Channel Manager (GT + MT) Purplle and Private Brands Intro Founded in 2011, Purplle is one of India’s leading omnichannel beauty destinations — a platform, a retailer, and a house of brands. Beyond its marketplace of third-party brands, Purplle has built a portfolio of in-house and acquired beauty and personal care brands spanning skincare, haircare, makeup, and personal care, sold across Purplle.com, e-commerce and quick commerce marketplaces, general trade, modern trade, and exclusive retail stores. The private brands business is the primary growth engine for the company.

You will be the central brand-side owner for the offline channel (General Trade + Modern Trade) across Purplle’s in-house beauty and personal care brands. You’ll work at the intersection of brand, sales, supply chain, and NPD — ensuring the right assortment reaches the right stores, trade plans are tracked, channel- specific packs are developed on time, and data flows back into decisions. You’ll partner closely with Brand Managers, regional sales teams, and demand planning to keep offline running smoothly and growing.

Reporting and Org Context Reporting to: Senior Manager, Brand & Revenue Management

Day-to-day collaboration: Brand Managers, Regional Sales Team (GT and MT), Demand Planning, Supply Chain, NPD and Sourcing, Packaging & Design What You Will Own Business Planning & Reviews

Build the annual product-by-product revenue plan for the offline channel across GT and MT; identify where shortfalls are emerging and develop recovery plans. Conduct periodic business reviews with regional sales teams; monitor sell-out trends, flag deviations, and ensure follow-through on action items. Ensure brand targets, sales plans, and promotional calendars are aligned during planning cycles.

Up-to-date Trade Strategy

Develop the MT channel strategy from the brand side — account prioritization, visibility and promo participation plans, and MT-exclusive pack opportunities. Plan the MT festive participation calendar in advance; coordinate with sales and brand teams for timely commitment. Build and maintain the MT data system — monthly sales ingestion, DC/store-level DOH tracking, and translating data into actionable inputs.





Conduct regular market visits and account visits with MT KAMs to stay close to on-shelf reality, competition activity, and visibility execution; bring back actionable insights to sharpen MT strategy and pack decisions.

General Trade

Strategy

Provide strategic inputs on the GT growth agenda — geographic expansion priorities, distribution width targets, and small-pack/LUP penetration. Work with brand managers to identify portfolio gaps for GT and define channel-specific pack requirements (grammage, price points, format). Conduct competition benchmarking — ideal reach, missing categories, pricing architecture, and new category opportunities.

Conduct regular market visits across GT geographies to stay close to distribution health, retailer sentiment, and competition dynamics; bring back actionable insights to sharpen portfolio and expansion strategy.

Trade

Promotions, Schemes & BTL

Monitor trade promotions and schemes across GT and MT; ensure no excess spends go unchecked, intervene where needed, and experiment with targeted promotions to understand incremental benefit. Identify opportunities for COGS reduction on channel-specific packs; coordinate execution with NPD and sourcing. Figure out ways to save on schemes and BTL; track savings and ROI month-on-month.

Availability Inputs & Launch Rollouts

Provide channel-specific demand inputs and flag availability gaps to demand planning and supply chain. Coordinate new pack rollouts with regional sales — stock readiness, marketing alignment, and field communication. Participate in S&OP; with the offline team to ensure demand forecasts and supply plans are aligned with channel priorities. Data Infrastructure & Automation

Build reporting for the offline channel — sell-out dashboards, scheme tracking, MT account-level performance,



GT distribution metrics. Leverage AI and automation tools to reduce manual reporting and improve speed of insights.

Success

Metrics (KPIs) Revenue delivery: Offline channel revenue vs plan, GT and MT tracked separately.

MT performance: Sell-out growth trends, on-shelf availability, festive participation completion, MT- exclusive pack pipeline.

GT performance: Distribution expansion (ECO growth), small-pack/LUP revenue share, competition benchmarking cadence.

Trade spend efficiency: Delivery on aligned trade spends.

Pack pipeline: On-time delivery of channel-specific packs; launch readiness with zero critical gaps.

Data & automation: MT data system build, reduction in manual reporting cycles, dashboard adoption. Core Skills & Capabilities Modern Trade expertise — understands account dynamics, visibility mechanics, promo calendars, and sell-out drivers.

General

Trade understanding — distribution economics, small-pack strategy, geographic expansion levers. Cross-functional coordination — ability to influence outcomes through sales, supply chain, NPD, and brand teams. Strong commercial and analytical thinking — comfortable with sell-out data, DOH, trade P&Ls;, and scheme economics.

Data and automation fluency — advanced Excel at minimum; comfort with BI dashboards and AI/automation tools. Project management — can run multiple workstreams simultaneously without slippage.

Experience & Qualifications MBA with 2–3 years of post-MBA experience.

Must have experience across offline channels, with expertise in Modern Trade.

Beauty/personal care or FMCG background preferred. Ways of Working Works at the intersection of multiple teams: anticipates gaps, provides the right inputs at the right time, and keeps things moving. Balances strategic thinking with ground-level awareness; comfortable going from data analysis to a market visit in the same week.

Communicates crisply: timelines, trade-offs, data, and escalation before things break.

Key Stakeholders

You’ll Work With Brand Managers, Regional Sales Team (GT MT), Demand Planning, Supply Chain, NPD & Sourcing, Packaging & Design, MT Account Teams.

📌 Channel Manager - Offline (GT + MT) (Mumbai)
🏢 Purplle.com
📍 Mumbai