Assistant General Manager

Job Description

Position: Assistant General Manager Home Market Development & Urban Channels (Coimbatore)

Function: Sales & Marketing

Location: Coimbatore

Reporting To: Head Sales & Marketing

Role Purpose:

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.

Role & responsibilities

1. Home Market Business Leadership

• 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.

2. Urban Market Development

• 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
• Emerging urban retail formats
• Identify new consumption opportunities and increase market penetration across the city.

3. Sales & Distribution Strategy

• Strengthen distributor capability and market coverage.
• Identify, appoint, and retain high-performing distributors.
• Improve numeric and weighted distribution.
• Ensure optimum outlet servicing frequency.
• Increase availability across Fresh, Chilled, and Ambient product categories.

4. Category & Product Mix Management

Drive profitable category growth by:

• Optimizing product assortment across outlets.
• Developing market-specific product combinations.
• Improving shelf productivity.
• Increasing the contribution of Value-Added Products.
• Enhancing average billing per outlet.

5. Trade Marketing & Consumer Pull

Develop initiatives that increase retailer engagement and consumer demand through:

• In-store merchandising.
• Shelf visibility.
• Product displays.
• Cross-selling and bundled offerings.
• Seasonal promotions.

6. Outlet Excellence

• Improve the attractiveness and commercial effectiveness of retail touchpoints by ensuring:
• High visual merchandising standards.
• Product freshness and availability.
• Planogram compliance where applicable.
• Effective branding and communication.
• Superior consumer shopping experience.

7. Consumer & Market Intelligence

Study consumer behaviour, buying patterns, competitive activity, and emerging trends.

Identify:

• White-space opportunities.
• Product gaps.
• Pricing opportunities.
• Consumption occasions.
• New retail concepts.

Provide market intelligence to Marketing and New Product Development teams.

• Sampling and product demonstrations.
• Local market activation campaigns.

8. Distributor & Retail Relationship Management

Develop long-term strategic partnerships with:

• Distributors
• Retail chains
• Stand-alone supermarkets
• Apartment associations
• Institutional buyers

Negotiate commercial arrangements that improve distribution, visibility, and market share.

9. Sales Team Leadership

Lead and develop the Coimbatore sales team by:

• Setting performance objectives.
• Coaching Sales Officers.
• Driving execution discipline.
• Building a culture of accountability and innovation.
• Ensuring high productivity across the territory.

10. Cross-Functional Leadership

Work closely with:

• Marketing
• Supply Chain
• Production
• Quality
• Finance
• New Product Development

to ensure seamless execution of market development initiatives.

Preferred candidate profile

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: 15–18 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