Varun Beverages Limited/RJ Corp - Lead - Go To Market - IIM/ISB/FMS/XLRI

Purpose of the Job

This role is responsible for designing and executing the company's go-to-market strategy to drive revenue growth, market penetration, and competitive positioning. The individual will play a key role in identifying target segments, defining value propositions, optimizing channel strategies, and enabling successful product and market expansion.

• Strengthen and optimize distribution network (distributors, wholesalers, direct reach)

• Drive numeric & weighted distribution expansion across urban and rural markets

• Improve last-mile execution and outlet servicing frequency

Outlet Segmentation & Channel Strategy:

• Define and implement channel-wise GTM (General Trade, Modern Trade, E- commerce, On-Premise)

• Build differentiated strategies for high throughput outlets (HTOs), convenience stores, and HoReCa

• Enhance cooler placement, visibility, and share of shelf

Portfolio & Pack-Price Strategy:

• Drive right SKU mix and pack-price architecture across channels

• Align GTM priorities with category roles (CSD, hydration, energy, juices)

• Support premiumization and affordability strategies based on market needs

Market Development & Demand Generation:

• Partner with Sales & Marketing to execute market activations, promotions, and seasonal campaigns

• Identify white spaces for expansion (new towns, rural penetration, new consumption occasions)

• Drive initiatives to increase per outlet throughput and consumption occasions

New Product Launch & Expansion:

• Lead GTM planning for new product introductions and market rollouts

• Ensure speed to market, outlet seeding, and initial traction tracking

Competitive Intelligence:

• Track competitor moves (pricing, schemes, distribution expansion, cooler investments)

• Generate actionable insights to refine GTM strategy in real time

• GTM Performance Tracking

• Digital GTM: Partner with Sales Team for GTM digitization