Assistant General Manager - Home Market Development & Urban Channels - FMCG

Role Overview:

To develop Coimbatore as the organization's flagship urban market by designing and executing differentiated sales, distribution, and marketing strategies that increase consumer penetration, strengthen brand visibility, expand modern retail channels, and accelerate the growth of Fresh and Value-Added Dairy Products.

The role is expected to build scalable market development models that can subsequently be replicated across other strategic markets.

Key Responsibilities:

- Own the overall business performance of the Coimbatore market.

- Develop and execute the annual business plan for the city.

- Deliver growth in sales, market share, outlet reach, and profitability.

- Establish Coimbatore as the benchmark market for the organization.

- Design and execute differentiated urban market development initiatives, including Retail cum Distribution (RCD) outlets, Stand-Alone Supermarket (SASM) partnerships, Apartment-based retail models, Institutional and community sales initiatives, and emerging urban retail formats.

- Strengthen distributor capability and market coverage, improve numeric and weighted distribution, and ensure optimum outlet servicing frequency.

- Drive profitable category growth by optimizing product assortment, shelf productivity, and increasing the contribution of Value-Added Products.

- Develop trade marketing initiatives to increase retailer engagement and consumer demand through merchandising, visibility, and local activations.

- Improve outlet excellence through high visual merchandising standards and planogram compliance.

- Provide market intelligence on consumer behaviour and competitive activity to Marketing and New Product Development teams.

- Lead and develop the Coimbatore sales team by setting performance objectives, coaching Sales Officers, and driving execution discipline.

- Work closely with Marketing, Supply Chain, Production, Quality, and Finance to ensure seamless execution.

Key Performance Indicators (KPIs):

- Revenue growth - Coimbatore market

- Market share improvement

- Numeric and weighted distribution

- RCD outlet expansion

- SASM partnerships established

- Apartment retail initiatives launched

- Distributor productivity and retention

- Value Added Product contribution

- Shelf share and retail visibility

- Consumer activation effectiveness

- New channel contribution

- Outlet productivity

- Team productivity

- Gross margin improvement

Candidate Profile:

Education:

- MBA / PGDM from a reputed management institute with specialization in Marketing or Sales. Candidates from premier management institutions will be preferred.

Experience:

- 10+ years of progressive experience in FMCG, Foods, Dairy, or Consumer Products.

- Significant experience in urban market development, modern trade, distributor management, and category growth.

- Demonstrated success in designing and scaling innovative go-to-market models.

Age - Preferred: 30 - 37 years