General Manager - Go To Market - FMCG

SDM /Go-To-Market (GTM) Head
Position Summary
We are seeking a dynamic and digitally-savvy SDM / GTM Head who will architect and execute our multi-channel sales strategy during a critical growth phase. This role offers a clear succession path to National Sales Head, purely on merit grounds and business needs, for the right candidate who can demonstrate strategic vision, operational excellence, and the ability to scale our business across all channels.
Key Responsibilities
Strategic Leadership
- Design and implement comprehensive go-to-market strategies primarily in GT channel and managing sales force automation platforms/ workings etc for other channels namely Horeca/ MT/ E-com.
- Lead digital transformation initiatives across sales operations, including CRM implementation, sales automation, and data analytics
- Drive channel optimization and identify new revenue streams aligned with evolving consumer behaviors
- Develop annual and quarterly business plans with clear KPIs and accountability mechanisms
- Build scenario planning frameworks to navigate market volatility and capture emerging opportunities
Sales Operations & Enablement
- Build agile sales operating models that balance scale with speed-to-market
- Implement progressive sales practices including territory optimization, dynamic pricing, and predictive analytics
- Establish robust secondary sales tracking and real-time market intelligence systems
- Design and deploy sales force automation tools to enhance productivity
- Drive specifically GT distributor (RDS) efficiencies and deployment of infrastructure and its regular health-checks (across all active territories).
Productivity & Performance Management
- Drive comprehensive productivity improvement plans across the sales organization to optimize output per resource
- Design and implement progressive incentive schemes aligned with business objectives and channel dynamics
- Establish robust monitoring mechanisms for sales fleet performance metrics including coverage, strike rate, productivity, and order value
- Create real-time dashboards and performance scorecards for tracking individual and team performance
- Institute best-in-class ways of working including beat planning, call norms, customer engagement protocols, and time management

- Conduct regular performance reviews and calibration sessions to ensure consistent standards
- Implement corrective action frameworks and performance improvement plans where needed
- Benchmark sales force effectiveness against industry standards and drive continuous improvement
Team Building & Leadership
- Build, mentor, and lead high-performing teams across channels
- Foster culture of accountability, innovation, and continuous improvement
- Develop succession pipeline and organizational capability for next phase of growth
- Drive cross-functional collaboration with marketing, supply chain, finance, and product teams
Digital & Analytics
- Champion data-driven decision making through advanced analytics and business intelligence
- Leverage digital tools for demand forecasting, route optimization, and inventory management
- Drive omnichannel integration to create seamless customer experiences
- Monitor digital-first competition and adapt strategies proactively
Required Qualifications
Experience & Background
- 18-20+ years in FMCG sales and distribution with at least 5-7 years in leadership roles
- Proven track record of scaling businesses through significant growth phases
- Deep experience across multiple sales channels; spices/foods category experience highly preferred
- Demonstrated success in both traditional trade and digital commerce environments
- Strong background in sales force productivity management and incentive design
- Since the role is designed for step -up progression as NSM -GT, the proposed resource should be well-versed and experienced in handling large geo-span and teams.
Core Competencies:
- Strategic thinking with strong commercial acumen and P&L ownership
- Digital fluency with hands-on experience in sales tech implementation
- Agile leadership style with ability to experiment, learn, and pivot quickly
- Strong analytical capabilities with comfort in data-driven storytelling
- Change management expertise in driving organizational transformation
- Expertise in designing performance management systems and incentive structures
Leadership Qualities
- Entrepreneurial mindset with builder mentality
- Collaborative leader who can influence without authority
- High energy and resilience to thrive in fast-paced environment
- Strong stakeholder management across internal and external partners
- Clear communicator who can inspire teams and align leadership
- Performance-oriented with ability to drive meritocracy and high standards
Technical Skills
- Proficiency in CRM systems (Salesforce/SAP preferred), BI tools, and Excel-based modeling
- Understanding of e-commerce platforms, marketplace dynamics, and digital marketing
- Familiarity with supply chain technologies and distribution management systems
- Experience with sales force tracking systems and performance analytics platforms
Education
- MBA full time preferred.
- Additional certifications in digital marketing, data analytics, or sales management are a plus
Reporting Structure
Reports to: Business Unit Head.