Shopper & Customer Marketing Lead

Job Title: Shopper & Customer Marketing Lead

Location: Kolkata (Onsite - Work from Office)

About the Role

We are looking for a dynamic, results-oriented professional to drive GTM strategy, distribution design and sales execution excellence. The role will strengthen sales force effectiveness, leverage sales technology and analytics, optimize trade spends and accelerate growth across General Trade, Modern Trade and Professional channels.

Key Responsibilities

• GTM & Distribution: Design RTM strategy, expand numeric & weighted distribution, identify geographical white spaces and optimize distributor/sub-stockist networks and cost-to-serve.
• Sales Force Effectiveness: Drive beat planning, PJP, outlet segmentation and standardized performance governance through MBR/QBR and dashboards.
• Launch & Execution Excellence: Build playbooks for NPD launches, trade activations, seasonal campaigns and gold-standard outlet execution.
• Sales Technology & Analytics: Own SFA/DMS adoption and data hygiene; develop Power BI/Excel dashboards to track secondary sales, outlet productivity, assortment and execution.
• Commercial Excellence: Design sales incentive plans, optimize trade schemes/promotions and improve trade spend and distributor ROI.
• Capability Building: Develop sales competency frameworks and training for frontline teams, while strengthening coaching and on-ground execution.

Preferred Skills & Know-how

• Strong understanding of GTM, RTM, distribution and sales force effectiveness.
• Hands-on expertise in SFA/DMS, Power BI and advanced Excel.
• Strong analytical, commercial and problem-solving skills.
• Experience in trade spend optimization, distributor ROI and sales incentive design.
• Strong stakeholder management and ability to influence teams without direct authority.
• Bias for action and ability to build processes from scratch in a fast-paced environment.

Experience Requirements

• 8-12 years of experience in FMCG, with 3+ years in a similar GTM/Trade Marketing role.
• Must have hands-on experience as an ASM managing a large distributor network.
• Experience across General Trade, Modern Trade and/or Professional channels preferred.
• Graduate/MBA or relevant qualification preferred.

Key Success Metrics

Distribution Growth | Sales Productivity | Execution Excellence | SFA Adoption | Trade Spend ROI | Distributor ROI & Working Capital