Channel Development / GTM Manager

Channel Development / Go-to-Market (GTM) Manager

Reports To NSM

Location Mumbai (HO+Field)

Experience: 5–10 years in FMCG / Skincare Sales, GTM Strategy, Channel Development

About the Role

We are looking for a Channel Development Manager / Go-to-Market Manager to lead the design and execution of channel and route-to-market (RTM) strategies across Skincare Portfolio for Dermatological Skincare This role sits at the intersection of sales, marketing, and category strategy-translating brand and commercial objectives into channel-specific plans that drive distribution, availability, and profitable growth across General Trade, Modern Trade, Institution channel.

The ideal candidate is a commercially sharp, data-driven who can build channel strategy from the ground up, work cross-functionally with Sales, Marketing, Supply Chain, and Finance, and translate strategy into field-ready execution plans.

Key Responsibilities

Channel & Route-to-Market Strategy

• Develop and own the channel strategy and route-to-market (RTM) architecture across General Trade, Modern Trade, and alternate/emerging channels.
• Identify white-space and growth opportunities by channel, region, and customer segment through market mapping and channel audits.
• Design differentiated go-to-market models (direct distribution, distributor-led, hybrid) based on channel economics and market maturity.
• Lead new channel entry and expansion projects, including business case development, pilot design, and scale-up planning.

Go-to-Market Execution

• Translate brand and category launch plans into channel-specific go-to-market plans, including assortment, pricing, promotions, and merchandising guidelines.
• Partner with Trade Marketing to build channel-specific sales playbooks, incentive structures, and distribution targets.
• Monitor in-market execution quality (distribution, visibility, share of shelf/voice) and course-correct plans based on field feedback.

Cross-Functional & Stakeholder Management

• Act as the key liaison between Sales, Trade Marketing, Category, Supply Chain, and Finance for channel-related initiatives.
• Partner with distributors, key accounts, and channel partners to align on joint business plans (JBPs) where applicable.
• Present channel strategy and performance updates to senior leadership.

Market & Competitive Intelligence

• Track channel trends, shopper behaviour shifts, and competitor channel strategies within Skincare
• Use consumer and shopper insights (Nielsen, Kantar, internal data) to refine channel and assortment strategy.

Requirements

Experience & Education

• Bachelor’s degree in business, Marketing, Economics, or related field; MBA preferred.
• 5–10 years of experience in FMCG/Skincare, with a strong background in sales, channel strategy, or key account management.
• Proven experience building or scaling go-to-market plans across multiple channels (General Trade, Modern Trade, Alternate Channel).
• Experience working with distributors and/or managing route-to-market models is a strong plus.

Skills & Competencies

• Strong commercial and analytical acumen -comfortable working with sales, financial, and market-share data.
• Demonstrated project management skills; able to lead cross-functional initiatives from strategy to execution.
• Excellent stakeholder management and influencing skills, including with senior leadership and external partners.
• Proficiency in Excel/PowerPoint; familiarity with Nielsen/Kantar or similar market data tools is a plus.
• Strong communication skills, with the ability to translate data into clear, actionable recommendations.
• Comfortable with field travel and time in market with distributors, retailers, and sales teams.