General Manager - Sales & Marketing - Perfumes

• Job Title: General Manager (Sales & Marketing) - Perfumes
• Experience: 8-20 Years
• Location: Corporate Headquarters (DSHQ)
• Reporting To: Sr. Vice President - Marketing
• Reports: No Direct Reports

Role Summary

• The General Manager (Sales & Marketing) - Perfumes will lead the strategic, operational, and testing-related deliverables for building, scaling, and validating the organization's perfume category.

- The role involves driving end-to-end sales and marketing functions, evaluating product performance, overseeing packaging and consumer testing, and ensuring the successful execution and quality assurance of all perfume-related launches and campaigns.

• The position demands deep industry knowledge, strong commercial acumen, and the ability to drive innovation across premium and luxury fragrance segments.

Key Responsibilities (KRA):

Category Strategy & Growth:

• Build and scale the perfume category through strategic product positioning, pricing, and distribution.
• Develop the annual sales and marketing roadmap aligned with brand and market objectives.
• Ensure continuous alignment with premium and luxury segment trends.

Product, Packaging & Market Validation:

• Lead the development, testing, and validation of fragrance products, packaging formats, and SKU performance.
• Conduct product benchmarking, sensory testing, stability tests, and consumer panels to ensure product-market fit.
• Collaborate with vendors to verify fragrance quality, consistency, and sourcing standards.

Sales & Channel Development:

• Drive multi-format sales strategies across retail, distributors, modern trade, and online channels.
• Implement pilot testing of new launches across selected markets and track performance KPIs.
• Execute sales promotion programs and evaluate campaign effectiveness.

Marketing, Branding & Campaign Execution:

• Develop brand strategy, communication plans, and creative briefs for agencies.
• Oversee testing of campaign concepts, packaging creatives, and consumer responses before full-scale rollout.
• Track campaign ROI, digital performance, and shopper engagement metrics.

Market Intelligence & Competitive Benchmarking:

• Conduct continuous market scans, competitor tracking, pricing analysis, and trend research.
• Integrate insights from consumer research, focus groups, and agency reports into strategic decisions.
• Validate claims, product positioning, and category innovations through structured testing frameworks.

Cross-functional Collaboration:

• Work closely with internal teams including Packaging, Product Development, Logistics, Supply Chain & Costing.
• Engage with external partners such as Retailers, Distributors, Agencies, Perfume Vendors, and Research Firms.
• Ensure seamless coordination during launches, promotions, and new product tests.

Performance Monitoring & Reporting:

• Track category performance through sales analytics, market share analysis, and product lifecycle evaluation.
• Create structured MIS reports covering launch effectiveness, sales uplift, and consumer adoption metrics.
• Identify gaps in product performance and lead optimization initiatives.

Required Skillsets:

• Deep knowledge of the perfume industry, fragrance families, packaging formats, pricing architecture, and global trends.
• Strong sales and marketing expertise, especially within premium and luxury categories.
• Proficiency in product testing frameworks, consumer research evaluation, and category performance analysis.
• Strong strategic thinking, analytical capability, and data-driven decision-making.
• Creativity in branding, packaging, and market innovation.
• Ability to collaborate across multiple stakeholders and manage high-value vendor relationships.
• Excellent communication, negotiation, and presentation skills.
• Proven ability to drive large-scale category growth initiatives independently.

Behavioral Competencies:

• Strategic mindset with strong execution discipline.
• High ownership and accountability.
• Strong stakeholder management and influencing skills.
• Consumer-centric thinking with passion for fragrance and lifestyle categories.

Educational Qualification: - MBA in Marketing (mandatory)

Experience Required:

• 15-20 years of total experience in Sales & Marketing
• 8-10 years must be in the perfume industry