General Manager - Channel Marketing - FMCG - IIM/MDI/ISB

Drive revenue from the B2C/B2B ecosystem of Channel Partners across the entire country. Continuously work on Digital transformation journey improve existing products or build new products for partners. Introduce new models of channel development & engagement. Overall responsible for channel wise sales revenue, partner ROI, service to partner & NPS.

Channel Development:

- Introduce new digital technologies to scale the partner channel ecosystem & Operations

- Digitally transform the current processes and ways of working like partner portal, digital onboarding, corporate portal etc.

- Develop new channel management models like Master Franchise, Rural franchise, Key Accounts etc.

- Define and implement channel segmentation, value proposition & acquisition strategy

- Conduct in-depth research to identify new market opportunities and consumer preferences to run a geo-based expansion strategy for the franchise channel

Partner Management & Engagement:

- Responsible for key channel metrics for partner management like revenue, ROI, partner SLA management, compliance, partner training & channel NPS

- Defining & driving engagement programs for B2B & B2C channel partners to improve operational efficiency

- Closely work with Sales Heads on the GTM and Channel Activation Strategy and roll out channel-wise activation programs to drive sales

- Run Special Key Account Management programs for top clients

- Define and monitor Key partner performance KPIs like NPS, store operations, brand guidelines, compliance, complaints, etc.

- Driving productivity of channels (B2C & B2B) via different business propositions & programs.

Partner Development:

- Onboard new partners and responsible for creating and implementing post-onboarding partner success journey

- Use digital properties given to franchise for enabling DIY marketing tools like partner portal, AI/ML recommendation engine usage, OBD, GMB, SNS

- Staging the channel partners in different buckets basis the aging of the channel partners & defining the growth plan through market support for each category, like Matured Vs Maturing Vs. newly onboarded

- Building new avenues for growth, sustaining the existing ones, and responsible for bringing in revenues for franchise partners

- Ensure the benchmark level of skilling of the partner & its employees

Channel Activation:

- Design and execute annual channel activation roadmap across tier 1/ 2/ 3 & rural cities.

- Budget management and promotional spending to maximize ROI and budget efficiency

People Management:

- Hire, develop, coach, and lead successful team leaders with high-quality personnel to deliver profitable growth

- Motivate & mentor diverse team to achieve key performance targets

Experience:

- 10 to 15 years

Qualification Background:

- MBA from a reputed business school

Prior Experience/Background:

- Minimum of 5 years of experience dealing with franchisee/retail/distributors business management.