1. Responsible for building offline distribution from zero to 1,000+ stores across 4 cities by
March 2027. Manages the RSE field team, owns all BTL activation, and runs the physician outreach programme. Must have
personally built retail distribution at scale before — this is a doing role, not a planning role.
KEY RESPONSIBILITIES
–Build and execute the offline channel strategy across Mumbai, Delhi, Pune, and Chandigarh — pharmacy, health
stores, gyms, restaurants, wellness centres
–Own the store onboarding and revenue generation plan
–Manage and mentor the RSE field team
–Own all trade marketing activations: in-store sampling, shelf display standards, POS material placement, promotional
pricing
–Design and manage the per-store collateral kit — display unit, pamphlets, standee, sampling pack
–Build and manage trade partner relationships — negotiate listing fees, margins, sell-through terms, payment cycles
–Develop and implement the physician outreach programme
–Own BTL spend — sampling events, health fairs, gym activations
–Track sell-through rates, active store %, per-store revenue, and RSE productivity weekly
–Lead the seasonal activations across markets
REQUIREMENTS
–7–10 years of trade marketing or sales management in FMCG, health & wellness, pharma, or OTC consumer health
–Proven track record of building offline distribution from a low base — has personally onboarded hundreds of outlets
across multiple cities
–Experience managing a field sales force — RSE or MR teams of 20 or more
–Deep understanding of the pharmacy channel in India: distributor networks, margin structures, sell-in vs sell-through
–Experience with BTL activation: sampling, in-store promotions, trade fairs, health events
–Strong people manager — has coached field teams and built sales culture
–Commercially sharp — understands margin arithmetic, retailer incentives, and trade spend ROI
–Seasonal sales planning experience
GOOD TO HAVE
–Existing distributor or trade relationships in Maharashtra, Delhi NCR, Karnataka, Punjab/Chandigarh markets
–Experience with Apollo Pharmacy, MedPlus, or Wellness Forever chain listing process
–Experience activating restaurants as a channel for food-based health products
–Familiarity with QR-code-based in-store consumer acquisition tracking
