Head of Modern Trade and General Trade

Role Overview

The role leads the Modern Trade (MT) and General Trade (GT) business with end-to-end ownership of strategy, execution, and performance. It focuses on driving profitable growth through strong channel planning, distribution excellence, key account management, and effective P&L and team leadership, while strengthening offline sales performance and cross-functional alignment.

Key Responsibilities

Channel Strategy & Growth

• Develop and execute a comprehensive Modern Trade (MT) and General Trade (GT) strategy aligned with overall business objectives, focusing on sustainable growth and market share expansion.
• Define and achieve channel-specific growth targets (Volume, Value, Market Share) through detailed Annual Operating Plans (AOPs).
• Analyze market trends, competitive activity, and consumer insights to continuously refine channel strategies.

Category & In-Store Excellence

• Drive category building initiatives across MT and GT channels.
• Ensure excellence in product placement, visibility, shelf space, planograms, and promotional displays.
• Define and enforce standards for merchandising and in-store execution to maximize sales impact.

Distribution & Network Management

• Oversee distributor onboarding for GT and manage partner/agency selection for MT in markets without direct service.
• Optimize the end-to-end distribution network to ensure timely product availability, efficient coverage, and service quality.

Key Account & Partner Management

• Build, maintain, and strengthen strategic relationships with key accounts and channel partners.
• Negotiate and secure favorable commercial terms while ensuring long-term business alignment.

Financial & Commercial Management

• Own and manage the channel P&L, ensuring revenue growth, margin protection, and cost efficiency.
• Manage working capital, including inventory and receivables, to maintain healthy cash flow.
• Plan, allocate, and control trade spends and promotional budgets, ensuring maximum ROI.

Team Leadership & Capability Building

• Lead, manage, and mentor Key Account Managers and Area Sales Managers.
• Focus on team building, grooming, and capability development to prepare the team for the next level of performance.
• Foster a result-oriented, performance-driven culture with strong ownership of offline sales outcomes.

Requirements

• Relevant Experience: 5 to 6 years in Modern Trade and/or General Trade roles
• Educational Background: MBA from a Tier 1 institute (preferred)
• Strong understanding of Modern Trade (MT) and General Trade (GT) business models, distribution structures, and channel dynamics.
• Proven capability in channel strategy, category building, and in-store execution excellence.