Job Description – General Manager (Sales & Marketing)
Department: Sales & Marketing
Industry: Tea / FMCG
Job Summary:
The General Manager – Sales & Marketing will be responsible for leading the overall sales and marketing function of the organization, driving revenue growth, expanding market share, and building a strong brand presence in domestic and international markets. This role requires strategic leadership, strong business acumen, and deep expertise in FMCG/tea industry dynamics including HoReCa, retail, private label, and institutional sales.
Key Responsibilities:
Strategic Leadership:
· Develop and implement long-term sales and marketing strategies aligned with company goals.
· Drive business expansion across domestic and international markets.
· Identify new revenue streams including premium teas, wellness teas, and specialty segments.
· Lead annual business planning, budgeting, and forecasting.
Sales Management:
· Oversee complete sales operations including retail, distribution, HoReCa, and institutional channels.
· Drive growth in corporate sales, bulk business, and export markets.
· Develop and strengthen distributor and dealer networks across regions.
· Ensure achievement of revenue, volume, and profitability targets.
· Monitor market trends, competitor strategies, and pricing structures.
Marketing & Brand Strategy:
· Lead brand positioning and marketing strategy for all product categories.
· Oversee ATL/BTL activities, digital marketing, and promotional campaigns.
· Develop and grow private label and white label business.
· Ensure consistent brand identity, packaging, and communication across channels.
· Drive product innovation and successful market launches.
Business Development:
· Explore and develop new business opportunities in HoReCa, corporate gifting, and modern trade.
· Build strategic partnerships with key clients, institutions, and international buyers.
· Expand e-commerce and online presence across marketplaces.
Team Leadership & Development:
· Lead and mentor Sales, Marketing, and BDM teams.
· Establish KPIs and performance metrics for all team members.
· Drive a high-performance culture with strong accountability.
· Conduct regular training and capability-building initiatives.
Financial & Operational Control:
· Manage sales and marketing budgets effectively to ensure maximum ROI.
· Monitor P&L, margins, and cost optimization strategies.
· Ensure efficient supply-demand planning in coordination with operations.
Client & Stakeholder Management:
· Maintain strong relationships with key distributors, corporate clients, and partners.
· Lead high-level negotiations and contract finalizations.
· Ensure high customer satisfaction and long-term business retention.
Reporting & Governance:
· Provide regular business updates, MIS reports, and strategic insights to management.
· Ensure compliance with company policies and market regulations.
Key Requirements:
· MBA in Marketing / Sales / Business Management (preferred).
· 10–15+ years of experience in Sales & Marketing, preferably in FMCG/Tea industry.
· Proven track record in handling large-scale sales operations and leading teams.
· Strong exposure to HoReCa, exports, private label, and corporate sales.
· Excellent leadership, negotiation, and strategic planning skills.
Core Competencies:
· Strategic thinking & execution
· Leadership & team building
· Market expansion & revenue growth
· Brand management & positioning
· Strong business and financial acumen
Key Performance Indicators (KPIs):
· Revenue growth & sales target achievement
· Market share expansion
· Channel and distributor network growth
· Brand visibility & campaign ROI
· Profitability and margin improvement
Work Location: In person
