Assistant General Manager

Velgha Learning Solutions | People‑Led Leadership Facilitation & Fractional CHRO Services I To Win; Tamil Nadu; On-site; INR 2,400,000 - 3,600,000; Full time

Job summary

Velgha Learning Solutions seeks an experienced leader to drive Home Market Development & Urban Channels in Coimbatore, establishing the city as the flagship urban market for the organization.

You will design and execute differentiated sales, distribution, and marketing strategies to boost consumer penetration and strengthen brand visibility for Fresh and Value-Added Dairy Products.

Qualifications

• MBA/PGDM from a reputed institute with specialization in Marketing or Sales.
• 15–18 years of progressive experience in FMCG, Foods, Dairy, or Consumer Products.
• Significant experience in urban market development, modern trade, distributor management, and category growth.

Responsibilities

• Own the overall business performance of the Coimbatore market.
• Develop and execute the annual business plan for the city.
• Deliver growth in sales, market share, outlet reach, and profitability.
• Establish Coimbatore as the benchmark market for the organization.
• Improve retail touchpoints with high visual merchandising standards, product freshness, and availability.
• Design and execute urban market development initiatives including SASM partnerships and apartment-based retail models.
• Identify white-space opportunities, pricing opportunities, and new consumption occasions.
• Provide market intelligence to Marketing and NPD teams.
• Lead and develop the Coimbatore sales team and ensure high productivity across the territory.
• Drive distributor capability, market coverage, and channel partnerships.
• Develop trade marketing initiatives to increase retailer engagement and consumer demand.

Skills

Urban market development

Distributor management

Category growth

Trade marketing

Education

MBA / PGDM

Job description

Position: Assistant General Manager – Home Market Development & Urban Channels (Coimbatore)

Location: Coimbatore

Role Purpose: To develop Coimbatore as the organization's flagship urban market by designing and executing differentiated sales, distribution, and marketing strategies that increase consumer penetration, strengthen brand visibility, expand modern retail channels, and accelerate the growth of Fresh and Value-Added Dairy Products.

The role is expected to build scalable market development models that can subsequently be replicated across other strategic markets.

Key Responsibilities

1. Home Market Business Leadership

• Own the overall business performance of the Coimbatore market.
• Develop and execute the annual business plan for the city.
• Deliver growth in sales, market share, outlet reach, and profitability.
• Establish Coimbatore as the benchmark market for the organization.
• Improve the attractiveness and commercial effectiveness of retail touchpoints by ensuring:
  • High visual merchandising standards.
  • Product freshness and availability.
  • Planogram compliance where applicable.
  • Effective branding and communication.
• Design and execute differentiated urban market development initiatives, including:
  • Stand-Alone Supermarket (SASM) partnerships
  • Apartment-based retail models
  • Institutional and community sales initiatives
  • Emerging urban retail formats
• Identify new consumption opportunities and increase market penetration across the city.
• Study consumer behaviour, buying patterns, competitive activity, and emerging trends.
• Identify:
  • White-space opportunities.
  • Product gaps.
  • Pricing opportunities.
  • Consumption occasions.
  • New retail concepts.
• Provide market intelligence to Marketing and New Product Development teams.

3. Sales & Distribution Strategy

• Strengthen distributor capability and market coverage.
• Identify, appoint, and retain high-performing distributors.
• Improve numeric and weighted distribution.
• Ensure optimum outlet servicing frequency.
• Increase availability across Fresh, Chilled, and Ambient product categories.

8. Distributor & Retail Relationship Management

• Develop long-term strategic partnerships with:
  • Distributors
  • Retail chains
  • Stand-alone supermarkets
  • Apartment associations
  • Institutional buyers
• Negotiate commercial arrangements that improve distribution, visibility, and market share.

4. Category & Product Mix Management

• Drive profitable category growth by:
  • Optimizing product assortment across outlets.
  • Developing market-specific product combinations.
  • Improving shelf productivity.
  • Increasing the contribution of Value-Added Products.
  • Enhancing average billing per outlet.
• Lead and develop the Coimbatore sales team by:
  • Setting performance objectives.
  • Coaching Sales Officers.
  • Driving execution discipline.
  • Building a culture of accountability and innovation.
  • Ensuring high productivity across the territory.

5. Trade Marketing & Consumer Pull

• Develop initiatives that increase retailer engagement and consumer demand through:
  • In-store merchandising.
  • Product displays.
  • Cross-selling and bundled offerings.
  • Seasonal promotions.
  • Sampling and product demonstrations.
  • Local market activation campaigns.

10. Cross-Functional Leadership

• Work closely with Supply Chain to ensure seamless execution of market development initiatives.

Key Performance Indicators (KPIs)

• Revenue growth – Coimbatore market
• Market share improvement
• Numeric and weighted distributionDistributor productivity and retention
• Value Added Product contribution
• Shelf share and retail visibility
• New channel contribution

Candidate Profile

Education

MBA / PGDM from a reputed management institute with specialization in Marketing or Sales. Candidates from premier management institutions will be preferred.

Experience

15–18 years of progressive experience in FMCG, Foods, Dairy, or Consumer Products.

Significant experience in urban market development, modern trade, distributor management, and category growth.

Demonstrated success in designing and scaling innovative go-to-market models.