General manager

6 days ago


New Delhi, India Panacea Biotec Full time

Position: General Manager Location: Delhi Reports to: Director Sales and Marketing Job Summary: The position is responsible for developing and executing strategies that drive and enhances quality of experience with our brands each and every time they encounter it, product availability, demand, increase market share, and foster strong relationships between the brand and trade partners (distributors, wholesalers, retailers). This role bridges the gap between sales and marketing, focusing on optimizing product availability, visibility, and promotional effectiveness at various retail touchpoints. The position is responsible to drive quality of customer experience consistently in a sustainable manner Key Responsibilities: Target Achievement: Achieve defined Targets for Growth, Sales and Profit for the SBU Prepare and Execute AOP of the brands and SBU P&L. Market share gain for different brand of SBU’s. Identify and successful launch of New Products, one brand every quarter to generate revenue growth and profitability. Trade Marketing Strategy Development: Lead the development of trade marketing strategies to support brand sales, availability and market growth across various channels (modern trade, general trade etc.). Analyse market trends, consumer behaviour, and competitor activity to identify opportunities for trade promotions. Execution of Trade Promotions: Oversee the planning and execution of trade promotions, including in-store displays, point-of-sale materials, merchandising, and promotional offers. Develop and manage the execution of promotional calendars and ensure timely roll-out across various regions and channels. Measure the effectiveness of trade promotions and in-store activities using data analytics and provide feedback for improvement. Retailer & Distributor Relationships: Build and maintain strong relationships with key retail and distribution partners. Negotiate and manage joint business plans with retailers and distributors, ensuring mutual growth. Manage trade agreements, pricing strategies, and promotional activities with key partners. Channel Management: Develop and optimize channel-specific strategies for modern trade and general trade Ensure brand visibility, product availability, and impactful merchandising across all channels. Monitor trade spends and ensure return on investment (ROI) from various channel activities. Sales Team Collaboration: Provide the sales force with tools, incentives, and training to optimize trade marketing effectiveness. Align on key performance indicators (KPIs) to measure success of trade marketing initiatives. Budget Management: Manage the trade marketing budget, ensuring optimal allocation of resources across regions and channels. Track, monitor, and report trade marketing expenditures to ensure they align with business objectives. Team Leadership & Development: Lead, coach, and develop a team of general and modern trade marketing to achieve their KRA’s and KPI’s. Conduct Performance Review and provide feedforward. Foster a collaborative work environment and encourage cross-functional teamwork between sales, marketing, and product development teams. Market Intelligence: Conduct regular market visits to gather insights on competitive activity, product performance, and consumer trends. Deploy suitable market research tools to gauge market trends and competitor activities, consumer behavior etc. to gain the competitive edge. Use insights to recommend adjustments to trade strategies and promotional activities. Key Skills & Competencies: Strong understanding of trade marketing and FMCG dynamics in India. Excellent strategic thinking, analytical, and problem-solving skills. Ability to build strong relationships with retailers, distributors, and internal teams. Proven track record in managing trade promotions and retail activations. Strong leadership skills with experience in managing cross-functional teams. Excellent communication, negotiation, and presentation skills. Ability to work in a fast-paced, dynamic environment and manage multiple priorities. Qualifications: Bachelor's degree in Marketing, Business Administration, or related field (MBA preferred) from a reputed institute like IIM, ISB etc. Experience: Minimum of 10-15 years of experience in trade marketing, sales, or brand management in the FMCG or retail industry. Experience working with diverse trade channels in the Indian market (modern trade and general trade) with at least 5 years in a leadership role. Interested candidate may share send their resume to Kulvinder Sarao, CHRO & Sr. Vice President at his email id



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