Manager - Channel Sales - FMCG

Role Purpose

The Channel Development Manager - Urban will be responsible for designing, strengthening, and scaling urban distribution architecture and channel strategies to drive market penetration, availability, and growth for CKPL brands. The role focuses on developing sustainable distribution models, expanding urban reach, activating key trade channels, and ensuring strong NPD footprint in urban markets.

The incumbent will work closely with Sales, Trade Marketing, Supply Chain, and Regional Teams to develop scalable programs that enhance distribution efficiency, outlet productivity, and partner engagement.

Key Responsibilities

1. Urban Distribution Strategy & Expansion

• Design and implement urban distribution strategy aligned with company growth objectives.
• Identify new urban markets, micro markets, and high-potential clusters for distribution expansion.
• Develop scalable distribution models (Hub & Spoke, Sub-distributor, Direct coverage models).
• Drive numeric and weighted distribution expansion.

2. Distribution Infrastructure Planning

• Plan and establish optimal distribution infrastructure including distributors, sub-stockists, and hub models.
• Define territory coverage norms, beat plans, and outlet servicing structures.
• Evaluate distributor capabilities and recommend capacity enhancement or restructuring.

3. Partner Engagement & Capability Building

• Develop programs for distributor engagement and partner profitability improvement.
• Ensure channel health, working capital discipline, and service levels.
• Drive initiatives to improve partner loyalty and collaboration.

4. Channel & Outlet Development

• Develop urban trade channel strategies across General Trade, Wholesale, Cosmetic & Fancy stores, and Key Urban Outlets.
• Implement Key Outlet Programs to improve visibility, assortment, and sales productivity.

5. Wholesale & Market Activation

• Drive wholesale channel development and activations in major urban wholesale markets.
• Identify high influence wholesalers and develop engagement models.

6. New Product Distribution (NPD) Execution

• Design NPD rollout strategies for urban markets.
• Define minimum footprint norms and launch coverage plans.
• Track initial distribution build-up and market adoption.

7. Trade Programs & Market Initiatives

• Conceptualize and execute urban-specific trade programs.
• Roll out retailer engagement programs, visibility initiatives, and retail loyalty programs.

8. Projects & Strategic Initiatives

• Lead sales development projects including urban GTM pilots, new channel models, and productivity initiatives.
• Benchmark competition and adopt best practices.

9. Data Analytics & Market Insights

• Analyze distribution data, outlet productivity, and channel performance.
• Identify white spaces and opportunity areas.
• Provide actionable insights to sales leadership.