Premise)

- Build differentiated strategies for high throughput outlets (HTOs), convenience stores, and HoReCa

- Enhance cooler placement, visibility, and share of shelf

Portfolio & Pack-Price Strategy:

- Drive right SKU mix and pack-price architecture across channels

- Align GTM priorities with category roles (CSD, hydration, energy, juices)

- Support premiumization and affordability strategies based on market needs

Market Development & Demand Generation:

- Partner with Sales & Marketing to execute market activations, promotions, and seasonal campaigns

- Identify white spaces for expansion (new towns, rural penetration, new consumption occasions)

- Drive initiatives to increase per outlet throughput and consumption occasions

New Product Launch & Expansion:

- Lead GTM planning for new product introductions and market rollouts

- Ensure speed to market, outlet seeding, and initial traction tracking

Competitive Intelligence:

- Track competitor moves (pricing, schemes, distribution expansion, cooler investments)

- Generate actionable insights to refine GTM strategy in real time

- GTM Performance Tracking

- Digital GTM: Partner with Sales Team for GTM digitization

Must Have Education

MBA from Tier-1 business schools preferred (IIMs / ISB / FMS / XLRI, etc)

Years of Experience : 5 - 8 years in FMCG / Beverages / Consumer Distribution-heavy businesses

Skills & Competencies

- Strong understanding of FMCG distribution and RTM models

- Hands-on experience in channel strategy / GTM / sales strategy roles

- Deep understanding of General Trade dynamics and outlet universe expansion

- Strong commercial acumen (pricing, margins, scheme effectiveness)

- Ability to work closely with frontline sales teams and distributors

- Analytical mindset with ability to translate data into actionable GTM interventions

- High ownership with execution orientation in a high-volume, fast-paced environment

Industry Experience - Beverages Industry/Management Consulting (Beverage Client)