Job description
Role-: To establish, scale, and manage E-commerce and Quick Commerce (Q-commerce) channels as a strategic growth vertical for the brand. This includes driving sales through platforms like Swiggy Instamart, Blinkit, Zepto, BigBasket, Amazon, and Flipkart, while developing direct-to-consumer (D2C) and modern trade digital models for sustainable business growth.
Key Responsibilities
- Strategy & Business Planning
- Develop and execute the Alternative Channel growth strategy aligned with company goals.
- Identify high-potential platforms, categories, and regions to expand the brand's reach.
- Define annual revenue targets, margin structures, and promotional budgets for e- commerce and Q-commerce channels.
- Build P&L ownership and ensure profitability.
- Channel Development & Partnerships
- Drive relationships with leading e-commerce and quick commerce platforms.
- Negotiate listings, visibility, commercial terms, and joint marketing plans.
- Manage onboarding of new partners and ensure product catalog completeness.
- Develop partnerships for cloud retail, aggregators, and last-mile fulfillment models.
- D2C & Digital Expansion
- Work with marketing and IT teams to build and scale company's own D2C website/app.
- Implement digital CRM, subscription models, and loyalty programs.
- Drive performance marketing and data-driven sales conversions.
- Assortment & Category Management
- Curate portfolio for online-exclusive SKUs and combos.
- Monitor pricing, competition, and product visibility across platforms.
- Optimize inventory and replenishment cycles for each partner channel.
- Develop differentiated packs and promotions suitable for online consumption.
- Demand Planning & Operations
- Coordinate with Supply Chain and Production for demand forecasting and fulfillment.
- Ensure efficient distribution from central warehouses to partner dark stores.
- Manage OTIF (On-Time In-Full) performance and minimize returns/damages.
- Marketing & Visibility
- Partner with digital and brand marketing teams for campaign execution.
- Ensure strong digital presence and content optimization (images, descriptions, reviews).
- Plan co-branded activations and seasonal promotions (summer, festivals, etc.).
- Data, Analytics & Insights
- Track daily/weekly dashboards on sales, margins, stock, and platform performance.
- Use analytics to identify trends, top-selling SKUs, and improvement areas.
- Present monthly business reviews and forecasts to leadership.
- Team Leadership
- Build and lead a small, agile team for e-commerce, q-commerce, and digital trade.
- Foster collaboration across Sales, Supply Chain, Marketing, and Finance.
- Coach team members on digital sales excellence and partner relationship management. Key Performance Indicators (KPIs):
- E-commerce & Quick Commerce revenue contribution (%)
- Platform-wise sales growth & visibility score
- Gross margin & trade spend efficiency
- On-Time In-Full (OTIF) delivery performance
- Digital campaign ROI / D2C conversion rate Requirements Qualifications & Experience:
- MBA / PG in Marketing, Sales, or Digital Business. - 10-15 years of FMCG / Food Retail / Consumer Goods experience, with 3-5 years in ecommerce or quick commerce leadership.
- Proven experience in managing partnerships with Swiggy Instamart, Blinkit, Zepto, BigBasket, or Amazon/Flipkart Grocery.
- Strong analytical, commercial negotiation, and digital strategy skills.
- Familiar with trade marketing, demand planning, and omnichannel distribution.