Head - CPG (Online Channels)

As Head CPG (Online Channels), you will own and scale Chai Points packaged products business across E-commerce, Quick Commerce, D2C, and emerging digital platforms. This role demands a leader who understands the digital shelf, performance marketing, platform dynamics, and can build a profitable, high-velocity online growth engine.

This is a pivotal opportunity to shape Chai Points presence across Amazon, Flipkart, Blinkit, Zepto, Instamart, and beyond.

Key Responsibilities

1. Online Business Ownership & P&L

• Own the online CPG business P&L, revenue targets, and contribution margins.
• Drive aggressive growth across digital channels while ensuring sustainable profitability.
• Define the online channel strategy aligned with Chai Points overall consumer brand ambition.

2. Marketplace & Platform Growth

• Lead end-to-end management of key platforms:

Amazon, Flipkart, BigBasket, JioMart, Blinkit, Zepto, Swiggy Instamart, etc.

• Build strong joint business plans (JBPs) with platform partners.
• Drive platform-specific growth levers: visibility, conversions, ratings, assortment, and promotions.

3. Quick Commerce Expansion

• Own Chai Points rapid scale-up across the Q-commerce ecosystem.
• Drive high-frequency product adoption through optimized assortment, availability, and execution.
• Work closely with last-mile partners on demand planning and service levels.

4. D2C & Digital Brand Engine

• Build and scale Chai Points direct-to-consumer business across website/app.
• Drive repeat purchase, subscription models, loyalty programs, and personalization.
• Partner with marketing teams to create a strong digital-first consumer journey.

5. Performance Marketing & Digital Shelf Excellence

• Own online demand generation through:
• Search and keyword optimization
• Sponsored ads and media spends
• Conversion funnel improvements
• Digital content and storytelling
• Ensure best-in-class digital shelf execution: packaging, product pages, A+ content, reviews.

6. Pricing, Promotions & Revenue Management

• Lead pricing architecture, discounting strategy, and promotional calendars.
• Balance growth with margin discipline across marketplaces and Q-commerce.
• Track competitive pricing and category trends.

7. Supply Chain & Forecasting for Online

• Work with planning and supply chain teams to ensure:
• High fill rates
• Minimal stockouts
• Efficient inventory turns
• Build robust demand forecasting models for fast-moving online channels.

8. Team Leadership & Cross-functional Collaboration

• Build and lead a high-performing digital commerce team across:
• Key account management
• Category & growth
• Performance marketing
• Operations & analytics
• Collaborate closely with brand, finance, product, and supply chain teams.

Key Success Metrics

• Online revenue growth and channel contribution
• Market share across e-commerce and Q-commerce platforms
• Conversion rate, repeat rate, and customer acquisition efficiency
• Visibility and search ranking on marketplaces
• Fill rate, availability, and operational execution excellence
• Margin and promotion ROI optimization

Ideal Candidate Profile

Experience

• 1015+ years of experience in FMCG / Consumer Brands / Packaged Foods & Beverages
• 5+ years leading E-commerce / Quick Commerce / D2C growth
• Proven experience scaling brands across Amazon, Flipkart, Blinkit, Zepto, Instamart, etc.

Core Skills

• Deep understanding of digital commerce ecosystem and platform algorithms
• Strong commercial and analytical acumen with P&L ownership
• Expertise in revenue management, promotions, and performance marketing
• High ownership mindset with execution speed and entrepreneurial drive
• Strong leadership and stakeholder management skills